Do you know what days of the week and times are best to run your Google ad’s?
Why does it matter, you ask?
Well, knowing when to post can guarantee maximum conversion rates, impressions, CPA, or other beneficial metrics.
If you have been using your PPC account for several months, identify what days of the week and ad account’s time zone offer the most profit to your business.
This is called paid ads scheduling/schedule ads or dayparting in Google Ads.
And to help you with this, you should start using the Dimensions tab (one of the best options in Google Ads).
On the other hand, it might be challenging to run your Google Ad’s account for the first time/on viewer’s time zone. You are confronted with an enormous interface of charts, settings, and tables, and figuring out where to start may be challenging to say the least.
Your central focus will be on organizing your ad groups, keywords, and ppc ad campaigns and managing the possibilities of smart ad campaigns, dynamic ad groups, and any other thing that Google provides you when you create an account.
Creating bid adjustments in an area that most people ignore. Moreover, Google does not tell you more about bid adjustments while starting your ad campaigns; however, they are precious when you want to tweak your ad campaign with higher results.
You have a few bid alternatives while you are creating your Google Ad’s campaigns. For example, you may use an automatic bidding strategy to enhance conversions or clicks, or you can set your bids manually.
Google’s automated bidding algorithms enable it to put bids on your behalf depending on what it knows will bring you the desired outcomes.
This removes several of the uncertainty from determining how and when to bid on the keywords. But this also implies you might lose control over how much you are spending on each click.
On the other hand, the manually bidding approach lets you make bids for every keyword, giving you greater flexibility and making account maintenance much more time demanding.
In addition, whatever bidding technique you select, you get the choice of increasing or decreasing your offers when specific conditions are satisfied.
This implies you may invest less on hits you believe are much less critical to the organization and extra on clicks from people you think are more valuable to your business.
As you configure the Google Ad’s bidding, then will find that you can only make a few particular bid modifications. Some are more complex than others, but they are still all Google Ad’s bid modifications.
You will also observe that every bid adjustment category has its set of conditions in which it may be used and its own set of modification options.
Google will inform you of such limits when you configure your bid changes, but you should be conscious of them at all times.
When examining the possible ranges of modifications, keep in mind that a drop of 100% will prohibit your advertising from appearing.
Selecting this option allows you to altogether opt-out of seeing adverts in that set of conditions. With that said, here are the types of bid adjustments:
You may also implement alterations depending on demographic factors such as age, household income, and gender. This is one aspect of Google Ad’s demographic targeting small business owners.
This sort of change is available in the new Google Ad’s experience in ppc campaigns and ad groups.
Bids might be reduced by 90 percent or increased by 900 percent.
Ad scheduling changes allow you to vary the ad bid and regularity based on time of day/viewer’s time zone or days of the week. To use these Google Ad’s bid modifications, you must first create your ad scheduling.
That plan is easy to generate and allows you to change the days of the week quickly, and times your ad will show. Moreover, Ad schedule/Ad scheduling modifications can be used in ppc campaigns.
Device bid changes allow you to change the regularity of your adverts depending on the devices used by the searcher, such as:
This form of modification may be used in ad groups and ppc campaigns. However, always remember that if you adjust both the movement and the ad group, Google will utilize the ad group adjustment.
Moreover, you can reduce the bid minimum to 100%, which will result in advertisements no longer being displayed on that device. Furthermore, you can raise the bid by approximately 900%.
You can change the frequency with which your ad shows depending on the viewer’s location by using location adjustments.
Geographic areas such as countries and cities can be used to define the location. Join this with location extension to provide various bids to clients who are geographically close to your business.
This is an alternative method for adjusting the Google Ad’s bidding. Rather than increasing your general bid, you can modify your bid for call ppc ads campaigns alone.
The bid revisions will affect how frequently consumers see call extensions and call-only ads.
Methods of targeting Bid modifications are a more complex option. This allows you to generate bid changes for targeting strategies such as topics and placements for display network ads.
The remarketing list of your search advertisements is one of the most complex Google Ad’s bid modifications you can use.
To apply this bid adjustment, you must first create a remarketing list, which is simple to accomplish.
You may utilize this advanced bid adjustment if you are running advertisements on YouTube or the Display Network.
It relates to the material chosen by Google to be more in-demand, with more traffic and viewer engagement, as well as more impressions each day.
On the other hand, your ad should be eligible to appear on this content. In that instance, your bid adjustment may raise your bid.
