Navigating Google Ads in a Shifting Market: A Real-World Account Optimization Story
In the digital advertising world, consistent improvements in metrics are worth celebrating, especially when market conditions are stacked against us. A recent client conversation gave me a chance to share insights about Google Ads optimization in action, tackling cost per conversion (CPC) challenges, and maintaining ROI amid turbulent market conditions. Here’s a breakdown of what we discussed and how these strategies can apply to anyone managing their own Google Ads.
1. Reviewing the Account: Tracking Cost and Conversion Metrics in Google Ads Optimization
We started with a review of the client’s Google Ads account, noting continued growth in conversions and some impressive progress in cost-per-conversion metrics since they joined us. Over time, we’ve optimized the account, and these efforts are showing tangible results: we’ve managed to lower their CPC by $17 since their campaign started.
Here's a quick breakdown of our steps in Google Ads optimization:
Identify Costly Keywords
We zeroed in on high-CPC keywords. Through regular monitoring, we can toggle certain keywords on or off to see how they affect conversion costs and refine our approach.
Track and Compare Metrics Over Time
We keep snapshots of CPC over time to illustrate improvement. These are helpful in showing clients the story of progress and improvement in real, understandable metrics.
Takeaway: If you’re running your own Google Ads, set up regular checkpoints to review key performance metrics like CPC. Optimization isn’t a one-time event but a continual process of adjustments and improvements.
2. Setting Budget Expectations with Realistic ROI in Google Ads Optimization
The client shared that their budget was maxed out, spending over $5,000 last month with an ROI just under 2x. While they were hesitant to increase spending, they were open to exploring the upper limits of their ad budget. This is a common balancing act in digital advertising: we want to maximize reach without stretching the budget past its effective limits.
My advice here? Be clear about your overall budget goal and the ROI expectations you’re targeting. Knowing where you want to go with your budget gives us a foundation to work from, allowing us to adjust the strategy if needed.
Takeaway: In the current market, an ROI close to 2x is strong, especially considering seasonal and economic influences. Set realistic goals for your advertising spend and focus on sustained performance improvements over time through Google Ads optimization.
3. Understanding the Market Environment: How It Impacts Google Ads Optimization
Many factors were in play this month that affected CPC across the board. Between the winter season, upcoming elections, anti-trust hearings, and generally rising CPC rates, the market is volatile. Even with these pressures, our client saw a positive ROI, which is rare for service-based businesses, especially those on the East Coast during this time.
The context? This market volatility affects everyone in the digital ad space. Even minor gains are worth noting when others are facing downturns.
Takeaway: When economic or seasonal factors impact CPC, it’s essential to recalibrate your expectations. Instead of only looking at raw ROI, consider industry benchmarks and market trends. A nearly 2x ROI in challenging market conditions could be a win, especially when competitors struggle to break even.
4. Final Tips for Google Ads Optimization Success in a Competitive Environment
For any business looking to optimize Google Ads results in a volatile market, here are a few tips:
Review and Optimize Regularly
Set a routine for reviewing keywords and conversion costs. Look for underperforming keywords and pause or remove them as needed.
Benchmark Your Progress
Document baseline metrics so you can track improvement over time. Show yourself (or your clients) how your efforts have paid off through real, measurable change.
Set a Realistic Budget with Room to Grow
In volatile markets, keep your budget flexible. Set a comfortable maximum but be open to adjusting based on performance.
In a fluctuating market, Google Ads optimization is an ongoing process. These strategies are designed to keep your campaigns lean, efficient, and adaptable, giving you a competitive edge even in challenging times.✌️
Justin Hubbard
PLUS: Whenever you're ready, here are three ways I can help you grow your business:
1. Get Personal Help with a FREE Strategy Call
Need fresh insights on your business strategy? Book a FREE 30-minute call with me. I help identify winning strategies to boost your bottom line and enhance your quality of life.
You’ve hired experts for your golf game and finances—now hire a coach to help your business thrive. As a fellow small business owner, I understand the challenges and know how to navigate them for growth and success. Book your strategy call HERE.
2. adimize: Grow Your Business with Our Proven Google Ads System
Want to maximize your ad spend and drive results? Get a FREE Google Ads account review with adimize. Our team specializes in optimizing ad campaigns to drive leads and increase bookings. With over a decade of hauling industry marketing experience, we help your business grow using intent-driven, results-focused strategies. And with no contracts, there’s nothing to lose. Schedule your free review HERE.
3. Order My New eBook: Beyond Breaking Even | Unlocking Profit Potential In Hauling Businesses
Discover how to generate sustainable revenue and growth. This book provides targeted, efficient strategies specifically designed for the hauling industry. Inside, you'll find actionable insights on how to scale your business, optimize operations, and increase profitability while minimizing risk. Learn from real-world examples and proven methods that have helped businesses like yours go beyond survival to achieving success. Purchase your copy HERE.
Comments