Sep 7 • General discussion
Google Ads Early Optimization goal
Plan is to start with $500 To train the machine. Scaling only after it sprints,
Our local marketing company recommended we start with small budget in order to allow time for Google to learn about our business. They say people try to scale before Google understands who to send. That’s how you burn cash. We’re doing the opposite: buy signal first, then buy volume.
Phase 1: The $500 Optimization Sprint (Buy Data, Not Vanity)
Objective: Teach Google who your buyer is (booked design consults from qualified homeowners), and harden every link in the chain.
What’s getting optimized in this sprint:
- Tracking & Signals
- Primary conversion = booked in‑home design consult (not just form submits). Track calls, forms, and bookings separately. Kill duplicates. Feed back closed deals via offline conversion/import with values so the algo learns high‑value leads.
- Only scale once tracking is clean. No clean tracking = no scale.
- Targeting & Intent
- Keywords: themes around “kitchen remodeler near me,” “bathroom renovation contractor,” “kitchen design and build.” Start tight, expand only winners. Prune search terms daily; build a real negative list.
- Geo: restrict to your best ZIPs (higher home values). Ad schedule: show when humans answer phones.
- Ads (Hooks, Offers, Proof)
- Hooks do the heavy lifting. Write 50 headline hooks that hit levels of awareness (problem → product → most aware). Examples: “See Your New Kitchen Before We Swing A Hammer (Free 3D Render),” “On‑Time, On‑Budget Guarantee,” “0% Promo Financing Available.” Spend 80% of creative time on hooks. I added this here as our marketing team didn't really spend much time here, they were only focused on adding general keywords, I being concerned about hooks suggested they put a little more effort into them
- Build 3–5 “meats” (testimonial, before/after, explainer, founder cam). Mix and match to find winners fast. I have 3 people lined up to do video testimonials.
- Extensions: sitelinks (Kitchens, Bathrooms, Financing, Gallery), callouts (Licensed. Insured. 100+ 5‑Stars.), structured snippets (Services: Design, Demo, Install), image assets, call asset.
- Bidding & Budget
- Start with a small daily budget (~$500 total across 1–2 weeks) to buy statistically useful signal. Shut losers, feed winners. Use conversion‑focused bidding once you have reliable conversions; move to value‑based once you’re importing revenue.
- Testing budget rule of thumb: be willing to invest up to 2x your 30‑day cash collected to find winners—stop early if zero response.
- Landing Page CRO
- Above‑the‑fold: big before/after, “Book Your Design Consult,” phone CTA. Social proof (reviews, badges), financing, guarantee. Speed matters. Consider a cost‑estimator quiz to qualify by budget and timeline.
Phase 2: Maxed? Now Scale On Purpose
Once CAC is at/under target and you’re losing impression share from budget, reverse your budget from sales goals and pad ~20% because efficiency drops at scale. Commit to the math.
How to scale without breaking it:
- Raise budgets in clear chunks, keep structure stable.
- Add More, Better, New: do way more of what’s working, make creatives better, only then add new placements.
- Keep making new hooks weekly so ads don’t fatigue. Winners win because they keep producing.
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Google Ads Early Optimization goal
