When running a Google Ads campaign, making small, strategic adjustments can help refine your audience and ensure your budget is spent on high-quality leads. Here’s our approach for keeping your campaign focused on profitable areas and filtering out irrelevant searches.
1. Excluding Specific Geographic Areas
To start, we’re going to exclude Katy from your campaign as a small test. Excluding this area allows us to assess whether limiting certain locations can reduce low-value calls without affecting the overall campaign performance. This will give us insight into whether more location adjustments would be beneficial in the future. We’ll monitor this change over the next 7 days to see how it impacts call volume and lead quality.
2. Comprehensive Keyword Review for Better Targeting
A full keyword review is essential for fine-tuning your ads, especially with a high volume of searches. With around 3,000 keywords in your campaign, we’ll look for any terms that may be attracting unqualified traffic, like searches for scrap or appliance purchases rather than junk removal services. This process will help direct your budget toward leads that are most likely to convert, without losing valuable traffic. Given the size of your account, this review should be completed by Monday.
3. Monitoring Conversion Rate and Call Volume
Your current conversion rate is exceptional—28%, compared to the industry average of around 6%. This shows that your ads are already highly effective at capturing the right audience. To maintain this rate, we’ll make gradual changes and closely watch conversion trends.
We’ve noticed some fluctuation in call volume day-to-day, which could be due to various factors like bidding competition or economic conditions. To address this, we’ll look at daily trends to understand if certain times or days are more costly or if any specific keywords are underperforming. Additionally, we’ll add more call ads to potentially boost incoming calls on slower days.
4. Keeping an Eye on Cost Metrics
Currently, your cost per click (CPC) is $2.94, and your cost per conversion is $10.46. These numbers are well below the industry averages for junk removal, which typically range from $50 to $100 per conversion. This efficiency is due to ongoing keyword management and budget optimization. By excluding certain keywords and locations, we’ll continue to drive down these costs and keep your ads as efficient as possible.
Next Steps:
Exclude Katy as a test location: We’ll monitor for 7 days to see if this change improves lead quality.
Complete a full keyword review: By Monday, we’ll have added more negative keywords to filter out unqualified searches.
Monitor day-to-day trends: This will help us fine-tune bidding and call ad strategy based on daily patterns.
Review results after 7 days: We’ll check in with updates and see if further exclusions or adjustments are needed.
If you’re noticing specific call trends or other areas to adjust, let us know, and we’ll integrate those into our review. These small steps will ensure your campaign remains focused, efficient, and aligned with your business goals.✌️
Justin Hubbard
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