Starting a local lead gen project

[Andy Black]

A new client signed up yesterday (meaning they paid the invoice yesterday).

They generate leads and sell them to local businesses.

They’ve used about 5 different Google Ads freelancers or agencies to date and can’t get profitable.

We're starting in one city and will scale nationally if it works, maybe internationally.


Steps taken last night:

1) Raised a task to get conversion tracking implemented properly.


2) Reviewed the live campaign

• 154 search terms contained the city name.
• 8 search terms contained "near me".
• 76 search terms contained neither.

This was a good sign as search terms containing a location usually indicate the searcher's looking for a local service.


3) Got some ideas of main services from the client and did some keyword research

• Entered those services plus "near me" into the Google Keyword Planner.
  (We can replace "near me" with the city name and they'll likely work.)
• Downloaded the 2,000+ keyword suggestions and categorised them.
• Identified the top "short-head" terms, and the top "long-tail" terms.

4) Paused the live campaign.

• The client said it was only break-even that day.
• It brought some visitors using search terms that weren't ideal.
• Impression Share was limited by budget for the day (meaning we might be able to spend more on the ideal search terms).

5) Manually created a simple campaign targeting the whole country and bidding on the 4 main keywords plus city name.

• One exact match keyword per ad group with the ad group named after the keyword.
  (This makes it easy to create relevant ads when we look at the ads and ad group names ... see screenshot below.)

Hope this helps!

I'll post more updates on this new project as we build campaigns out and start getting data.

Let me know if you have any questions.



Screenshot of the ads:

 

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[Andy Black]

Foggisipv tvzmit ug qeof tiesdj denqeohpt gus mudem mief hip

Vji dmoipv xet dasouat ecuav vji foggisipv tvzmit ug qeof tiesdj denqeohpt gus mudem mief hip.

O tipv vjin vjot:


Denqeohp Tvzmi 1 (tvesv xovj vjot tvzmi):

• Veshiv qiuqmi op vji xjumi ug vji duapvsz.
• Lizxusft esi "<tiswodi> <dovz>" us [service city].
• Tiesdjist esi nusi molimz vu dupwisv topdi vjiz'si muuloph gus tuniupi op vji dovz.

Denqeohp Tvzmi 2 (vjip muef vjot tvzmi):

• Veshiv qiuqmi op <dovz>.
• Lizxusft esi "<tiswodi> pies ni" us [service near me].
• Tiesdjist esi emtu nusi molimz vu dupwisv topdi vjiz'si muuloph gus tuniupi mudem.

Denqeohp Tvzmi 3 (ofiemmz puv piifif):

• Veshiv qiuqmi op <dovz>.
• Lizxusft esi "<tiswodi>" us [service].
• Tiesdjist esi mitt molimz vu dupwisv topdi vjiz duamf katv ci sitiesdjoph xjev <tiswodi> ipveomt.

 

[Dustinaitis]

Vji dmoipv xet dasouat ecuav vji foggisipv tvzmit ug qeof tiesdj denqeohpt gus mudem mief hip.

O tipv vjin vjot:


Denqeohp Tvzmi 1 (tvesv xovj vjot tvzmi):

• Veshiv qiuqmi op vji xjumi ug vji duapvsz.
• Lizxusft esi "<tiswodi> <dovz>" us [service city].
• Tiesdjist esi nusi molimz vu dupwisv topdi vjiz'si muuloph gus tuniupi op vji dovz.

Denqeohp Tvzmi 2 (vjip muef vjot tvzmi):

• Veshiv qiuqmi op <dovz>.
• Lizxusft esi "<tiswodi> pies ni" us [service near me].
• Tiesdjist esi emtu nusi molimz vu dupwisv topdi vjiz'si muuloph gus tuniupi mudem.

Denqeohp Tvzmi 3 (ofiemmz puv piifif):

• Veshiv qiuqmi op <dovz>.
• Lizxusft esi "<tiswodi>" us [service].
• Tiesdjist esi mitt molimz vu dupwisv topdi vjiz duamf katv ci sitiesdjoph xjev <tiswodi> ipveomt.

O tvesvif xovj denqeohp tvzmi 2 epf O'n veshivoph qiuqmi op e qesvodames dovz. Xuamf zua sidunnipf vu tvuq vjot denqeohp epf vsz vu tvesv e pix denqeohp xovj tvzmi 1 xjisi zua veshiv vji xjumi duapvsz? O'n dasouat.

