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Google Adwords Call campaign

by Zachmode
2 replies
  • PPC/SEM
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I work as a bail bond agent and fugitive recovery agent. I have a small website setup for about 6 months now and rank organically on 2nd page of google for most local search keywords. Also have a google my business with 2 reviews, and a facebook page for it.

For about 6 months my phone was blowing up with leads, enough so that most of the time i forwarded calls to my wife because I was working a lead. I ran google call ads, but last few weeks even though the jails have been really busy I am not getting many calls at all now. This has caused me to have a few pretty low income weeks.

Basically, how my campaign has been setup is I have 1 campaign, with a few different ad groups. Most of my clicks go to 1 ad group though. My ad shows when people inside a 40 mile radius search for my keywords. In the beginning I was writing bonds in surrounding counties, as well as the most populated county. Last 4 months or so I have written 95% of my bonds in the most populated county.

I am wondering how I can structure my campaign to be more targeted to the surrounding counties. Would it be beneficial to make a new campaign with their own geographically specific keywords for each surrounding county I am willing to travel to and provide my service?
#adwords #call #campaign #google
  • Profile picture of the author dburk
    Hi Zachmode,

    Google Search ads are where most new business will come from in your niche. So you are definitely in the right channel, and that is also why it is the most competitive ad channel.

    It is likely that your earlier success came at the expense of one or more of your competitors. They likely have upped their game to take back traffic lost to your campaign. You need to analyze your data to see exactly what has changed, who among your competitors are beating you, and exactly how they are doing it.

    There are tools built into AdWords that will help you with those tasks:
    Mare about the ad auction and ad quality that you might find useful:


    Consider using location specific campaigns so that you can target that location with highly specific ad text and so that you can measure and optimize more easily at the location level. Perhaps one campaign for each county? If there are multiple metro areas within the same county consider splitting those into separate campaigns for improved location targeting.

    There is so much more that you can do. That should give you a good start. Reach out if you have questions or run into any issues figuring it out.

    HTH,

    Don Burk
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  • Profile picture of the author Marty Foley
    A basic but important question: Do you have conversion tracking set up for every action you want visitors to take on your website, as well as for calls made through Adwords ads?

    That would be my first and foremost recommendation, because otherwise you'll be flying blind as to which keywords, ads, landing pages, geographic areas, etc., are working for you, and which aren't. You may be surprised how often this is overlooked.

    Don't forget that you can track phone calls from Adwords through your website, if you set up Website Call Conversions tracking: https://support.google.com/adwords/answer/6095883?hl=en
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