If you’re running a successful Google Ads campaign, deciding whether to increase budget, add keywords, or adjust campaign structure can be a bit of a balancing act. Here’s an overview of your campaign’s performance, competitor insights, and options to consider as we head into the next phase.
1. Competing with Industry Giants—and Winning
In terms of auction insights, your campaign is doing exceptionally well against larger competitors like 1-800-Got-Junk. Your current setup is strong, and your ads are successfully pushing competitors out of the top positions.
Even with a modest budget, you’re consistently ranking, and Google’s recommendations suggest that an additional budget increase could help further solidify your position. While raising the budget isn’t mandatory, this insight offers a good benchmark for continued growth, especially as we enter the winter season.
2. Reviewing Conversion Costs Across Campaigns
Currently, we’re seeing strong results from both your general junk removal and competitor ad sets. Here’s a breakdown:
General Junk Removal: Conversions from this set are coming in at a competitive cost, but some keywords align closely with competitor costs due to high demand in your area.
Competitor Ad Set: This ad set, targeting specific competitor names, is converting well, but the cost per conversion is higher. Over the past two weeks, for example, we’ve captured a few conversions at a CPA of around $250, which is $150 more than other campaign types.
If these conversions are valuable for your business, keeping this ad set active could be worthwhile.
However, pausing it for a week or two to test budget reallocation could reveal if more spending on your core campaigns yields better results. This adjustment may also lower Google’s recommended budget since it would reduce demand for highly competitive keywords.
3. Considering Additional Ad Groups for Targeted Services
If you’re interested in expanding to new services like “hoarding cleanouts” or “office cleanouts,” we recommend launching these as separate campaigns. By keeping them distinct, we can more accurately track performance and avoid diluting results in your existing campaigns. With these high-value services, Google requires a 30-day optimization period, so give it time to mature if you decide to add them.
4. Monitoring Daily Spend and Budget Fluctuations
If you’re noticing occasional overages in daily spend, it’s due to Google’s flexible spending model. For instance, if your daily budget is set at $300, Google may occasionally spend more on high-demand days to maximize visibility, balancing out over the month. Google often adjusts daily limits to make the most of your budget, which can lead to some fluctuations. Rest assured, these variations are normal and generally work in your favor by capturing valuable leads on peak days.
In Summary:
Budget Increase: A budget bump could solidify your position against competitors, but it’s optional based on current goals.
Competitor Ad Set: Pausing this set could free up budget for general campaigns or reduce high-cost clicks, while continuing it keeps competitor-focused conversions steady.
New Service Campaigns: Starting new campaigns for services like cleanouts gives us more control over performance and allows time for optimization.
Daily Budget Flexibility: Google’s spending flexibility means daily budgets might exceed the set amount occasionally but will even out over the month.
For now, sticking with the current setup for another week allows us to monitor performance closely. Let’s revisit this strategy next week and evaluate whether changes are needed to further optimize lead quality and campaign costs. Feel free to reach out if you’d like to explore any other options in the meantime!✌️
Justin Hubbard
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