How to Know You Found the Right Google Ads Agency

Finding a Google Ads agency is easy. Finding the right one is not. Many businesses work with multiple agencies before they see real results because it is hard to tell early on who actually knows what they are doing.

The right Google Ads agency creates clarity not confusion. You should feel more confident about your spend strategy and growth direction after working with them not more uncertain.

They Start With Your Business Not Your Budget
A strong agency asks how you make money before they ask how much you want to spend. They want to understand your margins close rates average deal size and capacity.

If an agency jumps straight into keywords and budgets without understanding how leads turn into revenue they are optimizing in the dark.

They Focus on Intent Not Traffic
The right agency is obsessed with buyer intent. They care more about what someone is searching than how many people see the ad.

High intent searches lead to calls booked jobs and revenue. Low intent searches lead to wasted spend. A good agency builds campaigns to aggressively filter out the latter.

They Can Explain Everything Simply
If you cannot understand what your agency is doing that is a problem. Complexity is often used to hide weak strategy.

The right Google Ads agency can explain spend performance and decisions in plain language and directly tie them back to outcomes you care about.

They Measure Success With Revenue Signals
Clicks impressions and click through rate are supporting metrics not success metrics.

A strong agency focuses on cost per lead lead quality booked calls and return on ad spend. They help you see what is working and what needs to change without spinning the data.

They Make Changes Consistently
Google Ads is not a set it and forget it channel. Campaigns should be changing based on performance data.

If your account looks the same month after month you are likely paying for maintenance not optimization.

They Are Proactive Not Reactive
The right agency brings ideas before problems arise. You should hear about tests improvements and opportunities without having to chase them.

If you are the one always asking what is next that is a red flag.

They Are Transparent About What Is Not Working
Every campaign has inefficiencies early on. The right agency does not hide them.

They explain what is not working why it is happening and what they are doing to fix it. Transparency builds trust and leads to better outcomes.

Why BRIW Is Different
BRIW is built around accountability and intent first strategy. Campaigns are designed to capture demand from people actively searching for a solution right now.

Every change is tied to performance and every decision is explained clearly. The goal is not just running ads but building a predictable revenue engine through Google Ads.

Is My Google Ads Agency Doing Their Job? How Would I Know?

Hiring a Google Ads agency should simplify growth not create more confusion. Yet many business owners stare at dashboards and reports wondering if any real progress is happening. If you are spending money every month and still unsure what value you are getting this is for you.

A strong agency relationship should feel clear measurable and intentional. You should know what is happening why it is happening and how it connects to revenue.

What a Google Ads Agency Is Actually Responsible For
A Google Ads agency is not just there to keep campaigns live. Their responsibility is to drive profitable demand.

That means understanding your business goals structuring campaigns around real buyer intent writing ads that filter out low quality clicks managing budgets efficiently and optimizing continuously based on performance data.

If your agency is not actively improving results over time they are not fully doing their job.

Clear Signs Your Agency Is Doing Their Job
You understand where your money is going. Spend is explained in plain language and tied directly to outcomes like leads calls or booked jobs.

Your campaigns evolve. Keywords ads bidding strategies and landing pages change based on what is working and what is not.

The conversation focuses on revenue. Clicks and impressions are secondary to cost per lead lead quality and return on ad spend.

Ideas are brought to you proactively. Testing new angles expanding keywords and improving conversion paths should be routine not reactive.

Warning Signs Your Agency Is Not Doing Their Job
Reports feel automated and generic with little context or insight.

Questions about performance lead to vague answers or deflection.

Lead volume looks fine but quality is poor or inconsistent.

There is no clear roadmap for improvement or explanation of what is being tested next.

Questions You Should Be Asking Your Agency
What keywords are driving our best leads
What changes did you make this month and why
How are you improving performance over time
What would you do differently with more data or budget

If these questions cannot be answered clearly you are likely paying for execution without strategy.

What BRIW Does Differently
BRIW operates with full transparency and a revenue first mindset. Campaigns are built around intent not guesswork. Every change is tied to performance and clients always know what is being tested and why.

The focus is not just running ads but making Google Ads predictable scalable and profitable.

You should never feel uncertain about whether your agency is earning their fee. When strategy transparency and results are aligned the value is obvious. If they are not it may be time to reassess who is managing your Google Ads.

The Landing Page Changes That Increase Conversion Rates in 24 Hours

Most landing page advice focuses on full redesigns new copy or complex testing. Those things can help, but they take time. The reality is that many conversion issues come from a few simple problems that can be fixed fast.

These are landing page changes that can increase conversion rates within 24 hours because they remove friction and confusion for high intent visitors.

Start with one clear action
The fastest way to increase conversions is to remove competing actions.

If your page asks visitors to call fill out a form browse inventory and read testimonials all at once you create hesitation. High intent users want clarity.

Decide the primary goal of the page and make it obvious.
If you want calls make the phone number impossible to miss.
If you want form fills remove secondary links that distract from that action.

Above the fold clarity matters most
Most visitors decide whether to stay or leave in seconds.

Your headline should answer three questions immediately.
What you offer
Who it is for
What happens next

If someone has to scroll to understand this you are losing conversions.

A simple headline that states exactly what you do for exactly who you serve will outperform clever copy almost every time.

