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Triple Your Google
Ads Local Leads
2024’s Top PPC Tactics
Chris Sosnowski
Speaker
Chris Sosnowski
PPC Consultant
Redesign.co
linkedin.com/in/chris-sosnowski
❏ What part of PPC are you struggling with the most right
now?
❏ How do you measure success in your local PPC campaigns?
❏ What brings you here today?
Polls
1. Utilize your data
2. Effective campaign design
3. Craft compelling ads
4. Effectively launch and scale
5. Interpreting Google’s guidance
6. Unlock hidden value
7. Enhance ads with Local Service Ads and GBP
8. Q&A
Launch strategies
Maximizing value
Scaling strategies
1
Utilize your data
Strong feedback loops are crucial
Strong feedback loops are crucial
Do you know what
happens to your
conversions?
Strong feedback loops are crucial
What part of PPC are you struggling
with the most right now?
Poll
2
Eective campaign
design
Extremely simple structure that works
Set tCPA when you have
sufficient data
Start with what
works, then test
new ideas
Don’t reinvent the wheel
Use data to validate new strategies
What about keywords?
Select an
abundance of
relevant keywords
Non-brand
search CPCs
should land close
to “low” on tCPA
Select your
location targeting
Match type opinions
we agree with
“Ideal match types
change by industry…”
“Broad match struggles
in home services…”
“Great revenue data
makes broad work
better”
“I’ve seen broad match
perform at a 400+%
ROAS”
“Broad will bring in junk
terms” “Sometimes all you need
is phrase and exact with
negative keywords”
“You may need a ton of
negatives at first to make
broad work well”
3
Craft compelling ads
Craft ads that drive local action
Plumbing Electrician
● Use numbers
● Use simple deals
● Look at ads next to yours
● Connect your GBP
● Speak to concerns of the user
● Mention your location
● Use keyword insertion
● Use location insertion
● Add your favorite photos only
Simple landing page tips
Quickly build trust Make converting easy
Smiling faces
Add social proof early
Build trust through photos,
reviews, stars, guarantees, and
lists of services.
Don’t look like a sketchy site.
Phone numbers, reserving links
and form fills.
Even lousy sites with a good
CTA can convert well.
Smiling faces - esp. from a
customer - signal that you can
be trusted to do a good job.
Keep it simple!
Add star ratings, review counts,
reviews, jobs completed, hours
trained, and certifications.
What would you want to see?
4
Eectively launch and
scale
How do you measure success in your
local PPC campaigns?
Poll
Give the algorithm freedom, but minimize Google’s
time spent optimizing bad data
From this… To this…
Launching with smart bidding can be a wild ride
Real example
When to change strategy:
- If there are no conversions (or no leading indicators of a conversion)
- If the conversions are only low quality (and no way for Google to know)
Ensure conversions
are set up correctly
Phone numbers are
correct
Spell check ads and
extensions
Triple check location
targeting
Check all extensions and
click all links
QA your website from
multiple devices (F12)
Review negative
keywords
Search live ads (Preview
or isearchfrom.com)
Robust QA system
Launch (1x)
1 week after launch (1x)
bi-weekly
How often do we QA?
monthly
daily high-level
Keep change history
documents
You might think that launching the campaign ASAP and making
adjustments along the way will save time, but it will actually cost time.
Directly From Google
“ “
If you set the daily budget a little bit higher, the
campaign Is likely to find new users more quickly.
5
Interpreting Google’s
Guidance
Will this recommendation help, or could it hurt? If it could hurt,
test and watch it closely.
Review recommendations often
-
What brings you here today?
Poll
6
Unlock hidden value
Aribution and Conversion Paths
Understand your LTV
Track customers
using a CRM
Invest in your LTV in
PPC
New customers are
usually the most
expensive to acquire
Find ways to bring
repeat customers back
30d conv window
68% growth
22% growth
7
Local Service Ads and
GBP
More channels increase the
number of touchpoints that
consumers have with your brand.
Know your search results well
Cross Channel Eorts = Beer Ads
Use many channels
Have a strong GBP
Connect GBP and Google Ads
Build brand awareness
Review your search results regularly
to know how your ads fare against
the others. Always look at desktop
and mobile.
Your Google Business profile will
often be the first thing a consumer
sees, or what they will see right
before converting.
