📖 weekly read ↓
Why we paused a $3,000/mo Google Ads campaign
Sometimes the data is uncomfortable.
A roofing company we work with spent $3,033 on Google Ads last month. They got 2 calls. That's $1,516 cost per conversion.
THE DIAGNOSTIC
Residential CPC: $28.67 (2 conversions)
Commercial CPC: $99.89 (0 conversions)
Nearly $100 per click on commercial roofing. And 0 conversions.
Commercial roofing buyers are property managers, not homeowners who click fast and call. The sales cycle is longer and Google Ads is often the wrong first channel.
When a campaign runs 30 days with zero conversions, Smart Bidding has nothing to learn from.
WHAT WE'RE CHANGING
1. Pausing commercial for 60 days
2. Narrowing residential to proven match types
3. Adding LSA for residential
4. Fixing the landing page
Takeaway
The biggest takeaway here? Don’t let your campaigns run on autopilot when the data is screaming for a change. Google's "Smart Bidding" is only as smart as the conversion data you feed it. If you aren't seeing the traction you need, it's time to pause, pivot, and tighten up your targeting.
See you in July, Virginia 👋
P.S. Fixing your traffic is only half the battle—you also need to make sure you're nurturing the leads you do get. If you haven't set up your automated email nurture sequences yet, I highly recommend using Kit. It’s the exact tool I use to manage all of my email marketing and keep our subscribers engaged without the headache.