Move contact options higher
If someone is ready to contact you they should not have to hunt.

Phone numbers forms and booking buttons should appear near the top of the page especially on mobile. This alone can increase conversion rates because it removes unnecessary effort.

High intent traffic does not need persuasion. It needs access.

Reduce form friction
Long forms kill conversion rates.

If your form asks for more than name contact info and one qualifying question you are likely losing leads. Every extra field lowers completion rate.

You can always qualify leads after they reach out. The landing page should focus on starting the conversation.

Match the page to the search intent
One of the biggest mistakes in Google Ads is sending all traffic to the same page.

If someone searches for a specific service or solution the landing page should reflect that exact intent. When the ad message and the landing page message match conversion rates increase quickly.

This does not require a full redesign. It often means changing headlines images and calls to action to align with the search.

Make trust visible immediately
Trust should appear before scrolling.

This can include
Reviews or ratings
Years in business
Certifications or licenses
Clear service area

Visitors should not have to search for proof that you are legitimate.

Mobile experience is non negotiable
Most high intent traffic is mobile.

Check your page on a phone.
Is the text readable
Is the call button easy to tap
Does the page load quickly

Fixing mobile spacing font size and button placement can produce immediate gains.

Why these changes work fast
These changes do not rely on testing theory or long experiments.

They work because they remove obstacles for people who already want what you offer. When friction is removed conversion rates increase without increasing traffic.

How BRIW approaches landing page optimization
At BRIW we do not chase design trends.

We focus on alignment between search intent ads and landing pages so high intent traffic has a clear and easy path to conversion.

Most conversion lifts happen not because traffic improves but because the page stops getting in the way.

If your Google Ads are driving clicks but not enough calls or leads the issue is often not the ads. It is the landing page experience.

The Math Behind Profitable PPC Explained for Non Marketers

Most people think Google Ads success comes down to keywords ad copy or clever targeting. Those things matter, but profitable PPC is not creative first. It is math first.

If the math works, PPC works. If the math does not work, no amount of optimization will save it.

This article breaks down the core math behind profitable PPC in simple terms so you can tell quickly whether Google Ads can actually make you money.

The only four numbers that matter

Every profitable PPC campaign is driven by four numbers.

1. Cost per click
   This is how much you pay every time someone clicks your ad.

2. Conversion rate
   This is the percentage of people who click your ad and then call submit a form or book an appointment.

3. Close rate
   This is the percentage of those leads that turn into paying customers.

4. Revenue per sale
   This is how much money you make when a customer buys from you.

If these four numbers work together, PPC scales. If one breaks, profit disappears.

A simple example

Let’s say you pay $10 per click.

Out of 100 clicks you spend $1,000.

If 10 percent of those people contact you, that is 10 leads.

If you close 20 percent of those leads, that is 2 customers.

If each customer is worth $1,500 in revenue, you made $3,000.

You spent $1,000 to make $3,000.

That is profitable PPC.

Where most businesses get it wrong

Most businesses look at clicks or leads instead of the full equation.

They ask
Why is my cost per click high
Why am I not getting more leads

Those are surface questions.

The real question is
Does the total cost to acquire a customer stay below the value of that customer

If the answer is yes, PPC works even if clicks feel expensive.

Why cheaper clicks often lose money

This surprises most people.

Cheaper clicks usually come from lower intent searches. These are people browsing researching or killing time.

Higher intent searches cost more because they come from people ready to act.

Paying $15 for a click from someone who wants to buy is better than paying $5 for a click from someone who does not.

Profitable PPC is not about cheap traffic. It is about buying intent.

The real formula behind profitable PPC

Here is the math simplified.

Cost per acquisition
Cost per click divided by conversion rate divided by close rate

That number must be lower than your profit per sale.

If it is lower, you scale.

If it is higher, you fix the weakest part of the chain.

How BRIW approaches this math

At BRIW we do not optimize for clicks impressions or generic conversions.

We work backward from revenue.

We start with
How much a customer is worth
What you can afford to pay to acquire that customer
Which searches signal buying intent

Then we build campaigns that target those searches and ignore everything else.

This keeps spend concentrated where the math works.

Why this matters more than tactics

Most Google Ads accounts fail because they are built without math.

They rely on automation broad targeting and hope.

Profitable PPC is intentional.

It is controlled.
It is measured.
It is repeatable.

Once the math works, scaling is simple. You increase budget and the system produces more revenue.

If your PPC feels unpredictable

That is usually a math problem, not a platform problem.

Either
You are paying for the wrong clicks
Your site is not converting
Your leads are not being closed
Or you do not know your true customer value

Fix the math and PPC becomes one of the most predictable growth channels available.

At BRIW this is how we think about Google Ads.

Not as marketing.
As a revenue system driven by numbers.

Why Broad Match Isn’t the Problem — Your Setup Is

Broad match keywords get blamed more than almost any other feature in Google Ads. You will hear that broad match wastes budget, attracts low quality traffic, and brings in people who are not ready to buy. In reality, broad match is not the problem. Poor account structure and weak conversion signals are.

Broad match can be one of the most powerful tools in Google Ads when it is set up correctly. When it is not, it becomes expensive very quickly.

