Solved: Best Google Ads Strategy for a Graphology Business?

Hi there,

Happy to give you some initial thoughts and guidance on your Google Ads strategy for your graphology services. It sounds like a really interesting service!

We'll need to look at your Ideal Customer Profile...

Firstly, it's important to define who you're trying to reach. Think about who is most likely to be interested in handwriting analysis. Are they businesses looking for personality assessments, or individuals seeking self-discovery?

Once you've got a clearer picture of your ideal customer, you can start tailoring your ads and targeting accordingly. I remember when we were running a campaign for an HVAC company, we had to really refine the audience to be relevant to the area they served. We found that targeting too broadly diluted our message and wasted budget.

I'd say you should research your Keywords...

Keyword research is essential for success with Google Ads. Use tools like Google Keyword Planner to identify relevant keywords that your target audience is searching for.

Consider both broad and specific keywords. For example, "handwriting analysis" is a broad keyword, while "handwriting analysis for personality assessment" is more specific. Long-tail keywords (longer, more specific phrases) can be less competitive and attract highly qualified traffic. You will need to play with the keywords for a while to discover which are most relevant to you. I recall working with a subscription box client where we achieved a 1000% Return On Ad Spend by carefully selecting the keywords!

You probably should test Search vs. Video Ads...

You asked about search ads versus video ads. The best option depends on your target audience and goals.

Search ads are ideal for people who are actively searching for handwriting analysis. If someone types "handwriting analysis services" into Google, a search ad can appear at the top of the search results.

Video ads are better for raising awareness and reaching a wider audience. You can target people based on their interests, demographics, and other factors.

I would recommend testing both search and video ads to see which performs better for you. You can track the results of your campaigns in Google Ads and make adjustments as needed.

You'll need to optimise your Landing Page...

Your landing page is where people will go after clicking on your ad. It's important to create a landing page that is relevant to your ad and encourages people to take action.

Your landing page should have a clear call to action, such as "Book a handwriting analysis" or "Learn more about our services." The landing page should be visually appealing and easy to navigate. We often find a landing page with some sales copy works best.

You'll want to consider your Budget...

Your budget will depend on your goals and the competition in your market. You mentioned wanting to get 100 clients a day... that might not be too feasible or realistic to begin with, maybe you can gradually grow it.

Start with a small daily budget and gradually increase it as you see results. You can also use Google Ads' bidding strategies to optimise your budget for conversions.

It's difficult to say what the typical customer acquisition cost will be, as it depends on many factors. But I'd say you're probably looking at about $10-$50 per lead but it can be more expensive if you are in a competitive market or cheaper if you’re lucky and your services are in high demand.

You'll have to split test Creatives and Targeting...

To optimise performance, I'd always split test creative and targeting within the same campaign. I remember working with a client in the eLearning niche, where we achieved a 447% ROAS in just one week by split testing!

This involves experimenting with different ad copy, images, and targeting options to see what works best. For example, you can test different headlines in your search ads or target different demographics with your video ads.

Continually monitor your results and make adjustments to improve your campaign performance.

You probably should optimise for Conversions...

If conversions are the goal, I’d definitely optimise for conversions. Setting up conversion tracking in Google Ads is really important so you can see which ads are turning into revenue.

The best ad platform is where the target audience can best be reached with the ad platform’s available targeting options. Wrong ad platform = wrong targeting = difficult to achieve results. For example, I worked on a campaign for a B2B software and we managed to get cost per leads from $22 using LinkedIn Ads!

I've detailed my main recommendations for you below:

Advertising your graphology services on Google Ads can be a really effective way to reach new clients and grow your business. But tbh, it can be complicated at first and I'd say there's definitely a steep learning curve to it. Getting the targeting right is very important, which includes the keywords you are targetting as well as the locations and demographics.

You might want to consider getting some expert help to get started. We offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.

Hope this helps!