Paying Too Much for Leads That Never Booked.

They were running the ads themselves, and the account was mostly doing what Google had suggested it do. Performance Max was on, the recommendations had been accepted as they arrived, and there was no strategy underneath any of it. The budget was going somewhere. Nobody could say where.

Every click landed on the home page, which was the other half of it. The design was dated, the contact button was hard to find, and there were almost no photographs of finished work on it. Somebody arriving from an ad about deck repair had to hunt for the thing they came to do, on a page that gave them no reason to believe the work would be any good.

1. Turned off what Google had turned on.Performance Max came out and the accepted recommendations went with it. What was left was search, on terms somebody with a rotten board actually types.
2. Rebuilt the campaigns and the targeting.Structured around the jobs they wanted and the areas they cover, with the searches they do not want blocked rather than paid for.
3. Stopped sending the ads to the home page.A landing page built for the one thing the ad promised, with the work photographed, the contact button where the eye already is, and nothing else competing for the click.
4. Made the page load properly.Speed was the quiet one and it moved the numbers hardest. A page that opens before somebody gives up costs a fraction of one that does not.