What Broad Match Actually Does

Broad match does not simply show your ads for random searches. It uses Google’s machine learning to match your ads to searches it believes show intent related to your keywords. That decision is based on signals like user behavior, past conversions, landing page content, and account history.

If your account is not giving Google the right signals, broad match will guess. Those guesses are what people experience as wasted spend.

Why Broad Match Fails in Most Accounts

Broad match performs poorly when the account lacks structure and clarity.

The most common issues are mixing multiple services in one campaign, sending traffic to generic homepages, optimizing for clicks instead of conversions, and having weak or missing conversion tracking. When Google does not know what a good lead looks like, it optimizes for volume instead of quality.

In those conditions, broad match amplifies the problem. It does not create it.

What Makes Broad Match Work

Broad match works when the account is built around intent.

That starts with separating campaigns by service. Each core service should have its own campaign, its own conversion goal, and its own landing page. This tells Google exactly what outcome matters.

Conversion tracking is non negotiable. Phone calls, form submissions, and booked appointments must be tracked accurately. Without this, Google cannot optimize toward real business results.

Broad match also requires smart bidding. It performs best when paired with conversion based bidding strategies because Google is optimizing toward outcomes, not clicks.

Negative keywords still matter. Broad match does not replace control. It works best when low intent searches are actively excluded and search term reports are reviewed consistently.

Why Blaming Broad Match Misses the Real Issue

When broad match fails, it is almost always exposing a weak foundation. Poor structure, unclear goals, and missing tracking cause problems in every match type. Exact and phrase match just hide them longer.

Broad match forces your account to be honest. If Google does not know what success looks like, performance will suffer. If it does, broad match can scale results faster than any other match type.

How BRIW Uses Broad Match the Right Way

At BRIW, we use broad match intentionally, not recklessly. We build campaigns around service level intent, conversion focused landing pages, and clean tracking. Broad match is layered in only when Google has enough data to make smart decisions.

The result is higher volume without sacrificing lead quality.

If your Google Ads account is struggling, broad match is probably not the issue. The setup is.

How to Get More Clients as a Med Spa Using Google Ads

Most med spas struggle with the same problem. They have great services, experienced providers, and strong results for existing patients, but new client flow is inconsistent. Some weeks are full. Others are slow. Promotions help temporarily, but nothing feels predictable.

The fastest way to consistently get more clients as a med spa is to capture demand at the moment someone is actively searching for your services. That is exactly what Google Ads is built to do.

Why Google Ads Works So Well for Med Spas

Google Ads is different from social media, email, or influencer marketing. Those channels rely on interruption and awareness. Google Ads captures intent.

When someone searches Botox near me, laser hair removal cost, lip filler consultation, or body contouring clinic, they are not browsing. They are actively looking to book. These searches come from people who are ready to take action, not just learn.

If your med spa is not showing up for these searches, your competitors are.

Why Most Med Spas Do Not Get Results From Google Ads

Many med spas have tried Google Ads and concluded that it does not work. In reality, most campaigns fail because of how they are structured, not because of the platform itself.

Common issues include targeting keywords that are too broad, sending traffic to a generic homepage, optimizing for clicks instead of booked consultations, and failing to track phone calls and form submissions correctly.

Google Ads only works when it is built around patient intent and conversion behavior. When it is treated like a branding channel, it wastes budget.

The Google Ads Strategy That Brings in High Quality Med Spa Clients

Successful Google Ads campaigns for med spas are built around services, not vague terms.

Instead of advertising med spa or skincare clinic, winning campaigns focus on specific, high intent searches such as Botox consultation near me, laser hair removal appointment, lip filler provider near me, or body contouring clinic.

Each core service should have its own campaign, its own keywords, and its own landing page. This ensures that the ad matches exactly what the patient is searching for and makes it easy for them to take the next step.

Landing pages are critical. A homepage is designed to educate. A Google Ads landing page is designed to convert. The best landing pages focus on one service, one message, and one call to action booking a consultation or calling the clinic.

Proper tracking ties everything together. Phone calls, form submissions, and appointment requests must be tracked so campaigns can be optimized toward real patient actions rather than empty clicks.

How Google Ads Creates Predictable Growth for Med Spas

Once Google Ads is structured correctly, it becomes predictable. You know how much it costs to generate a consultation. You know how many consultations convert into treatments. You know your return on ad spend.

This allows you to scale with confidence. When you increase budget, you increase high intent traffic. There is no waiting for an algorithm to change or hoping a post goes viral.

For med spas that want consistent client flow instead of peaks and valleys, Google Ads becomes the foundation of their growth strategy.

How BRIW Helps Med Spas Get More Clients

At BRIW, we specialize in building Google Ads systems specifically for med spas. Our focus is on capturing high intent patient demand, improving lead quality, and maximizing booked consultations.

We structure campaigns around individual services, build conversion focused landing experiences, and optimize based on real patient behavior, not vanity metrics.

If your med spa is ready to stop relying on unpredictable marketing and start generating consistent, high quality client flow, Google Ads is the fastest path forward.

