If you’ve noticed a recent decline in calls or lead submissions despite consistent ad spend, it’s natural to wonder if adjustments are needed in your Google Ads campaign. Here’s how we’re approaching the situation to make sure your budget is being used effectively and that leads are reaching the right audience.
1. Initial Campaign Review and Optimization
We understand that lead flow has slowed, even with a daily spend of $500. To address this, we’re going into your account for a thorough review of recent performance. Some major optimizations were completed at the end of last week, so these changes may still need time to show an impact. In general, new adjustments take about 14 days to settle, but we’ll monitor and adjust as needed.
2. Gathering Details on Lead Quality
To refine the campaign further, it helps to know specifics about the types of calls you’re receiving. For example:
Service Mismatch Calls: We’ll add negative keywords to reduce calls from people looking for free services or unrelated options like appliance removal, scrap buying, or selling junk cars.
Location-Specific Calls: Calls from outside your main service area, like Katy, Conroe, and other surrounding areas, can be filtered by adding geographic exclusions. Last week, we set these exclusions for some areas, and we’ll continue refining to limit calls from regions you don’t cover.
3. Addressing Seasonal Fluctuations and Market Trends
It’s important to recognize that, at times, factors outside the campaign can influence call volume. With recent shifts in consumer buying behavior and an unpredictable economy, demand can fluctuate, impacting certain weeks more than others. Staying in regular contact about lead volume helps us rule out potential campaign issues and ensure that any changes we make are data-driven.
4. Next Steps: Keeping the Campaign on Track
To get things moving in the right direction, here’s our plan:
Additional Keyword Exclusions: We’ll filter out calls from people seeking services you don’t offer, like specific dumpster sizes or free pickups, to increase lead quality.
Continued Monitoring: Over the next week, we’ll keep a close eye on both your junk removal and dumpster campaigns. If needed, we can adjust bids and ad targeting to boost relevant traffic.
Account Review: By Thursday, we’ll provide a full update on how the changes are performing and any additional insights we gather.
In Summary:
Refined targeting: We’re excluding irrelevant service calls and filtering specific geographic areas to improve lead quality.
Ongoing review and communication: Regular check-ins ensure we’re responding quickly to changes and making adjustments as needed.
Expect changes to settle in: Google Ads adjustments take time, so we’ll monitor for at least a week to see the full effect.
Feel free to reach out if you notice other patterns or want to discuss any aspect of the strategy. This collaborative approach keeps us aligned with your goals and helps us adapt to any changes along the way!✌️
Justin Hubbard
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