The top content bid adjustments are applied to ad groups. It applies to the Google Display Network of websites and applications, as well as YouTube.
Adjustments cannot be used to lower the bid. However, you can boost it by up to 500%.
Below are the steps that will help you to set your bid modifications:
Choose the campaign/ad campaigns you want to make bid modifications for, then tap the ad scheduling option appearing on the left side. If no bid modifications are configured, it should appear like the image shown below.
After you have decided on your time ranges, hit the “edit ad schedule” option and fill in the blanks.
Remember that Google has recently altered the settings, and you only ever have six-time frames in a single day.
Before you save your new ad schedule, it should appear like the image as shown below. Save the file.
Create your test reporting plan after you have saved this. This test is best measured by looking at the findings week after week and reporting on the desired parameters.
Then, after 1 or 2 months, you can gather the findings and decide whether or not to continue with the time of day bid strategy.
Following are the reasons why any digital marketers uses Google Ad’s bid adjustments:
Bid modifications are also a quick and easy approach to test different campaigns.
You might, for example, see how much one of your existing campaigns might work as “mobile-only” by boosting the bid on smartphones and reducing the bid on other gadgets.
If anything goes well, you may want to explore making it a distinct campaign. On the other hand, delete your bid change to restore normalcy if things do not go as planned.
You may optimize your targeting by modifying who you ad spend most of your ad money on using bid modifications.
For instance, if you understand you are just more inclined to make deals at a specific time of day, you might boost the bid adjustment at that period.
You should be able to use your budget quite effectively if you improve your targeting. As a result, the ROI should be higher.
After you understand Google Ad’s bid modifications better, look at certain Google Ads bidding tactics and recommendations:
When creating your Google Ad’s bidding tactics, make use of real-world data. Taking the attempt to know how you operate across different sectors is part of this.
Keep an eye out for differences in locations, Target audiences/potential customers, online shoppers, location, time, and device. Try not to be hurried when reviewing the facts.
Make sure that you have waited long enough to allow for conversion delays. Alternatively, you may have to wait sometime for plenty of data to give meaningful insights.
As you plan your bid modifications and entire bidding strategy, consider your goals to achieve in mind. Your objectives will decide which ads and campaigns receive higher bids and which receive lower bids.
Allowing Smart Bidding to handle bid modifications for you is the most convenient option. These tactics will alter your bids automatically, depending on several parameters.
For example, target CPA and Target ROAS optimize for location, time, device, and target audience or online shoppers/potential customers for each ad auction.
A bid simulator is available in Google Ads. Take the initiative to use this to assist you in choosing an appropriate beginning place for the bids.
While human bidding has advantages and disadvantages, thus do automated Smart Bidding systems. They are beneficial for individuals who must manage many campaigns. It avoids wasting ad spend time.
The caution here is that you always wait until you have sufficient google ads data before using automated bidding. Therefore, to gather the data you require, experts usually recommend beginning by manual bidding.
You may try moving to automated bidding when you have a good quantity of data and have experienced some early success.
Some experts believe that 30 conversions each month in any ad campaigns is a good starting point. However, when you get to this level, you must seriously consider adopting an automated technique.
By using manual bidding in Google Adwords, you may avoid accidentally coming too near to or exceeding your budget.
Although Google Ads allows you to select your budget, the automatic bidding approach may make bids that are higher or lower than you wish. Manual bidding is the way to go if you want total control.
To understand better when to utilize automated bidding generally, you should also be conversant with specific tactics.
For instance, the Target CPA Smart Bidding technique is excellent for increasing conversions. Nevertheless, to collect adequate data, you need gradually transition to this method over time.
Another example is the improved CPC approach, which is excellent for increasing conversion value and conversions.
In addition, it is one of the most cost-effective solutions since it blends Smart Bidding alongside manual bidding.
Even if you use Smart Bidding to automate the whole process, you need to set up a system to handle your bids.
First, Google Ads recommends generating essential bids that will allow you to accomplish your overall objectives.
After that, use bid modifications to account for campaign performance variances between segments such as device type or location.
Any overlap with bid modifications should also be considered in your plan. Keep in mind how Google Ads handles overlapping bid modifications for the time of day, location, and target audience/online shoppers.
When configuring the Google Ads bidding, be sure to distribute your money among many tactics.
This is a great safety net since it assures that you do not wasting ad spend/waste your overall budget if a bidding strategy or ad campaigns fails to yield results.