What a properly optimized search term report is supposed to look like

Most Google Ads accounts waste money quietly. Not because budgets are too small or bids are wrong, but because the search term report is ignored, misunderstood, or reviewed without action. A properly optimized search term report is not just a list of queries. It is a control panel for spend efficiency, lead quality, and long term performance. When used correctly, it shows exactly where money is being spent and what needs to be fixed next.

The search term report reveals the actual phrases people typed into Google before clicking an ad. This is different from keywords, which are only triggers. Search terms expose real intent, language patterns, buying readiness, and waste. It is the most honest dataset inside Google Ads.

In a well managed account, the report feels controlled. Most spend is concentrated in a small set of highly relevant queries. Conversion rates improve as spend increases. Cost per conversion stays stable or trends downward. Irrelevant queries appear briefly and are removed quickly. Brand, product, and service language stays consistent.

High intent queries are easy to identify. These include pricing signals, service specific terms, location qualifiers, urgency words, or exact product names. These terms receive priority through higher impression share and tighter match type control. They also produce stronger click through rates and more reliable conversions.

Lower intent or informational queries may still appear depending on strategy, but they are capped, monitored, or excluded. They never dominate spend in a healthy report.

One of the clearest signs of optimization is what does not show up. Job searches, free requests, unrelated industries, research only terms, and do it yourself language are absent because they have already been negated. Negative keyword growth is ongoing. Each review tightens the funnel. If the same irrelevant themes keep returning, the account is not being actively managed.

Match type behavior also tells a story. Exact and phrase match control most of the spend for proven queries. Broad match is used selectively and watched closely. When new converting terms appear, they are promoted into controlled match types instead of being left to drift.

Performance metrics align with intent. High intent queries convert better and justify higher bids. Low intent queries underperform and are addressed quickly. When random or irrelevant queries outperform obvious buying terms, tracking or structure is usually broken.

Over time, the report gets cleaner. Fewer surprises. Fewer irrelevant themes. More repeatable winners. Proper optimization reduces chaos. If the report becomes more scattered month after month, budget is expanding without discipline.

For most accounts, search term reviews should happen weekly. Higher spend or aggressive growth accounts may require multiple reviews per week. Waiting a month guarantees wasted spend. Waiting longer creates structural problems that compound.

When the search term report is properly optimized, cost per lead drops, lead quality improves, conversion rates stabilize, and scaling becomes safer. This is why experienced Google Ads management starts here before touching bids, budgets, or creative.

Many agencies miss this because they rely too heavily on automation or review reports without making changes. Optimization is not observation. It is editing. If negatives are not added, match types not refined, and structure not tightened, the report becomes noise instead of leverage.

A clean search term report is not flashy, but it is powerful. It tells you whether your Google Ads account is controlled or quietly bleeding. If the report looks messy, unpredictable, or bloated with irrelevant queries, the issue is not Google. It is management.

At BRIW, search term optimization is a weekly discipline because it directly determines whether ad spend turns into revenue or regret.

Why Your Smart Campaign is Costing You Double and What To Use Instead

Most businesses turn on Google Smart Campaigns because they promise simplicity. Google sets everything up for you, manages bids automatically, chooses placements, and tells you it will find customers for you with minimal effort.

The problem is not that Smart Campaigns do not work. The problem is that they work in a way that quietly costs you far more than you realize.

What a Smart Campaign actually does
A Smart Campaign bundles multiple Google networks together. Your ads show across Search, Display, Maps, YouTube, and Gmail. Google decides when and where to spend your money based on what it thinks might generate activity.

That activity could be a click, an impression, or a low intent call. It is rarely optimized for real buyers who are ready to spend money right now.

Instead of paying only for people actively searching for your service or product, you are paying for exposure to people who are browsing, researching, or simply scrolling.

Why this costs you double
The first cost is obvious. You pay for clicks and calls that do not convert.

The second cost is hidden. Your budget gets spread thin across multiple networks and placements, which means fewer dollars are allocated to the searches that actually drive revenue.

In practice this means you pay once for low quality traffic and again when you have to increase budget to get enough real leads to hit your sales goals.

Most businesses think they need to spend more. In reality they need to spend smarter.

The biggest Smart Campaign issues we see
Smart Campaigns prioritize convenience over control. You cannot choose exact keywords, you cannot exclude low quality search terms effectively, and you cannot fully control where your ads appear.

You also get limited insight into what is actually driving results. Google reports conversions but often does not distinguish between high value calls and meaningless interactions.

For businesses that rely on phone calls, booked appointments, or showroom visits, this lack of clarity is expensive.

What to use instead
The alternative is not complicated. It is a properly built Search focused campaign designed around high intent keywords.

This means targeting people who are actively searching phrases like buy, near me, price, service, repair, or specific product names. These searches signal intent. These are the people ready to act.

Instead of letting Google decide where to spend your money, you control exactly what searches trigger your ads and where your budget goes.

Why this works better
High intent Search campaigns concentrate spend where buyers already exist. You are not creating demand. You are capturing it.

This leads to higher quality calls, fewer wasted clicks, and clearer attribution between ad spend and revenue.

In many cases businesses see fewer total leads but significantly more sales. That is the tradeoff that actually grows revenue.

Where BRIW fits in
At BRIW we do not run Smart Campaigns for serious growth focused businesses. We build Search first Google Ads strategies designed to capture buyers who are ready to move now.