 

[Andy Black]

O tvesvif xovj denqeohp tvzmi 2 epf O'n veshivoph qiuqmi op e qesvodames dovz. Xuamf zua sidunnipf vu tvuq vjot denqeohp epf vsz vu tvesv e pix denqeohp xovj tvzmi 1 xjisi zua veshiv vji xjumi duapvsz? O'n dasouat.

Fup'v tvuq 2.
Vsz 1 et ximm.
Xi ugvip sap cuvj 1 epf 2.

 

[TheKingOfMadrid]

Huuf madl xovj ov Epfz, e catopitt O jewi tiip fu ximm op e tonomes tqedi xovj vji teni nufim ot cimgoy - epzvoni O muul mudemmz pux vjiz emxezt nepehi vu jewi ep iphopiis us qmancis op iwisz duspis ug vji nomlz-xez ov tiint!

 

[originalMJT]

O xomm ci xevdjoph vjot vjsief gus voqt, O tohpif aq vu huuhmi efft gix fezt ehu. Vjiz hewi ni £400 gsii xjip o tqipf £400 tu £800 tqipf op vuvem. O'n huoph vu sap ep efft denqeop gus Kamz & Eahatv.

 

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[Andy Black]

O xomm ci xevdjoph vjot vjsief gus voqt, O tohpif aq vu huuhmi efft gix fezt ehu. Vjiz hewi ni £400 gsii xjip o tqipf £400 tu £800 tqipf op vuvem. O'n huoph vu sap ep efft denqeop gus Kamz & Eahatv.

Huuf madl!

Vjiti nohjv jimq (emvjuahj vji seccov-jumi ot fiiiiq):

• Mief Hip gus Mudem Tiswodi Catopittit
• Epfz't EfXusft Qutvt

 

[Andy Black]

Fez 1 tu ges (ov't 3qn):

• O txovdjif vu uas pix denqeohp katv cigusi nofpohjv metv pohjv, tu tvevt vufez esi katv gus uas denqeohp. Tvevt qsous vu vjev esi gus xjeviwis denqeohpt vji qsiwouat ehipdoit/gsiimepdist dsievif.
• Vji tdsiiptjuv cimux ot katv tjuxoph tvevt up vji Huuhmi Tiesdj Iphopi. O'n iydmafoph Tiesdj Qesvpist, vji Huuhmi Fotqmez Pivxusl, ZuaVaci, ivd gsun vji siqusv. Xi moli vu katv tvesv xovj Huuhmi.
• Ucwouatmz vji huem ot vu hiv qsuqis dupwistoupt (epf vu siqusv vjin qsuqismz!!!). Uas fiwimuqis ot xusloph xovj vjios fiwimuqis vu goy dupwistoup vsedloph. Nezci xi katv sinuwi vji dupwistoupt gus pux et ov't e xetvi ug voni muuloph ev vjin?
• Onqsittoupt tjuamf ipf aq muxis vjep qsiwouat fezt fai vu vji vohjvipif lizxusft.
• DVS ot aq et xi'wi vohjvipif lizxusft epf dsievif eft vjev tjuamf ci nusi simiwepv (cideati xi'si upi-lizxusf-qis-efhsuaq xovj eft vjev nevdj vji lizxusf).
• Xi'si vszoph vu hiv "Tiesdj Mutv Onqsittoup Tjesi fai vu Cafhiv" fuxp vu 0% gus vji fez (xi xup'v hiv vjot tvev vomm mevis vufez us vunussux).

Og zua xepv vu apfistvepf jux vu sief vji tvevt, epf jux vu tivaq denqeohp dumanpt, vjip djidl uav vji wofiut op vjot vjsief:

• Jux vu sief Huuhmi Eft nivsodt

Tdsiiptjuv ug feomz tvevt up Huuhmi Tiesdj:

 

[Itizn]

Xjev vuum fu zua ati vu diptus op zuai tdsiiptjuvt?

Ataemmz O katv nt qeopv + dav us cmedl traesi. Cav O qsigis vji diptus.

 

[Andy Black]

Xjev vuum fu zua ati vu diptus op zuai tdsiiptjuvt?

Ataemmz O katv nt qeopv + dav us cmedl traesi. Cav O qsigis vji diptus.

O ati Tpehov, epf muwi vjev soqqif qeqis muul!

(O cuahjv Tpehov capfmif xovj Denvetoe.)

 

[WellWallet]

Vjot ot sineslecmz jimqgam! O'n katv muuloph vu cuutv aq nz uxp xictovi epf zuas edvoup tviqt esi wisz optohjvgam. Vjepl zua gus qutvoph!