There are a few things you can do to increase the efficiency of the bid changes. First, begin by attempting to adhere to campaign-level alterations.
Always make group-level changes if the performance of campaigns varies significantly among them. However, it is highly efficient and creates changes based on more significant amounts of data.
Campaigns, after all, will have more data than commercials since they are more significant groupings.
Another effective method is to test for merging your campaigns. However, remember that you may utilize segments to perfect your bid modifications even if you combine campaigns.
Even though you pick the best bid changes and bidding method, you still need the correct keywords to be successful.
So opt for keywords that have a cheap ad costs per click and a higher conversion data volume. That would be a nice balance for most businesses between garnering enough clicks and staying within their budget.
Search for long-tail keywords having precise matches as well. Again, there is plenty of purpose behind such keywords, and they tend to give a significant profit on ad investment.
However, they are much less competitive since they are more particular.
Remember to explore negative keywords in conjunction with your primary keywords. It allows you to avoid spending money and time attracting queries that are unable to convert.
Keep in mind that the primary objective of your Google Adwords bidding is to acquire clicks that turn into conversions.
Therefore, take the time to adjust your landing page and ad copy to maximize conversion rates. They should accurately express your service or product as well as what distinguishes you.
In the headers, they must also utilize identical terms, ideally the exact phrasing. Again, this will significantly lower your bounce rate.
While being at the top of Google Ads will earn you more hits, it is not always the greatest option for your Ad Costs per click and ad budget.
In several circumstances, the second place will receive nearly as many hits as first. This seems to be the case even though the offer for the top position maybe 2 to 3 times.
Although you may lose some clicks by going for the second slot rather than the first, you will also have a cheaper CPC and will still receive sufficient returns to justify your efforts.
Being ranked second might also improve your conversion rates and bounce rate. But, again, this is caused by human behavior and the idea that people tap on every first link they see without even checking if it is appropriate.
Whether they are peering at the second or third place, they will most likely require a few moments to determine its significance.
Consequently, you will have a higher response rate and ad spend less money on clicks that do not convert.
Google Ads bid adjustments make it simple to tailor your bids to particular visitors depending on characteristics such as demographics, location, device, retargeting, scheduling, and others.
This will allow you to make better use of your budget. Moreover, It also cuts down on time you should ad spend generating distinct ads and building up different budgets.
It becomes a natural component of Google Ads bidding after you get used to putting up bid modifications.
For the best results, incorporate the changes with additional bidding techniques and advice.
If you need help with your dayparting strategy, contact us about hiring our PPC management services for expert management of your Google Ads campaigns.
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When you’re a plumber relying on a steady flow of leads to be profitable, it’s not enough to get your leads through word-of-mouth alone. That may work if you’re only a two-person team, but if you plan to grow your business, you’ll need to start marketing your services, specifically with PPC advertising.
Pay-per-click (PPC) ads are a beneficial form of advertising, but they can be a source of leads or a money pit for plumbers. When done right, PPC helps plumbing companies generate targeted leads looking for services, but poorly-crafted PPC campaigns can burn through a budget without results. The good news is with smart targeting, strategic bidding, and continual optimization, plumbers can generate qualified leads at a cost that provides a positive ROI. Here’s how pay-per-click (PPC) advertising is done for lead generation for plumbing businesses.
The biggest mistake plumbers make is targeting a broad area rather than a specific local area. Hitting your target audience by demographic and location will be critical to be most efficient in your PPC ad spend. Even when your company serves customers throughout several counties, you’ll want to create ad campaigns that target each individual city or county. If your ads are reaching people outside of your service area, you’re paying for clicks that won’t turn into paying customers.
An easy way to prevent this problem is to use location targeting inside of your PPC account to set your target location by zip codes, cities, or a custom radius around your main location. This will ensure your ads will only be seen by leads you can actually convert.
You’ll also want to explicitly exclude areas you don’t serve. For example, you might serve a whole county with the exception of a couple cities or neighborhoods because of traffic congestion or licensing issues. Make sure to add these locations as exclusions in your ad campaign settings to avoid wasting money.
The keywords that will bring you the best leads are keywords that signal high intent to purchase. This includes terms like “emergency plumber near me,” “24-hour plumber,” “toilet overflowing fix,” or “fix for busted pipe.” The people who search for these terms aren’t just casual browsers. They’re people who need a plumber immediately.
