Austin | Google Ads

A Google Ads Case Study 📈👨‍⚖️⚖️ How Defining Conversions, Hyper-Targeting, & Auction Manipulation Generated 5M+ In Case Value The Scenario: Law client in a very competitive market. Client has a history of spending ~5k monthly for Google Ads, but has never been able to scale past that mark efficiently. The Goal: Create 5x ROAS for 4 different case types. The Solution: Defining conversions - We defined conversion values for the 4 different case types, & implemented correct conversions for phone calls and form submissions. - Campaigns were segmented into case types, but more importantly by conversion value. Some of the case types depend on market conditions, so we monitor which cases are coming in, and if they are retained. This allows us to scale campaign spend up or down depending on which is generating more revenue at that time. Hyper-Targeting - After analyzing all of their past case data, we found which zip codes would be the most profitable to target, instead of targeting by radius or county. Now, we bid adjust by zip code depending on conversions, conversion rate, & CPC. - Each case type was segmented by themes for each ad group. This, combined with a specialized copy for each ad group, along with City Keyword Insertion, produced a ridiculous 50% CTR for some ad groups. - Looong list of negatives. Clicks are expensive for law, so we make sure to waste as little as possible. This means researching as many competitors as we can, and eliminating any research-related keywords. - 1 phrase match ad group, with few keywords. Every other ad group is exact. This gives us room to find new keywords while staying focused on ready-to-convert users. Bid Strategy - We started with a Manual CPC bid strategy for all campaigns. This helped control costs while we found the most efficient keywords. - After 20ish conversions for each campaign, we switched to Max Conversions. This worked great for 3 of our campaigns, but our most important case type would not spend what we wanted. So, I switched it back to Manual CPC & increased the Max bids to 200% our current Avg. CPC. This skyrocketed Spend, CTR, Imp. Share & kept conversions efficient. We were available in more auctions since we were able to spend what was necessary - but it only increased our Avg. CPC by 135% The Results: 25x ROAS | $5M+ Generated Case Value

Learning the in's & out's of Google Ads is the easy part. Strategy & experience is the hard part.

If your website is fast and has all of your products/services you probably don't need to pay for a 10k redesign Work on your offer, copy, and product/service details Test test test

I used to work on freelance projects Before work During lunch After work Now I only work when I want 2 years of hard work can change your life for good

@lifemaximised I wish there was a way to exclude topics. I just scroll past as fast as possible

How do I escape the doom and gloom political posts on this app? No matter how much I try to optimise my algorithm it constantly pushes pessimism to me. Completely unproductive in my life and just a source of unnecessary stress and distraction.

@lukebielb Love it. With less budget to invest, you must invest more time

Can I run ads on a small budget? A client just asked us this. How to run ads profitably on a small budget: 1. Nail the basics: Your Offer, Sales Funnel, Ad Angles (start with 2-3). 2. Only then, run the traffic. Be smart, no money to waste. Better prep = better ad performance.

@alexmcea If it's not the landing page/offer - I'd say audience mismatch or an overpromising ad. I would look to pre-qualify the audience with the copy

An ad has a great hook rate and CTR, but poor ROAS. What do you do with the ad?

@AnthonyHigman For sure haha

@AustinPPC_ I also kind of immediately HATE Canva now LOL. It has been getting worse and worse for the last few months with how slow it is. This has been getting worse with Ai of course, but now LOL

I Was Just Joking When I Said Google Ads Just Integrated Canva Into Google Ads, But That Is Really Actually What Happened LOL x.com/AnthonyHigman/…

If you can visualize a behavior - it will seem easier to do - & you'll be more likely to act on it How can you start writing copy like this? Turn vague tasks, into specific examples Call Us Today -> Talk to a Lawyer Now

If your client desires impressions & spend Write 3 RSAs (with different angles) More inventory = more options for Google

Don't throw 10 different ad angles at users Repeat the same angle in your ad copy Users don't read, they skim Say the same thing twice & users may only read it once

@AndrewLolk Love this idea. Full force on one project. I wonder how much this may increase creativity & speed. Would love to hear the results later 👀

From July onwards we're only doing one project at a time in the agency. Operations, People, Sales or Marketing can not start a new project while another project is set to active. Trying this out for the rest of the year. What will go wrong?

If you've said what you need to say in your ad - stop Don't shove in new headlines or descriptions if you've written a perfect ad Add only what's relevant & different from what you already have

@IAmAaronWill Same haha I have to remind myself to turn it off

Me 24/7.

@JayMacBiz Undercharge is usually necessary to get in the game. Generating a volume of case studies is extremely valuable

A lot of these you just have to go through it to realise the mistakes tbh. Useful to know to avoid but I don't know many new freelancers who don't way undercharge for example, even though everyone tells them so.

Things I did as a noob freelancer that makes me laugh/cry today, a decade on; • Charged ridiculously low prices • Took all call/meeting requests • Kept working with late payers • Let clients treat me poorly • Allowed scope creep • Didn't use templates • Had no processes

Google: Don’t keyword stuff *puts 13 keywords in ad* Google: EXCELLENT

You finally find your car keys You know that feeling That’s how a perfectly crafted headline hits your readers “Ah-ha, just what I’ve been looking for!”

I love seeing Relevance, Authority, & Urgency in a short ad

Reviews on a landing page are never optional - Standard 5 star reviews with a short blurb (for the quick checkers) - Longer form case study (for the deep researchers) - Video review (for the watchers instead of readers)