Challenge
No Data, New Account, and High Local Competition
Target: Achieve a cost-effective CPA while generating consistent lead volume
Competition: Extremely high, several well established local players
Platform: Google Ads
Initial Budget: Lean, with strict allowable CPA targets
Stage: New Google Ads account with no historical data
Our Strategy
Smart Segmentation, Intent-Driven Structure, and a Human-Centric Approach
1. Understanding Intent: Segmenting Location from Service
With no historical data to lean on, our first move was to structure the account to reflect user intent. We separated location-based searches from service-specific queries. This gave us:
- Greater control over CPCs in high-cost areas
- Clearer signals on which searches showed commercial intent
- A framework to prioritise budget based on real opportunity
This segmentation allowed for better optimisation and informed how we built our bidding and targeting strategies.
2. Optimising the User Journey: Built for Urgency
The service offered by this business often fell into the “stress-purchase” category—something people needed immediately. So, we treated it that way.
- Website updates: We streamlined the conversion path for users in a hurry.
- Ad copy & extensions: Asset extensions were heavily call-focused. Why? Because no one wants to fill in a form when they’re in a rush—they want to speak to someone.
This created a frictionless journey for high-intent users and boosted phone lead quality.
3. Building Momentum: Manual Tuning Before Smart Bidding
Initial performance was challenging—minimal volume, high CPCs, and a constant cycle of excluding irrelevant traffic. But this was part of the plan.
We used the early weeks to:
- Add negative keywords to keep the account lean
- Manually manage bidding to learn where the opportunities were
- Track early signs of lead quality to refine keyword targeting
Once we had enough conversion data, we switched to automated bidding—resulting in an immediate and measurable uplift.
The Results
- Week 1–2: Minimal leads, high CPC, tight refinement
- Week 3: Initial leads began to trickle in
- Week 4: 9 leads in a single week (up from 3 the week before)
- CPA performance hit the ceiling of our target range, showing strong alignment between market demand and allowable cost
This performance not only validated the opportunity in that location but also laid the groundwork for scalable campaign growth.
Conclusion
Precision + Patience = Performance
Starting from zero in a competitive location is never easy—especially when you’re working with strict CPA targets and no historical account data. But with the right structure, strategic segmentation, and a human-led approach to the user journey, we built something that delivered results fast.
Now, with a proven campaign structure in place, the business has a clear view of what success looks like, and how to repeat it.
“The Ad Lounge has been a tremendous support, helping us to maximise reach with limited PPC budget & recommending tests to help us understand the true incrementality of both campaigns & the channel.“
Jeff