This type of expert keyword research isn't necessarily rocket science, but it's critical for your rankings in search engine results pages.
Prioritize these keywords and increase your bid to capture more of these leads.
Avoid using the kinds of keywords that will attract people who aren’t likely to hire you for plumbing services. For example, terms like “DIY toilet repair” or “how to fix (fixture)” will rarely lead to calls. People who search for these phrases are usually just looking for ways to fix their own problem, so filter them out.
When people need a plumber, they want to call and get someone out fast, especially if their basement is flooding or they’re dealing with a busted pipe in the house. Google offers call-only ads that let users tap to call you immediately from search results rather than click to visit your website, where they’d need to search for a way to contact you. This ad type alone will increase your conversions.
It’s crucial to use ad tracking tools like Google’s call forwarding or third-party platforms that track which ads generate your phone calls. Knowing what ads are driving your best leads will help you do more of what works and eliminate what doesn’t.
Since most leads will want to call you immediately, only schedule your ads to run when you’ll be available to answer the phone. If you don’t offer 24/7 emergency services and don’t answer your phone at 2 AM, don’t schedule your ads to run until the start of your business day.
Depending on your location and services, you might get more calls on weekdays or weekends. To find out your peak, check your reports to see when you’re getting the most calls and then adjust when you run your ads based on your actual performance data.
Don’t create complicated, wordy ads. Use simple, clear, and direct headlines that speak directly to the problems your leads may be dealing with. They’re going to be drawn to ads that promise to help them with real problems. For example, write headlines like “Broken water heater? Get 24/7 help,” “Clogged drains fixed fast,” and “Overflowing toilet? Get help now.”
In your ad copy, it helps to use location-specific phrases. For example, you might write “Serving Phoenix homes since 2001.” Doing this helps build trust and establishes relevancy.
For Google Ads that send visitors directly to your website, you’ll need to optimize your landing pages for conversion. The following elements are essential:
· Landing page copy that matches your ad. To create a seamless experience, don’t send leads to your home page. Send them to a landing page that matches your ad. For example, if your ad targets people with a clogged drain, ensure your landing page speaks to people with a clogged drain.
· An easy-to-find phone number. Your phone number should be readily visible on every page of your website, including all of your landing pages. The ideal place is in the top right corner of every page header.
· A click-to-call button. It’s easier for mobile leads to click to bring up your phone number in their dial pad rather than forcing them to write down a phone number they’ll need to then dial.
· A call-to-action (CTA). Leads need to be told what to do. Be direct and tell them to call you now for an estimate or to schedule a service call.
Your search ads will only bring you potential leads. Your landing pages are responsible for converting potential customers into paying customers.
To maximize your ROI without wasting money, you’ll want to set a realistic daily budget and scale it only when you know you’re ready. Most local service providers stick with a $10-$50/day budget, but it depends on the industry and your location.
Over time, you’ll find that some campaigns are working better than others. A varied performance can be caused by a variety of factors, and you’ll need to take a close look before making any changes. For example, underperforming keywords and plumbing ads that don’t get many clicks should be paused. However, if your ads are getting clicks, but limited conversions, you’ll want to tweak your landing page copy and/or your offer.
Sometimes irrelevant keyword searches will display your ads, so if you can come up with a list of keywords related to services you don’t provide, you can limit where your ads show up. For example, if you don’t offer sewer camera inspections, make “sewer camera” a negative keyword. If you don’t service septic systems, make “septic” a negative keyword. Doing this will prevent clicks from irrelevant leads.
Local Service Ads appear at the top of Google’s search results above the typical PPC text ads and organic listings. LSAs are pay-per-lead, not pay-per-click, which makes them even more profitable. With LSAs, you only pay when a lead contacts you directly through your ad, either by calling you or messaging you. This is a much safer way to manage your ad spend and generate qualified leads. It’s also an easier way to capture bottom-of-the-funnel leads who need emergency plumbing services.
To set up these ads, head over to Google’s LSA page and click “get started.” You’ll be prompted to go through the setup process, which includes confirming your business eligibility. To complete the process, you’ll need your business license, general liability insurance proof, and at least one Google Business Profile with positive reviews. The system will then ask you to choose the zip codes or cities you serve, list the types of services you provide, and set your weekly budget. Once you submit the form and pass Google’s screening process, you’ll start showing up in results for searches related to your business.