We track calls, forms, and outcomes so you can see what is driving revenue, not just activity.

If you are currently running a Smart Campaign and feel like you are paying too much for too little return, it is usually not your market. It is the campaign structure.

A smarter setup does not require more budget. It requires better intent targeting.

If you want to understand exactly how much your Smart Campaign is costing you and what a better alternative would look like, that is where a short conversation usually makes sense.

The One Knob in Google Ads That Improves Performance Faster Than Anything Else

Most Google Ads accounts don’t fail because of bad keywords, weak copy, or even limited budgets.

They fail because they’re optimized for the wrong thing.

If we had to pick one single “knob” in Google Ads that improves performance faster than anything else, it’s this:

Optimizing for high-intent conversion actions instead of volume.

Everything else is secondary.

Why most Google Ads accounts stall

Many advertisers measure success by surface-level metrics:
• Clicks
• Cost per lead
• Form fills
• Traffic volume

On paper, these look fine. In reality, sales teams complain. Phones don’t ring. Jobs don’t get booked. Showrooms stay quiet.

That disconnect usually comes from optimizing toward actions that are easy for Google to generate but weak for the business.

Google is very good at finding people who will click.
It is very good at finding people who will fill out forms.
It is not automatically good at finding buyers unless you tell it exactly what a buyer looks like.

The “one knob” explained

The fastest way to improve performance is to change what Google is allowed to optimize for.

Instead of telling Google:
“Get me the most leads.”

You tell Google:
“Get me people who behave like buyers.”

This means tightening your primary conversion action to reflect real revenue intent.

Examples of high-intent conversion actions

For dealerships:
• Phone calls over 60 seconds
• Direction requests
• Finance application starts
• Vehicle detail page engagement combined with call or form

For HVAC and home services:
• Phone calls over 60 seconds
• Booked service confirmations
• Emergency service clicks
• Quote requests that lead to scheduled jobs

When Google’s bidding algorithm learns from these actions instead of soft leads, performance shifts quickly.

Why this works so fast

Google’s smart bidding does not care about your business model.
It cares about signals.

When you feed it weak signals, you get weak results.
When you feed it strong, buyer-level signals, it recalibrates fast.

We regularly see noticeable improvement in:
• Call quality within days
• Close rates within weeks
• Cost per booked job without increasing spend

This is not a long, theoretical optimization.
It is a lever you can pull immediately.

What most agencies get wrong

Many agencies avoid this knob because:
• It requires clean tracking
• It reduces lead volume initially
• It exposes poor downstream processes

Chasing volume looks good in reports.
Optimizing for revenue looks good in bank accounts.

At BRIW, we choose the second one every time.

How we apply this at BRIW

We start every account by answering one question:
What does a real customer do right before they buy?

Then we rebuild conversion tracking and bidding around that behavior.

Once that knob is set correctly, everything else works better:
• Keywords clean themselves up
• Budgets concentrate automatically
• Ad copy improves without endless testing
• Sales teams stop complaining

The bottom line

If you want faster Google Ads improvements without rebuilding everything, stop tweaking dozens of small settings.

Turn the one knob that actually matters.

Tell Google what a buyer looks like and let it work.

How We Turn Losing Google Ads Campaigns Profitable in the First 30 Days

Most dealerships come to BRIW after spending months or years on Google Ads that are technically active but financially broken. Clicks are coming in, spend is going out, and sales teams are frustrated because the leads are low quality or do not convert.

The reason this happens is not because Google Ads do not work. It is because most campaigns are built to generate traffic instead of buyers.

Here is the exact framework we use to turn losing campaigns into profitable ones within the first 30 days.

Why most Google Ads campaigns lose money
Most underperforming campaigns share the same problems.

• They target broad keywords that attract shoppers who are not ready to buy
• They optimize for form fills instead of real outcomes like calls and appointments
• They mix sales and service intent into the same campaigns
• They rely on automated bidding without clean conversion data
• They send traffic to generic inventory pages instead of intent matched landing paths

When these issues are fixed in the right order, performance changes fast.

Week 1 audit and teardown
The first week is about removing what is actively wasting money.

We start by auditing search terms, not keywords. This is where most wasted spend lives.

• We pause keywords that attract research traffic instead of buyers
• We build aggressive negative keyword lists based on actual search behavior
• We separate sales and service campaigns immediately
• We remove display, discovery, and broad match experiments that are not converting

At this stage, most accounts see lower spend but higher lead quality almost instantly.

Week 2 rebuilding around high intent buyers
Once waste is removed, we rebuild campaigns around buyer intent.

For vehicle sales, that means focusing on searches that signal readiness.

• Model specific searches
• Price, lease, and payment intent
• Inventory near me searches
• Brand plus location combinations

For service, that means capturing urgency.

• Service near me searches
• Specific repair and maintenance terms
• Brand specific service searches

Each intent type gets its own campaign structure so budget flows to what actually closes.

Week 3 fixing conversion tracking and lead quality
Most campaigns cannot scale because Google is optimizing off bad data.

In week three, we fix that.

• Phone calls are tracked as primary conversions
• Calls under a quality threshold are filtered out
• Forms are simplified to increase completion rates
• Conversion actions are split by sales and service

This allows bidding strategies to optimize toward real buyers instead of low quality leads.