Connect your GBP and Google Ads
under the Extensions tab to be
opted into additional ad
placements.
Brands that do branding efforts
often have stronger non-brand ads
performance.
go.redesign.co/search-engine-journal
Q&A

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2024's Top PPC Tactics: Triple Your Google Ads Local Leads

  • 1.
  • 2. Triple Your Google Ads Local Leads 2024’s Top PPC Tactics Chris Sosnowski
  • 4. ❏ What part of PPC are you struggling with the most right now? ❏ How do you measure success in your local PPC campaigns? ❏ What brings you here today? Polls
  • 5. 1. Utilize your data 2. Effective campaign design 3. Craft compelling ads 4. Effectively launch and scale 5. Interpreting Google’s guidance 6. Unlock hidden value 7. Enhance ads with Local Service Ads and GBP 8. Q&A Launch strategies Maximizing value Scaling strategies
  • 7. Strong feedback loops are crucial
  • 8. Strong feedback loops are crucial
  • 9. Do you know what happens to your conversions? Strong feedback loops are crucial
  • 10. What part of PPC are you struggling with the most right now? Poll
  • 12. Extremely simple structure that works Set tCPA when you have sufficient data
  • 13. Start with what works, then test new ideas Don’t reinvent the wheel Use data to validate new strategies
  • 14. What about keywords? Select an abundance of relevant keywords Non-brand search CPCs should land close to “low” on tCPA Select your location targeting
  • 15. Match type opinions we agree with “Ideal match types change by industry…” “Broad match struggles in home services…” “Great revenue data makes broad work better” “I’ve seen broad match perform at a 400+% ROAS” “Broad will bring in junk terms” “Sometimes all you need is phrase and exact with negative keywords” “You may need a ton of negatives at first to make broad work well”
  • 17. Craft ads that drive local action Plumbing Electrician ● Use numbers ● Use simple deals ● Look at ads next to yours ● Connect your GBP ● Speak to concerns of the user ● Mention your location ● Use keyword insertion ● Use location insertion ● Add your favorite photos only
  • 18. Simple landing page tips Quickly build trust Make converting easy Smiling faces Add social proof early Build trust through photos, reviews, stars, guarantees, and lists of services. Don’t look like a sketchy site. Phone numbers, reserving links and form fills. Even lousy sites with a good CTA can convert well. Smiling faces - esp. from a customer - signal that you can be trusted to do a good job. Keep it simple! Add star ratings, review counts, reviews, jobs completed, hours trained, and certifications. What would you want to see?
  • 20. How do you measure success in your local PPC campaigns? Poll
  • 21. Give the algorithm freedom, but minimize Google’s time spent optimizing bad data
  • 22. From this… To this… Launching with smart bidding can be a wild ride
  • 23. Real example When to change strategy: - If there are no conversions (or no leading indicators of a conversion) - If the conversions are only low quality (and no way for Google to know)
  • 24. Ensure conversions are set up correctly Phone numbers are correct Spell check ads and extensions Triple check location targeting Check all extensions and click all links QA your website from multiple devices (F12) Review negative keywords Search live ads (Preview or isearchfrom.com) Robust QA system Launch (1x) 1 week after launch (1x) bi-weekly How often do we QA? monthly daily high-level Keep change history documents
  • 25. You might think that launching the campaign ASAP and making adjustments along the way will save time, but it will actually cost time. Directly From Google “ “ If you set the daily budget a little bit higher, the campaign Is likely to find new users more quickly.
  • 27. Will this recommendation help, or could it hurt? If it could hurt, test and watch it closely.
  • 29. What brings you here today? Poll
  • 32. Understand your LTV Track customers using a CRM Invest in your LTV in PPC New customers are usually the most expensive to acquire Find ways to bring repeat customers back 30d conv window 68% growth 22% growth
  • 34. More channels increase the number of touchpoints that consumers have with your brand. Know your search results well Cross Channel Eorts = Beer Ads Use many channels Have a strong GBP Connect GBP and Google Ads Build brand awareness Review your search results regularly to know how your ads fare against the others. Always look at desktop and mobile. Your Google Business profile will often be the first thing a consumer sees, or what they will see right before converting. Connect your GBP and Google Ads under the Extensions tab to be opted into additional ad placements. Brands that do branding efforts often have stronger non-brand ads performance.