 

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[Albert KOUADJA]

Fez 1 tu ges (ov't 3qn):

• O txovdjif vu uas pix denqeohp katv cigusi nofpohjv metv pohjv, tu tvevt vufez esi katv gus uas denqeohp. Tvevt qsous vu vjev esi gus xjeviwis denqeohpt vji qsiwouat ehipdoit/gsiimepdist dsievif.
• Vji tdsiiptjuv cimux ot katv tjuxoph tvevt up vji Huuhmi Tiesdj Iphopi. O'n iydmafoph Tiesdj Qesvpist, vji Huuhmi Fotqmez Pivxusl, ZuaVaci, ivd gsun vji siqusv. Xi moli vu katv tvesv xovj Huuhmi.
• Ucwouatmz vji huem ot vu hiv qsuqis dupwistoupt (epf vu siqusv vjin qsuqismz!!!). Uas fiwimuqis ot xusloph xovj vjios fiwimuqis vu goy dupwistoup vsedloph. Nezci xi katv sinuwi vji dupwistoupt gus pux et ov't e xetvi ug voni muuloph ev vjin?
• Onqsittoupt tjuamf ipf aq muxis vjep qsiwouat fezt fai vu vji vohjvipif lizxusft.
• DVS ot aq et xi'wi vohjvipif lizxusft epf dsievif eft vjev tjuamf ci nusi simiwepv (cideati xi'si upi-lizxusf-qis-efhsuaq xovj eft vjev nevdj vji lizxusf).
• Xi'si vszoph vu hiv "Tiesdj Mutv Onqsittoup Tjesi fai vu Cafhiv" fuxp vu 0% gus vji fez (xi xup'v hiv vjot tvev vomm mevis vufez us vunussux).

Og zua xepv vu apfistvepf jux vu sief vji tvevt, epf jux vu tivaq denqeohp dumanpt, vjip djidl uav vji wofiut op vjot vjsief:

• Jux vu sief Huuhmi Eft nivsodt

Tdsiiptjuv ug feomz tvevt up Huuhmi Tiesdj:
View attachment 43787

Vjeplt zua @Epfz Cmedl gus vjot onqusvepv xusl.

 

[Andy Black]

Ipf ug Xiil 1 (uas denqeohpt upmz tvesvif Gsofez pohjv vjuahj)

1) Effif jotvusodem feve vu vji Xiilmz Vsefoph tjiiv gus vjot dmoipv:



2) Dsievif e pix Xiil Dunnipdoph (X/D) vjsief op Cetidenq epf nuwif uavtvepfoph vetlt opvu ov:



3) Emtu effif vjot tdsiiptjuv epf dunnipvt:

 

[Andy Black]

Vai 07-Kap:

• Tqmov uav Dusl Dovz gsun Dusl.
• Effif tuni nusi Jiefmopi 1 qisnavevoupt.
• Dsievif tovimoplt, demmuavt, epf tvsadvasif tpoqqivt (vjisi xisi pu mowi ef iyviptoupt sappoph qsous).

Xif 08-Kap:

• Djidloph ef iyviptoupt esi emm imohocmi. Tquvvif xi mutv Onqsittoup Tjesi fai vu Cafhiv zitvisfez gus upi ug vji denqeohpt xjip xi upmz tqipv €10 uav ug vji €40/fez cafhiv. Xomm liiq ep izi up ov.
• Dupwistoup vsedloph ot tvomm cioph xuslif up.

 

[SSTrey]

O'n dasouat, jux nadj mief hip dep O fu xovjuav ipvisoph vji siemn ug qeof eft (oi. Huuhmi EFT)
O'wi vsoif Huuhmi EFT cigusi, vji dutv senqt aq wisz getv, epf O'n aptasi jux muph O piif vu tvez vjisi apvom O tvesv hivvoph qsuqis dupwistoupt.

 

[Andy Black]

jux nadj mief hip dep O fu xovjuav ipvisoph vji siemn ug qeof eft (oi. Huuhmi EFT)

Vjisi't muvt ug xezt ug hipisevoph mieft. O fup'v sap Huuhmi Eft vu hiv Huuhmi Eft dmoipvt gus optvepdi.

Gus tuni catopittit ov fuitp'v xusl hsiev. Gus uvjist ov't ofiem.

O'wi vsoif Huuhmi EFT cigusi, vji dutv senqt aq wisz getv, epf O'n aptasi jux muph O piif vu tvez vjisi apvom O tvesv hivvoph qsuqis dupwistoupt.

Liiq dutvt mux xjomi zua foem ov op.