Week 4 dialing in profitability
By week four, patterns are clear.

We now know which searches produce calls, which produce appointments, and which turn into real sales.

This is where profitability shows up.

• Budgets are shifted toward the highest closing campaigns
• Bids are adjusted based on cost per booked appointment
• Underperforming keywords are removed entirely
• Winning keywords get increased impression share

At this point, most dealerships see lower cost per sale even if total lead volume stays flat or drops slightly.

Why this works within 30 days
This approach works quickly because it does not rely on long learning phases or experimental tactics.

It is based on three principles.

• Buyer intent beats traffic volume
• Clean data beats automation
• Focused campaigns outperform complex ones

When Google Ads is forced to chase buyers instead of clicks, results change fast.

What dealerships usually notice first
Within the first 30 days, dealerships typically report.

• Fewer but higher quality leads
• More inbound phone calls
• Shorter time from click to sale
• Less frustration from the sales team

The goal is not more leads. The goal is more deals.

If your campaigns are currently spending money without producing real sales, this process is how BRIW fixes it.

7 Things I Fix Immediately When Inheriting a Messy Google Ads Account

Most Google Ads accounts are not struggling because the business is weak. They struggle because the account was built without structure, without strategy, and without the ongoing maintenance needed to keep performance strong. When BRIW takes over an account, the first goal is always the same. Stop the money leaks fast, restore clean signals, and rebuild a foundation that creates predictable, profitable growth.

Here are the seven things we fix immediately the moment we inherit a messy Google Ads account.

1. Repair the campaign structure
   A weak structure is the number one cause of wasted spend. Most messy accounts lump dozens of unrelated keywords into the same campaign, creating a mix of different intents. We separate services, isolate high intent themes, and build clean ad groups that match exactly what customers are searching for. This instantly strengthens relevance and lowers cost per lead.

2. Tighten keyword targeting
   When we take over an account, broad match keywords are usually out of control. This leads to job seekers, informational searches, DIY videos, and irrelevant traffic eating up the budget. We immediately tighten match types, introduce clean keyword clusters, and eliminate anything that does not lead to real customers.

3. Add the negative keywords that should have been there years ago
   Most messy accounts are missing hundreds of essential negatives. We run a full search term sweep and identify the exact phrases draining money. Then we build a long term negative keyword system that protects the budget and improves lead quality.

4. Fix conversion tracking so Google stops optimizing toward the wrong signals
   Bad tracking destroys performance because Google learns from the wrong actions. We rebuild conversions, verify events, sync GA4 correctly, set up call tracking, and make sure the system only learns from real leads. Once Google receives clean signals, results improve quickly.

5. Rebuild ad copy so every message qualifies the right clicks
   Weak ads attract weak leads. When we inherit an account, we rewrite ads to match intent, highlight value, and repel the wrong searchers. We introduce strong headlines, problem solution messaging, trust signals, and clear calls to action. Better ads mean higher quality traffic and more booked jobs.

6. Fix the landing page experience
   Even perfect campaigns fail if the landing page does not match search intent. We check page speed, headline alignment, mobile layout, form placement, and credibility elements. Then we update or rebuild pages so every click has a clear path to conversion. This alone can cut cost per lead nearly in half.

7. Reallocate the budget to high value keywords
   Messy accounts almost always overspend on low intent searches and under invest in the keywords that drive profit. We move budget to the phrases that convert consistently, remove money pits, and structure the account so the best searches always receive priority. This creates faster, more consistent results.

How BRIW transforms a messy account into a growth engine
When these seven fixes are applied together, performance lifts quickly. Spend stops bleeding. CPC stabilizes. Conversion rates rise. And lead quality improves. This is the exact process BRIW uses to turn broken accounts into predictable revenue systems.

If your Google Ads performance has stalled, dropped, or never worked to begin with, we can run the same transformation for you. Reach out when you are ready, and we will show you exactly where your account is leaking money and how fast we can turn it around.

The Real Reason Your Google Ads Campaigns Stop Working Suddenly

Every business owner eventually faces the same moment. One week your Google Ads campaigns are generating leads, calls, and revenue. The next week everything slows down or comes to a complete stop. Cost per lead spikes. Conversions drop. Phone calls disappear. Nothing obvious changed on your end, yet performance falls off a cliff.

Most people assume the ads “stopped working” or that something is wrong with their industry. But sudden drops almost always come from causes inside your account. And the real reasons are rarely the ones business owners expect.

Here are the most common reasons campaigns suddenly stop performing.

Google’s algorithm lost its signals
Your bidding strategy depends on steady, accurate conversion data. If tracking breaks, even slightly, Google no longer knows what type of user is converting. When this happens, targeting becomes random and performance collapses. This is one of the top causes of sudden drops and most businesses never realize it is happening.

Your search terms quietly shifted
Search behavior changes fast. A new season starts. A new competitor enters the market. A new trend emerges. If your search terms do not match high intent queries anymore, your budget starts flowing into low quality traffic. A small shift in user language can destroy performance without warning.

