Your data shows it: you're ready to scale smarter, not spend harder.

Audit past PPC or organic performance to identify trends, strengths, and areas needing improvement.

Set clear, performance-based KPIs such as Cost Per Lead (CPL), Lead Volume, and Conversion Rate to measure success accurately.

Example: “Reduce CPL from $60 to $40 while maintaining 50 qualified leads per month,” providing a concrete target to guide optimization efforts.

Analyze existing CRM and form data to segment customers by key factors like industry, budget, and geography for more precise targeting.

Understand customer pain points and triggers that influence buying decisions to craft more relevant messaging.

Identify your best-converting service pages and sales funnels to focus resources on the most effective parts of your marketing journey.

Check your GA4 setup thoroughly, including goals, events, and funnel configurations to confirm that key user actions are properly tracked.

Verify that Google Ads conversion tracking and Meta Pixel are correctly implemented to capture all relevant conversions.

Set up phone call tracking using tools like Google Ads Call Extensions or third-party solutions like CallRail to measure calls as valuable conversions.

Use Google Tag Manager (GTM) to track all critical user interactions such as CTA button clicks, form submissions, and phone number clicks, ensuring no valuable data is missed.

Configure Google Ads conversion tracking for multiple action types, including form submits, calls from ads or call extensions, and secondary engagement signals like time on page or scroll depth.

Set up offline conversion imports if you use a CRM system (e.g., HubSpot, Zoho, Salesforce) to connect offline sales data with online ad performance for a complete view of campaign impact.

Search Campaign (High-Intent Capture) - focus on users who are actively searching for your services.

Goal: Maximize Conversions

Bidding: start with Maximize Conversions. Once you have ~30–50 conversions/month, switch to Target CPA bidding

Match Type: Use Broad Match with smart bidding

Audience Signals (via Observations): past website visitors, lookalike audiences from converters, in-market audiences (relevant to your service category)

Structure: group keywords by theme/service intent, where each ad group should cover a service category (e.g., "emergency plumbing", "roof repair", "family law consultation")

Ad Assets: Responsive Search Ads with variations of pain-point + solution-based copy. Don’t forget to add all possible ad extensions: Call Extensions, Location Extensions, Structured Snippets, Callout Extensions

Performance Max Campaign - use this to discover and convert prospects across YouTube, Gmail, Maps, Search, Display, and Discover—especially where your brand isn't already top-of-mind.

Goal: Maximize Conversions

Bidding: Start with Maximize Conversions; switch to Target CPA once you have conversion data

Audience Signals: customer lists (if available), website visitors, converted leads from past campaigns, high-quality lead sources from your CRM (if offline conversion import is set up)

Creative Assets:

Headlines & descriptions (value-driven, CTA-focused)

Images (service in action, people-focused, before/after)

Short-form video (15–30 sec, vertical and square) – even basic testimonial videos work

Landing Page Strategy: Direct to the most relevant, conversion-optimized page for each asset group (avoid homepage dumps)

Start with Instant Forms (lower friction) and add Conversions campaign (to your website form) once you have 50+ conversions/week to leverage optimization power.

Audience strategies:

- Lookalikes from existing leads/customers

- Warm audiences: site visitors, Instagram engagers, video views

- Interest + geo targeting

Ad copy formula: Hook → Pain Point → Solution → Offer → CTA

Use Dynamic Creative (automatically tests copy/image/video combos)

Let ad sets run for at least 3–5 days before judging performance

Optimize for “Leads” event (not link clicks or impressions)

Retarget website visitors who showed strong interest but didn’t convert, such as those who visited your pricing or contact page without completing an action.

Engage users who demonstrated deeper engagement by viewing two or more pages or scrolling at least 50% down a page, indicating genuine interest.

Offer valuable lead magnets like free consultations, audits, or checklists to encourage these warm prospects to take the next step and convert.

Leads by channel and campaign

Conversion rate by landing page

CPL vs goal

Top-performing search terms and audiences

Pause underperformers (high CPL, low engagement)

Test 1–2 new variables monthly (e.g., new angle, video ad)

Reevaluate keyword match types and negative keywords