Tested strategies that work for in-house marketers and small marketing teams — so you don’t waste time, including Google Ads, social media, automation, and text marketing.
💸 Your ad budget is lying to you
Published about 9 hours ago • 4 min read
Hey Reader,
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I'm going to tell you something uncomfortable: the way you allocated your Google Ads budget 3 months ago is probably wrong today. Markets shift. Seasons change. What worked in January might be bleeding money in April. And most business owners never go back and check. Here's a real example from a door and window company we manage: They had a $5,400/month budget split roughly evenly across their campaign types, Local Service Ads, Search campaigns for different service lines (windows, doors, garage doors), and a Brand campaign. When I looked at the numbers, the story was crystal clear: 🟢 Their LSA campaigns were generating leads at around $34 each — and those leads were answering the phone, booking appointments, and converting into real jobs. 🟡 Their window Search campaign was getting leads at $34 — solid, with 36+ conversions working hard. 🔴 Their garage door Search campaign was spending $821 and producing only 8 leads — that's $102 per lead. The Fix? We reallocated. We pulled budget from the underperforming campaign and funneled it into the channels that were actually producing results. 📐 The 3-Signal Framework for Budget Reallocation 1️⃣ Rising Cost Per Lead — campaign losing efficiency 2️⃣ Declining Click-Through Rate — ads no longer resonating 3️⃣ Impression Share Below 20% — underfunded or too broad When you see 2 out of 3 of these signals, it's time to ask: "Is this where my next dollar is best spent?" 🧪 The "Sniff Test" for Budget Efficiency Pull up your campaign performance for the last 30 days. Sort by cost per conversion. Ask: "If I had $100 to spend RIGHT NOW, which campaign would I put it in?" If the answer isn't "all of them equally" — then your budget allocation is wrong.
Don’t let your ad spend sit on autopilot while the market moves without you. Take five minutes today to run the "Sniff Test" on your last 30 days of data, your bank account will thank you. If the numbers look a bit messy or you’re just not sure where that next dollar should go, hit reply and let’s find your hidden wins together. See you in the next edition!
P.S. To automate the "Sniff Test" and manage budgets without the manual math, I use Optmyzr.
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Tested strategies that work for in-house marketers and small marketing teams — so you don’t waste time, including Google Ads, social media, automation, and text marketing.