A competitor began outbidding you
When a competitor raises bids, expands budget, or improves their ads, your impression share can drop overnight. Suddenly you appear less often, in worse positions, and at higher costs. This is invisible unless you check auction insights regularly.

Your landing page quality dropped
Landing pages slow down. Forms break. Mobile layouts shift. Even a small glitch can cut your conversion rate in half. When the page stops converting, Google Ads looks broken even though the problem happens after the click.

Google auto applied changes you did not approve
This is extremely common. Google will quietly apply recommendations that loosen targeting, enable broad match, change bidding strategies, or expand networks. These changes often tank performance instantly.

Your budget fell below the required threshold
If campaigns do not have enough daily budget to leave the learning phase, Google throttles delivery. This creates a downward spiral where the system does not have enough data to optimize and performance gets worse each day.

Your account structure became too messy
Over time, business owners add keywords, add ads, add campaigns, and make dozens of untracked tweaks. Small structural problems stack up until the system no longer has clear signals. The result is sudden instability and unpredictable results.

Why BRIW Keeps Campaigns From Crashing

Most sudden performance drops are preventable. They happen because accounts are unmanaged, unmonitored, or built without the structure needed to stay stable over time.

BRIW prevents and fixes sudden declines by using a proven operational system that includes:

Daily search term reviews
Weekly bidding and budget adjustments
Complete conversion tracking validation
Competitor and auction analysis
Landing page audits and CRO improvements
Structured keyword groupings to protect signal quality
Zero tolerance for automated changes that weaken control

When something shifts inside the auction, we catch it before it impacts your revenue. And when performance suddenly drops in accounts we audit, we can typically diagnose the cause in minutes because we know exactly where these failures hide.

If your Google Ads campaigns suddenly stopped working, it is not random. It is a signal that your account needs structure, clarity, and expert oversight before more money is wasted.

BRIW can help you stabilize, rebuild, and scale your campaigns so this never happens again. Want us to review your account and identify what broke. We can show you exactly where the leaks started and how fast we can get your results back on track.

How to Diagnose a Broken Google Ads Campaign in Under 10 Minutes

When your Google Ads campaign suddenly stops producing leads, costs spike, or performance tanks without warning, it is easy to assume something big is wrong. But in most cases, broken campaigns come down to a few simple issues. The good news is you can diagnose the problem fast. With the right process, you can identify what is failing and what needs fixing in under ten minutes.

This is the exact rapid diagnosis framework we use at BRIW before we ever make adjustments or touch a client’s ad spend.

Minute 1 to 2. Check conversions and tracking first
If conversions drop but clicks stay the same, the problem is often tracking. Make sure:
• Forms still fire
• Call tracking numbers are working
• GA4 is syncing
• No duplicate or missing conversion events
Most broken campaigns are actually broken tracking.

Minute 3 to 4. Look at the search terms report
A surge in irrelevant searches tells you negative keywords are missing or match types are too loose. Look for job seekers, DIY searches, competitor brand traffic, or queries unrelated to your service. If the search terms look wrong, the targeting is wrong.

Minute 5. Compare device performance
If mobile CPL suddenly climbs, landing pages may be breaking or loading slowly. If desktop tanks but mobile holds strong, bids may be misaligned. Big swings between devices always reveal hidden issues.

Minute 6. Check impression share and auction insights
If impression share drops overnight, a competitor likely increased budgets or entered the market. If top of page rate falls suddenly, your bids or strategy may be too weak to stay competitive.

Minute 7. Review ad strength and asset approvals
Sometimes performance falls because ads quietly went into review or were disapproved. Make sure all headlines, descriptions, and extensions are active and approved.

Minute 8. Check landing page health
A slow or broken page kills conversions instantly. Confirm load speed, form functionality, and mobile responsiveness. Even minor changes in your CMS can break a high converting page.

Minute 9 to 10. Review budgets and pacing
You would be surprised how many campaigns stop performing because they hit daily caps before peak hours. Check if budgets exhausted early in the day or if low spending campaigns are starving high intent traffic.

Why this matters
If you follow these steps, you can identify the root cause of almost any performance drop in ten minutes or less. And once you know what is broken, you can fix it fast.

Where BRIW steps in
Most small businesses do not have the time to diagnose issues daily or understand why campaigns fail. At BRIW, we monitor these signals constantly and detect problems before they become expensive. We repair targeting, rebuild structure, update tracking, and prevent wasted spend so your campaigns run clean, predictable, and profitable.

If you want Google Ads that never fall apart without warning and perform like a real growth system, BRIW is ready to take over the heavy lifting.

The Negative Keywords Every Local Business Should Add on Day One

One of the fastest ways to improve Google Ads performance for any local business is adding the right negative keywords from the very beginning. Most accounts waste money not because the service is bad or the ads are weak, but because Google keeps showing ads to the wrong people. Negative keywords are the filter that protects your budget, your intent signals, and your lead quality.

If you do not add them on day one, Google will spend your money testing irrelevant searches that never turn into real customers. That is why the strongest campaigns start with a clean list before a single click is purchased.

Here are the negative keyword categories every local business should add immediately.

Job Seekers
Searches related to employment waste more budget than almost anything else because they are high volume and irrelevant. Add terms like job, hiring, careers, salary, resume, and application. These searches happen constantly and every click is guaranteed to be a dead lead.

