Solved: Assessing Google Ads Performance for Tech Support Service

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your advertising challenges. It sounds like you're facing a common problem with paid ads – inconsistent results can be frustrating, but they're often a sign that we need to dig a little deeper into the strategy.

We'll need to look at your current setup...

Firstly, I'd want to get a solid understanding of what your current "all over the place" results actually look like. Have you got any specific examples of what’s working (or more likely not working)? What does the cost per lead or cost per acquisition look like? Are your click-through rates low? Bounce rates high? All this data tells a story, and that story will point us towards the solution.

You mentioned you're primarily using Google Ads. Is that Search, Display, or Performance Max? Or a combination? Is your website fully optimised to convert the traffic? It's important to have the right campaign type running with the right optimisations and a website ready to convert potential customers into leads/sales.

I'd say you need a more targeted approach...

It sounds like the offer and targeting might not be aligned. With tech support being such a broad term, it's easy to cast the net too wide and end up attracting the wrong type of traffic. It could be that your current target audience isn't resonating with your ad copy or landing page, or vice versa. This could be because the audience you're targeting doesn't have a specific pain point. Alternatively, it could be that they have a pain point but are not actively looking for a solution - you may need to educate them before getting them to convert.

What specific needs does your tech support address best? Is it virus removal, hardware repairs, software troubleshooting, network setup, or something else? If you can narrow down your focus, it'll be easier to create ads that speak directly to the pain points of your ideal customers. Maybe even add audiences to your ads based on the software or hardware they use.

You probably should test new ad copy...

Your ad creative is another area to look at. Is your ad copy compelling? Does it highlight the benefits of your service and how it solves the problems people are facing? I recall one instance where we helped a software company refine their B2B targeting on LinkedIn Ads, and we brought their cost per lead down to $22.

You also need to think about what makes your service different from the competition. Is it your response time, your expertise, your pricing, or your customer service? Whatever it is, make sure you highlight it in your ads.

You'll need to think about a better bidding strategy...

It’s worth considering your bidding strategy too. Are you using manual bidding, automated bidding, or something in between? If you're using automated bidding, are you giving the algorithm enough data to work with? Maybe manual cost-per-click bidding might be a good starting point to figure out which keywords are profitable, then transition to value-based bidding for best results. It's important to choose the right bidding strategy based on your goals, budget, and data availability.

I've detailed my main recommendations for you below:

Finally, don't be afraid to experiment with different strategies and tactics to see what works best for you. Paid advertising is an ongoing process of testing, learning, and optimisation. It's important to stay flexible and adapt your approach as needed.

Hope this has been helpful. Figuring out all of this on your own can be tricky as lots of the time there's not a clear answer and it's about experimentation. If you'd like to have a chat and see if we can help, feel free to book in a free consultation - it's always good to get a professional to look over your shoulder and guide you through the process.

Regards,
Team @ Lukas Holschuh