The request is usually: “we are getting good leads, we want more, double the spend.” Sometimes that is exactly right. Six checks tell us which kind of account we are about to scale.
1. What the account counts as a conversion
A form fill is not a lead. The three things that usually matter are a submitted form, a WhatsApp click, and an inbound call – and all three have to be de-duplicated, because the same person does all of them in ninety seconds. If a page-view-based conversion fires on a thank-you page that people reach by refreshing, the report is fiction and automated bidding is being trained on it.
2. The search terms report, read early
Weekly is too slow. The first week of a new campaign tells you more if you read it on day two: what people actually typed, which of the matched themes are junk, and whether the intent is research or purchase. Modern matching is broad by design, which is fine while someone is watching it.
3. Negative list hygiene
Jobs, salary, free, course, and “near me” variants for cities you do not serve. Competitor brand terms get decided deliberately, not by accident. The cheapest wasted spend in a local account is a hiring-intent query paying for a service-intent ad.
4. Location settings
Presence versus interest is worth checking before any budget conversation. “Everyone interested in Sonipat” includes people in other states, and a click from them costs the same and converts far less.
5. What the click lands on
Mobile landing speed is not a purity test – it is the difference between a form that gets filled and one that gets abandoned. If the page fails interactivity on a mid-range phone, the fix is cheaper than the extra budget and it improves every campaign at once.
6. What happens after the enquiry
Who answers, on what number, within how many minutes. This is where accounts with good numbers and bad revenue live.
Then, and only then, the money
Raise in steps of fifteen to twenty percent and watch qualified-lead cost, not just cost per conversion. Automated bidding needs volume to learn; below roughly ten to fifteen conversions a week, adding campaigns makes it worse, while collapsing the account into fewer, better-fed campaigns makes it work. The account is a measurement device before it is a spending device – if it cannot tell you which campaign produced work, doubling it doubles the confusion.
Leave a Reply