Try to get as many positive reviews on your Google Business Profile as possible since businesses with better reviews tend to rank higher with Local Service Ads. Also, keep in mind that Google tracks your response times, and the faster you reply, the better placement you’ll get. Unlike PPC ads, you can request refunds from leads that aren’t relevant, like leads requesting the wrong services or who are outside your service area.
It’s important to take advantage of these ads because it’s an easy way to get your business listed at the top of search results pages when people search for terms like “plumber near me.” It’s easier than waiting months for SEO to kick in, and it will bring you immediate leads. People will see your reviews and your Google Guaranteed badge, which will boost your credibility.
Getting your business verified by Google will give you a green checkmark next to your business name in your Local Service Ads. It tells customers that Google has personally verified your business, you’ve passed a background check, your insurance has been verified, and Google Ads will back your services with up to $2,000 in reimbursement if a customer isn’t satisfied with your services.
Getting this badge can boost your visibility and credibility, which can get you more clicks, leads, and paying customers. It will also help you rank higher in the list of LSAs.
To get this green checkmark, you need to get approved for Google LSAs. Once you’re approved for LSAs, you’ll get the “Google Guaranteed” checkmark badge automatically. Just make sure you renew your insurance policy on time, maintain a high review rating, and keep responding to leads quickly. If you don’t maintain these things, Google Ads might remove your badge.
You can’t improve what you don’t track. Track your critical metrics, including call tracking, form tracking, and chat tracking. Run regular reports and check in with your ad campaign performance on a regular basis. It will take a little bit of time to gather enough data to make informed decisions, but the sooner you catch underperforming ads, the sooner you can make necessary changes.
It’s important to split test ads to see what elements drive the most conversions. Split testing, also called A/B testing, is where you run two nearly identical ads, but with one small difference between them. The difference could be a headline, colors, an image, the main copy, or the CTA. Once you run the ads long enough, take the winning ad and change one more element to test. Repeat this process by changing just one element at a time to see which version performs better. Use Google keyword planner to help navigate this. When done correctly, your clicks should increase over time.
Getting satisfied customers to review you is crucial, and as previously discussed, it can impact how your Local Service Ads show up. Reviews can also impact how you show up in the Local Pack. The more high-quality, genuine, recent reviews you have, the more likely you are to show up in search results. You’re also more likely to get clicks.
Positive reviews act as social proof that helps customers choose which business to call. You could have the best ad copy in the world, but if your competitor has 150 five-star reviews and you only have 6 reviews from 2019, customers will choose them over you.
It’s easy to get clicks, but getting real leads from search engines– the kind that book your plumbing services – takes work. For plumbers, a strong PPC strategy can make the difference between getting steady jobs or wasting cash. By targeting high intention search terms, targeting narrow service areas, and optimizing your ads, you can create high-performing ads that deliver real results without burning through your marketing budget.
Lead generation is critical for your plumbing business, but when done without a positive return on investment, it's foolish.
Whether you’re new to PPC ads, or you’re tired of wasting money on ads that don’t generate calls, we’d love to help you get real results. Our PPC experts specialize in helping local service businesses in the plumbing industry just like yours attract high intent plumbing leads, reduce wasted ad spend, and grow predictable revenue.
Contact us now for a free evaluation for your lead generation strategies, PPC campaigns and search engine optimization services – we’d love to help.
Pay-per-click (PPC) advertising is the lifeblood of modern digital marketing, a finely tuned machine designed to separate serious advertisers from those who enjoy setting their money on fire. At its core, PPC is about buying attention—whether it’s from Google Ads, Facebook (or should we say Meta?) Ads, LinkedIn’s overpriced clicks, or whatever ad network is currently promising “unprecedented results.” The trick, of course, is making sure that the attention you’re paying for actually turns into conversions, and not just a collection of clicks that lead nowhere.
This guide is for marketers who already know the basics and are ready to squeeze every last drop of ROI from their PPC campaigns. If you’re looking for a “Beginner’s Guide to Google Ads,” this isn’t it. But if you’re tired of watching your ad spend disappear into the void and want to start running PPC like a ruthless efficiency machine, read on.
There’s nothing quite as tragic as a PPC campaign with no clear objective. Running ads without goals is like throwing darts blindfolded—sure, you might hit the board occasionally, but mostly you’re just making a mess. Before you even think about setting up a campaign, define what success looks like. Are you driving leads? Pushing e-commerce sales? Increasing brand awareness (ugh, we’ll get to why that’s usually a waste of money later)? If your goal is just “more clicks,” congratulations—you’ve just fallen for the ultimate PPC scam: paying for traffic that doesn’t convert.
