Hi there,
Really happy to give you some initial thoughts and guidance on your Google call ads. It sounds like you've jumped straight in, which is great, but there's a few things you might wanna consider to make sure you're not just throwing money away.
We'll need to look at your keywords...
You're asking about broad, exact, and phrase match keywords, and whether you should add a generic broad match keyword and bid extremely low on it to get cheaper leads. Honestly, I'd say tread carefully with broad match, especially with call ads. It's a quick way to burn through your budget with little to show for it. I remember working with a client who insisted on broad match for "plumbing services," and we ended up paying for calls about blocked toilets 20 miles outside their service area, it was a nightmare.
I'm not saying broad match never works, but with a limited budget like yours (£20 a day), you really need to be targeted. It might be worth experimenting with later, but for now, I'd stick to what you're doing with phrase and exact match.
Exact match is good, but don't get too hung up on it being exactly what people type in. Google's gotten pretty good at understanding what people mean, even if they don't use the exact words you're bidding on. Phrase match can often suprise you (in a good way!).
I'd say you should monitor your search terms report...
Whatever you do, keep a really close eye on your search term report. This is where you see the actual search terms that are triggering your ads. If somethings not working, just pause it or add it as a negative. Negatives are your best friend when you're trying to keep costs down. I've seen situations where people were paying for clicks on completely irrelevant terms because they weren't monitoring their search terms. It's like leaving the tap running and watching your money go down the drain.
You probably should raise your budget...
With only £20 a day, you'll want to be keeping a close eye on performance. I'd honestly consider raising that budget a little, or you will struggle to even get statistically significant data. Think of it like this: you need enough data to make informed decisions. If you're only getting a handful of clicks a day, it's going to take you ages to figure out what's working and what isn't. £20 a day is good as a test, but to scale, it might not be enough.
It depends a bit on the Cost Per Click (CPC) as well - but you say it is pretty high. If your CPC is high then maybe the budget isn't high enough to do anything meaningful.
You'll need to think about your ad copy...
Are your ads compelling enough? Are they clear about what you offer and why people should call you? A good ad can make all the difference, even with the same keywords. Try testing different headlines and descriptions to see what gets the best response.
Sometimes a tiny change in wording can have a big impact. Think about what makes your service unique and highlight that in your ad copy. Use strong call to actions and tell people what you want them to do – "Call now for a free quote," "Get a same-day appointment," etc.
You'll need to consider your landing page experience...
Even though you're using call ads, people might still click through to your website to find out more. Is your website up to scratch? Is it easy to find the information they're looking for? Is it mobile-friendly (a must these days)? A bad website can kill your conversion rates, no matter how good your ads are.
Make sure your phone number is prominently displayed on your website, and that it's clickable so people can easily call you from their mobile. Consider adding a contact form as well, for people who prefer to get in touch that way.
You'll need to measure everything...
I've detailed my main recommendations for you below:
| Area | Recommendation | Why |
|---|---|---|
| Keywords | Focus on phrase and exact match. Avoid broad match for now. | More targeted, less wasted spend. |
| Search Term Report | Monitor closely and add negatives as needed. | Prevents irrelevant clicks and wasted spend. |
| Budget | Consider raising it if possible. | Allows for more data and faster optimization. |
| Ad Copy | Test different headlines and descriptions. | Improves click-through rates and conversion rates. |
| Landing Page | Ensure it's clear, mobile-friendly, and has prominent contact info. | Improves conversion rates. |
| Tracking | Set up conversion tracking to see which ads and keywords are generating calls. | Allows for informed optimization. |
Look, all of this takes time and effort. You might wanna think about if you wanna do it yourself or get some help from someone who's done it before. It's easy to waste money on Google Ads if you don't know what you're doing. We've seen it a thousand times and helped clients save hundreds of thousands of pounds. It's really difficult to juggle the work and also being an expert in this area.
If you're interested, we offer a free initial consultation where we can review your account and strategy together. It's a good way to get a second opinion and see if we can help you get better results.
Regards,
Team @ Lukas Holschuh
