07 — Google Ads
Buying clicks from people about to hire someone.
Search is the only channel where the customer tells you what they want before you spend anything. We build the account around what they type, not around what sounds good in a meeting.
Google Ads
$577.98 a lead, down to $148.10.
A real earthworks client, sixty days, and the cost per click actually went up. Here is why that was the point.
Before
01
One campaign, buying cheap clicks
Broad match, no negatives, four dollars a click from people shopping for second-hand diggers.
- $577.98 per lead
- No conversion ever recorded
The rebuild
02
Four groups, aimed at real demand
Each one built around a demand pool the account's own search data had already proved existed.
- 74 keywords, phrase and exact
- 28 negatives
- 12 suburbs, not a radius
The trade
03
We paid more per click on purpose
Cheap clicks from people who will never hire anyone are the most expensive thing in the account.
- Cost per click up
- Cost per lead down 74 percent
The guard
04
Checked against a baseline every morning
Seven am, every day. Anything that changed overnight gets repaired before it spends.
- Four caught in the first month
Fewer clicks. More jobs.
Verified in the client's own account.
The problem
The spend goes out and the leads come in, but nobody can say which half was worth it. So the decision about next month is a guess.
Six twenty am
The enquiries came in overnight.
Every one of them tagged to the ad and the keyword that produced it, so next month is a decision rather than a guess.
What you get
- 01Campaigns split by what the searcher is actually trying to do.
- 02Negative keywords maintained weekly, not written once and forgotten.
- 03Conversion tracking that counts a real enquiry, not a page view.
- 04Won jobs sent back to the platform, so bidding learns from revenue.
- 05A cost per lead you can read without opening the account.
How it runs
01
We audit the account and the search terms it already pays for.
02
We rebuild the structure and the tracking before we touch budget.
03
We run it weekly and report against cost per lead, not clicks.
Where we run
The platforms your customers are already on.
- Google Ads
- Google Analytics
Sixty days, one client
$577.98 a lead, down to $148.10.
$577.98 →
$148.10
Search cost per lead
0 →
175
Clicks from Google
74%
Reduction in cost per lead
Verified in the client's own accounts
Fewer clicks. More jobs.
Verified in the client's own account.
Book a call
Show us what you already have.
Also
- Websites that get found
We build websites that do the two jobs marketing sites are supposed to do. They get found, and they turn a visitor into a lead.
- Somewhere every lead lands
A CRM out of the box is a demo. Configured properly it runs the business. We do the configuration.
- The jobs nobody should do by hand
The lead comes in, the confirmation email fires, the invoice is raised, the reminder goes at day three, the report lands on Monday. All of it, without anyone remembering to do it.