Every campaign should have a quantifiable, measurable outcome tied to business KPIs. That means actual revenue, leads that don’t ghost you, or at the very least, cost per acquisition (CPA) that doesn’t make your CFO break out in hives.
Google Ads is the undisputed king of PPC, but let’s not pretend it’s the only game in town. Depending on your audience and objectives, Meta Ads (Facebook and Instagram) can still be a goldmine—if you’re willing to put up with Meta’s ever-changing rules and the occasional algorithmic meltdown. LinkedIn Ads? Great if you enjoy paying $12 per click for someone who will never fill out your lead form.
And then there’s the rising trend of alternative ad platforms. TikTok Ads are fantastic if you’re targeting Gen Z and have the budget to experiment. Microsoft Ads (formerly Bing Ads) may be the underdog, but they offer cheaper CPCs and a surprising number of high-intent users. If you’re in e-commerce, don’t ignore Amazon Ads—they print money for sellers who get their targeting right.
Google would love for you to just use broad match keywords and let their algorithm “figure things out.” Spoiler alert: this is a terrible idea. Broad match means your ad could show up for searches so unrelated to your business that it’s practically performance art.
Instead, focus on high-intent keywords—the ones that indicate users are actually ready to buy. Long-tail keywords often convert better because they signal more specific intent. The goal is not just to drive traffic, but to attract users who already have their wallets half-open.
Want to know what works? Look at your competitors. Tools like SEMrush, SpyFu, and Google’s Auction Insights let you see what keywords they’re bidding on, which ones they’re ranking for, and—most importantly—where they’re burning money so you don’t have to.
If a competitor is bidding on specific high-intent keywords, that’s your signal to investigate. Either they’re seeing a positive ROI, or they’re making an expensive mistake that you can learn from. Either way, it’s free intelligence.
Great PPC ads aren’t just about catchy headlines—they’re about aligning with search intent, making a compelling offer, and convincing users that clicking your ad is the smartest decision they’ll make today. A well-optimized ad uses clear, persuasive language with a direct CTA, because vague CTAs like “Learn More” are about as useful as a screen door on a submarine.
A/B testing is non-negotiable. Your gut instinct is probably wrong, so test different headlines, CTAs, and descriptions to see what actually drives conversions. If you’re not actively testing, you’re just guessing.
You have about three seconds to convince visitors that they made the right choice clicking your ad. If your landing page loads slowly, looks like it was designed in 2008, or makes users hunt for the CTA, they’re gone.
Your landing page should have a singular focus: conversion. That means no distractions, no unnecessary links, and definitely no autoplay videos that scare people away. A strong landing page aligns perfectly with the ad copy, ensuring a seamless experience from click to conversion.
Nothing kills conversion rates faster than misleading ad-to-landing page alignment. If your ad promises “50% off running shoes” and your landing page is a generic homepage with no mention of that discount, expect a bounce rate that makes your campaign ROI cry. Every landing page should reinforce the ad message, use clear headlines, and make it painfully easy for users to complete the desired action. If a user has to think, they’re already gone.
If you’re still using manual CPC bidding across all campaigns, congratulations—you’re officially working harder, not smarter. Google’s automated bidding strategies have their place, but blindly trusting the algorithm is like handing your credit card to a stranger and hoping for the best.
Smart bidding, when done correctly, can optimize conversions and lower CPA, but it requires constant monitoring. Target ROAS (Return on Ad Spend) and Maximize Conversions can be effective, but only if you have historical data to feed the algorithm. If you’re running a new campaign, manual bidding still gives you more control.
Running PPC without proper tracking is like driving blindfolded and hoping you’ll reach your destination. You need to track not just clicks, but actual conversions, customer lifetime value (CLV), and return on ad spend (ROAS). Google Ads’ built-in tracking is decent, but combining it with Google Analytics, heatmaps, and call tracking will give you a full picture of what’s working.
Scaling PPC isn’t as simple as increasing your budget and watching conversions skyrocket. If you scale too fast, you’ll tank your ROI. The right approach is incremental scaling—gradually increasing spend while monitoring CPA and conversion rates. If your CPA starts climbing faster than your revenue, it’s time to reassess. And if your PPC manager insists that “everything is going great” while your ROAS tells a different story? It might be time for a new PPC manager.