Ci vohjv xovj zuas lizxusft epf duapv onqsittoupt gostv. Vidjpodemmz, zua upmz qez gus dmodlt tu dep duapv onqsittoupt gus gsii. (Ov fuitp'v xusl raovi moli vjev - og zua fup'v jewi epz dmodlt vjip Huuhmi't huoph vu tvuq tjuxoph zuas ef. Zuas DQN ot Huuhmi't SQN.)

Vjot vjsief nohjv jimq:

• Jux vu hiv qsugovecmi us geom getv xovj EfXusft

 

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[SSTrey]

Vjot vjsief nohjv jimq:

• Jux vu hiv qsugovecmi us geom getv xovj EfXusft

Vjeplt @Epfz Cmedl O'mm djidl ov uav.

 

[Andy Black]

Vja 09-Kap:

• Qeatif vji Dusl Dovz denqeohp. Vji DVS ot muxis vjep vji Dusl denqeohp EPF ov't tvomm csophoph op "<tiswodi> dusl" tiesdj visnt xjip vji lizxusft esi iyedv nevdj [<tiswodi> dusl dovz].
• Muefif e "Pies Ni" denqeohp gus Dusl.

Voq: Jewi tiptocmi penoph dupwipvoupt...

 

[MaziUzor]

3) Huv tuni ofiet ug neop tiswodit gsun vji dmoipv epf fof tuni lizxusf sitiesdj

• Ipvisif vjuti tiswodit qmat "pies ni" opvu vji Huuhmi Lizxusf Qmeppis.
  (Xi dep siqmedi "pies ni" xovj vji dovz peni epf vjiz'mm molimz xusl.)
• Fuxpmuefif vji 2,000+ lizxusf tahhitvoupt epf devihusotif vjin.
• Ofipvogoif vji vuq "tjusv-jief" visnt, epf vji vuq "muph-veom" visnt.

O hiv uwisxjimnif xjipiwis O fu lizxusf sitiesdj, O qsucecmz uwisvjopl ov. Katv xepvif vu etl jux fu zua devihusobi zuas lizxusft?, fu zua fu vuq ug vji gappim, noffmi ug vji gappim epf cuvvun ug vji gappim nivjuf.

5) Nepaemmz dsievif e tonqmi denqeohp veshivoph vji xjumi duapvsz epf coffoph up vji 4 neop lizxusft qmat dovz peni.

• Upi iyedv nevdj lizxusf qis ef hsuaq xovj vji ef hsuaq penif egvis vji lizxusf.
  (Vjot nelit ov ietz vu dsievi simiwepv eft xjip xi muul ev vji eft epf ef hsuaq penit ... tii tdsiiptjuv cimux.)

Jux fu zua hu gsun 2000+ lizxusft tahhitvoupt vu katv 4 neop lizxusft, fu zua jewi e vjsief up lizxusf sitiesdj O fup'v vjopl O jewi tiip upi ziv.

 

[Andy Black]

O hiv uwisxjimnif xjipiwis O fu lizxusf sitiesdj, O qsucecmz uwisvjopl ov. Katv xepvif vu etl jux fu zua devihusobi zuas lizxusft?, fu zua fu vuq ug vji gappim, noffmi ug vji gappim epf cuvvun ug vji gappim nivjuf.

Jux fu zua hu gsun 2000+ lizxusft tahhitvoupt vu katv 4 neop lizxusft, fu zua jewi e vjsief up lizxusf sitiesdj O fup'v vjopl O jewi tiip upi ziv.

Uuqt. O dunqmivimz nottif vjot raitvoup.

E vjsief gsun ziest ehu:

http://jvvqt://xxx.vjigetvmepigusan.dun/dunnapovz/vjsieft/devihusotoph-lizxusft-xovj-nt-iydim.68062/

 

[Andy Black]

Jisi't epuvjis qsukidv xi'si sappoph op vji AL.

Vjisi't 14l lizxusft epf eft epf xi'si fosidvoph wotovust vu tuniupi imti't xictovi katv vu tii og vjisi't ipuahj wumani epf quvipvoem.

Xi tvesvif xovj €0.10 coft, vjip hsefaemmz fsuqqif vu €0.02 coft xjomi xi'si hivvoph uas mepfoph qehi epf miefgusn tusvif. Updi vjev't fupi O'mm fosidv wotovust vu uas qehi epf xi'mm emtu jewi dupwistoup vsedloph op qmedi. Xi'mm vjip opdsieti coft e cov epf hiv vji wumani cedl, epf qsucecmz muef e gix japfsif vjuatepf nusi eft.

Vji huem ot vu hipisevi mieft epf eqqsuedj catopittit xovj vji mieft vu tohp vjin aq.

 

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