Imagine trying to capture the attention of potential customers in a bustling city, standing on a corner armed with only a handful of flyers. That's what it felt like for Kenneth, a Google Ads specialist, when he took on a local painter as a client.
With a meager $20 daily budget for Google Ads, the challenge was clear: make every click count.
But things weren't looking good. The painter's campaigns were barely making a ripple. Their ads had low click-through rates, their search impression share was dismal, and worst of all, they weren't generating any leads. Kenneth booked a Google Ads consulting call with me to turn things around.
Together, we dove deep into the painter's Google Ads account and identified some key areas for improvement:
- Keyword chaos: The painter's campaigns relied heavily on broad match keywords, which meant their ads were showing up for all sorts of irrelevant searches, wasting precious budget. We switched to exact match keywords to give us more control and ensure their ads appeared only for relevant searches. We also added negative keywords to filter out searches that were clearly not a good fit.
- Ad group clutter: Their campaigns were a jumble of ad groups, making it hard to track performance and optimize effectively. We streamlined the structure, consolidated campaigns, and made sure each ad group had one clear focus.
- Missed opportunities: They were missing out on potential leads by not using call assets. We added these to their campaigns, making it easy for people to call the painter directly from the ad.
- Bidding for clicks, not conversions: Their bid strategy was Maximize Clicks, which isn't always the best approach, especially with a small budget. We switched to Maximize Conversions, ensuring every dollar was working towards the painter's ultimate goal: getting more leads.
The result? The painter's campaigns were revitalized. Their ads started reaching the right people, their click-through rates improved, and most importantly, they started generating leads!
It was a testament to the fact that even with a small budget, the right strategies can make all the difference.
If you need to maximize a minimal budget, like Kenneth, then:
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Analyze your keyword strategy: Are you using the right match types? Are you filtering out irrelevant searches with negative keywords? Do you have too many keywords?
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Review your ad group structure: Are your campaigns and ad groups organized effectively? Are your ads relevant to the keywords they're targeting?
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Consider call assets: If your goal is to generate phone call leads, call assets can be a great way to encourage potential customers to contact you or your client directly.
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Optimize your bidding strategy: Are you bidding for the right outcomes? Maximize Conversions can be a powerful tool, even with limited data.
Don't let a limited budget hold you back from Google Ads success. With the right strategies and optimizations (and perhaps a some Google Ads expert help), you can achieve amazing results, no matter how small your budget.
One more thing...
The Inside Google Ads podcast just celebrated its one year anniversary! Over there, we've been talking about:
- Episde 49: What is the future of Google Ads with AI?
- Episode 50: Do I need to set a Target CPA or Target ROAS in Google Ads?
- Episode 51: Should you use Customer Match in Google Ads?
- Episode 52: Which is better: Phrase Match or Exact Match keywords?
- Episode 53: Special Anniversary Episode! ALL your burning questions answered
