The 1 Metric that Matters in Marketing and Google Ads

I was on a call with a prospect the other day.

He had a swimming pool construction business.

He had been running Google Ads for several months now with little to no success and I was trying to find out what’s the main issue with his account.

The conversation goes like this:

-Me: What are you trying to achieve with your Google Ads.

-Prospect: Get more customers. Build more pools. Repair more pools.

-Me: What are the Google Ads metrics that matter for your campaign most?

-Prospect: CPC matters. The lower the CPC, the more clicks I get per day and I have more chances to seal more deals.

-Me: How many deals have you sealed so far?

-Prospect: Not many.

Now here there’s an issue. And it’s not about Google Ads, the copy, the landing page or the CPC. The problem has to do (and I often see this) with a business owner focuses on the WRONG metrics.

They lose the big picture.

It’s good to get low CPC (even $0.1 CPC if possible).

But do you get quality leads? Do you close deals?

I would prefer every day to get high CPC and high quality leads (of course I need to run the numbers to ensure I’m on profit) to low CPC and low quality leads.

Which is something I talk about in my daily emails that many find informative and funny.

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