Key Takeaways (TL;DR)
- Don’t pause on CPC alone. Fix geo, match types, negatives, assets, and landing cues first.
- Run a tight Phrase/Exact structure and mine search terms daily.
- After optimization, add a controlled ~$500 test window to validate.
- If KPIs still lag, rethink structure, offer, or landing page—then scale.
- Need help? Get a Google Ads audit/management from our team.
Why Website-Selling Is Hard (and Still Worth It)
The niche is extra competitive: many advertisers, overlapping keywords, and inconsistent intent. That pushes CPC up and punishes broad setups. The counter? Tight targeting + compounding relevance. See how we structure profitable accounts in my Google Ads Case Study.
The “Keep Running vs Pause” Decision—Use This Math
Before you pause, check these four numbers:
- AOV / Deal Size (after discounts)
- Gross Margin
- Landing Page CVR (% of clicks → lead) & Lead→Sale rate
- Target CAC (what you can afford per sale)
Break-even sanity checkMax CPC ≈ (Target CAC × Conversion Rate from Click→Sale)
If your actual CPC is higher than this after optimization, it may be time to rethink.
Step 1: Tighten Geography (Small, Proven Clusters)
- Start with locations where you’ve historically closed clients.
- Use Presence (People in or regularly in your locations), not “interest.”
- Build ad copy with local cues (city/region mention) and mirror on the landing page (even a small flag, trust badges, or local proof).
- Consider separate campaigns for top clusters to control budgets.
Step 2: Structure for Intent (Phrase/Exact Only)
- Use Phrase/Exact to protect intent and stabilize CPCs.
- Break themes into 2–4 focused ad groups with tightly aligned RSAs.
- Add negatives from day one; mine search terms daily in the first 2 weeks, then at least 2–3× weekly.
Search Terms Workflow
- Sort by cost and no-lead queries → add as negatives.
- Identify long-tail winners → promote to keywords (Exact).
- Keep a living negative list (general + brand-specific).
Step 3: Budget Phasing (Optimize → Then +$500 Test)
- Stabilize structure, then add a controlled ~$500 top-up over ~7–10 days.
- Watch CTR, CVR, and CPA. If nothing improves, don’t scale—diagnose.
Step 4: Landing Page Moves That Lift CVR
- Load fast, show portfolio, reviews, badges, and local cues.
- Add lead capture (newsletter, checklist) for non-ready buyers.
- Surface pricing ranges or package anchors if your sales process allows—clarity improves trust.
Step 5: Anti-Fraud & Traffic Quality
- Use advanced location settings, exclude suspect IPs, and monitor invalid clicks.
- If you ever face suspensions or policy flags, follow our full Google Ads suspension recovery guide.
Don’t Skip Ad Assets (They Boost CTR & Trust)
Use: Sitelinks, Callouts, Structured Snippets, Price, Call, Location, Ratings (where eligible). High-coverage assets = richer SERP, higher CTR.
When to Pause (After a Real Test)
Pause only after you’ve:
- Tightened geo, moved to Phrase/Exact, mined negatives,
- Upgraded assets and landing page,
- Completed a $500 validation window with no KPI lift.
At that point, revisit:
- Campaign structure (SKAG-ish clustering, new themes),
- Offer/pricing packaging,
- Landing page messaging and social proof,
- Consider channel mix—SEO + PPC can lower blended CAC over time.
FAQ
Q1: What if Maximize Conversions spikes my CPC?
Start with manual CPC or tCPA only after enough conversions. In heavy niches, automated bidding can chase pricey auctions too soon.
Q2: How many ad groups to start?
Begin with 2–4 tightly themed groups; expand only when you’ve got clear winners.
Q3: How long before I judge results?
Give it 7–10 days after optimization with at least ~$500 incremental data. Judge by qualified leads and CPA, not impressions.
Q4: Should I show prices?
If your process supports it, transparent ranges improve trust and pre-qualify leads.
CTA
Need a done-for-you setup or an expert audit? We’re a full-fledged Google Partner agency—book a discovery call today.