Running a Google Ads campaign isn’t just about picking the right keywords; it’s about making sure that your budget is being spent on the right leads. I had a conversation with a client recently, and we’re facing a familiar issue: while they’re getting service calls, the conversions just aren’t adding up. The big problem? Out-of-area traffic and high conversion costs. If you’ve been in the same spot, I want to walk you through how we’re tackling this.
The Problem: Out-of-Area Traffic and High Conversion Costs
Here’s the reality: we were getting the right keywords, but we weren’t seeing the ROI we needed. The calls were coming in, but they weren’t the right kind. The out-of-area traffic was killing the campaign. You might be in a similar situation—getting clicks, but not enough conversions to justify the spend.
What we saw was a couple of things:
Keywords Are Spot On, But Conversion Costs Are High: Even though the keywords were aligned, the traffic we were getting wasn’t the right fit, and conversions were costing more than expected.
Out-of-Area Traffic: The biggest issue here was the out-of-area traffic. This means people who clicked on the ad weren’t in the target service area, making it harder to convert those leads.
The Plan: Focused, Targeted Google Ads Campaigns
To solve this, we need to narrow the focus and ensure the right people are seeing your ads. That means getting hyper-local with the targeting and making sure that your budget isn’t being wasted on irrelevant clicks.
Step 1: Define Your Service Areas
First things first—if you want to stop wasting ad spend, you’ve got to know where you want to be seen. I’ll need you to create a list of cities or towns you want to target. And, equally important, a list of places you don’t want to target. If you’re not sure, I can help you fine-tune it. The more specific you can get, the better. If you’re serving a wide area, this can be a game-changer.
Action Tip: Create a list of the cities or towns you serve and a list of places you want to exclude. It’ll help us dial in where to focus the budget.
Step 2: Custom Keyword Strategy
Once we have that list, we can create a custom keyword strategy that’s tied directly to your service area. The goal here is to make sure the keywords you’re bidding on are actually relevant to the customers you’re trying to reach. If you’re running ads for junk removal, but people in a neighboring city who need a dumpster rental are clicking your ad, that’s money wasted.
By refining these keywords and focusing only on areas you service, we can reduce waste and get more targeted leads.
Step 3: Apply the Strategy Across All Campaigns
Once the keyword strategy is in place, we apply it across all your campaigns. This way, we ensure that you’re only targeting the right customers, which helps bring down conversion costs and increases the quality of your leads.
Real Results: Reducing Out-of-Area Leads and Boosting Conversions
We’ve had great success with this approach. A while back, I was working with Justin, who was getting 30-40% of his leads from outside his target area. After we implemented this strategy, we cut those out-of-area leads down to nearly zero. As a result, his ROI shot up.
This strategy isn’t just about tightening your geographic targeting. It’s about making sure every dollar you spend is working for you. With a bit of optimization, this approach can take your Google Ads campaign to the next level.
Next Steps: Putting This Into Action
Here’s what we’ll do next:
Get Your Service Area List: Let me know the cities and towns you want to target, plus the ones you want to exclude.
Implement the Custom Keyword Strategy: We’ll craft a targeted keyword strategy based on your list.
Monitor the Results: Over the next 7 days, we’ll monitor the performance of these changes and adjust as needed.
With these steps, we’ll reduce out-of-area traffic, improve lead quality, and start seeing a better return on your ad spend. And this is just the beginning.
Bottom Line
Google Ads can be tricky—especially when you’re working in a competitive market. But with a smart, localized strategy, you can optimize your ad spend and generate high-quality leads without wasting budget. It’s all about focusing on what works, cutting out the waste, and staying on top of your campaigns.
If you’re ready to put this into practice or need help fine-tuning your campaigns, let’s talk. I’ve helped clients in similar situations, and I know this strategy works. Let’s make sure your budget is spent where it matters most.✌️
Justin Hubbard
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