DIY Searchers
People looking to fix something themselves rarely convert. They are looking for instructions, not a service provider. Protect your budget by excluding how to, do it yourself, tutorial, fix myself, and step by step. These queries attract clicks but almost never produce paying customers.

Informational Researchers
Searchers who want general information rarely turn into booked jobs. Exclude words like definition, meaning, examples, and symptoms. These users are learning, not buying.

Cheap or Low Intent Searchers
This depends on the business model, but many local businesses should remove bargain intent. Add free, cheapest, low cost, and discount when appropriate. These users often click but rarely convert into profitable revenue.

Irrelevant Service Types
If you offer plumbing, you do not want traffic for commercial plumbing schools. If you offer residential roofing, you do not want traffic for metal roofing tools. Every local business should block irrelevant service categories. Terms to consider include commercial if you only handle residential, wholesale, tools, parts, equipment, and rental.

Near Irrelevant Geographies
Google often misinterprets location intent. Add cities you do not serve. Add states you do not work in. Add landmarks outside your radius. If you do not limit geography through negatives, Google will overspend on useless areas.

Why Negative Keywords Matter So Much
Negative keywords raise lead quality immediately. They increase relevance, improve quality scores, lower cost per click, and give the algorithm stronger signals about who your ideal customer actually is. They are the fastest way to cut wasted spend and show up only for people who want your service right now.

How BRIW Uses Negatives to Protect Your Budget
BRIW builds negative keyword frameworks on day one using industry patterns, historical data, and weekly audits. While most businesses only add negatives when a bad click appears, BRIW uses proactive filtering that blocks bad traffic before it ever hits your account. This creates cleaner intent, stronger conversion rates, and a budget that goes directly toward real customers.

If you want negative keyword protection built the right way from the start, BRIW can run a full audit and rebuild your targeting so your budget finally stops leaking.

The 20 Hidden Settings in Google Ads That Quietly Steal Your Money

Most businesses think poor keywords or weak ads are the biggest reason Google Ads fails. In reality, the largest budget leaks hide deep inside the platform’s settings. These settings determine who sees your ads, how Google spends your money, and whether your campaigns attract real buyers or waste cash on low intent traffic.

Below are the twenty settings most responsible for wasted spend and declining performance. Fixing them is often the fastest way to lower costs and increase lead quality.

1. Wrong bidding strategy

Choosing the wrong bid strategy too early leads to high costs and weak conversions.

2. Poor conversion tracking

If Google receives incomplete data, it optimizes toward the wrong actions.

3. Broad match without guardrails

Broad match keywords can trigger irrelevant searches that never convert.

4. Wrong location targeting

Google often targets people outside your service area unless corrected.

5. Search partners enabled

This setting sends your ads to low quality placements with poor intent.

6. Display expansion accidentally enabled

Many accounts unintentionally serve search ads on display inventory.

7. Missing negative keywords

Without a strong negative list, irrelevant clicks drain your budget daily.

8. Too many keywords in one ad group

Large keyword lists confuse the algorithm and reduce relevance.

9. Weak ad rotation settings

Google may show underperforming ads too often.

10. Incorrect attribution model

Your optimization suffers if attribution does not match your customer journey.

11. No device adjustments

Mobile and desktop often perform differently and require tailored bidding.

12. Missing audience signals

Google performs better when you feed it high quality intent data.

13. Faulty call tracking setup

If calls are not tracked correctly, you cannot scale what works.

14. Landing pages not connected to ad groups

Mismatch between search intent and landing experience kills conversions.

15. Overuse of automated recommendations

Many Google suggestions raise costs instead of improving results.

16. Calendar seasonality not set

Seasonal businesses overspend or underspend without proper adjustments.

17. Ad schedules not optimized

Most businesses waste money running ads during low quality hours.

18. Wrong language settings

Google sometimes serves ads to unintended audiences when this is left untouched.

19. Incorrect conversion windows

The wrong lookback window distorts what Google considers a valuable action.

20. No campaign level negatives

Shared negatives protect your entire account from irrelevant themes.

How BRIW Fixes These Hidden Problems

BRIW specializes in finding and correcting the silent settings that waste money every day. Before launching new campaigns, we run a complete diagnostic to uncover every inefficiency, every leak, and every setting that is working against you. Once corrected, your traffic improves, costs drop, and lead quality increases immediately.

Instead of letting Google automate your entire budget, BRIW uses a hands on system that gives you control, precision, and predictable results. When you want Google Ads that perform like an investment, not an expense, BRIW is the partner that builds and manages campaigns the right way.

If you want us to audit your account and show you which of these twenty settings are costing you money, just let us know. We can map out exactly what needs to change and how fast we can improve your results.

Why Most Small Business Campaigns Fail Before They Launch

Most small business owners turn to Google Ads because they need more customers and they need them quickly. But here is the truth most agencies never explain. Most campaigns fail before a single dollar is spent. Not because the business is weak. Not because the market is too competitive. They fail because the foundation of the campaign is broken from the very beginning.

If the structure is wrong, nothing else matters. Even strong keywords, strong ads, or strong landing pages cannot save a setup that was built incorrectly.

Here is why most small business Google Ads campaigns fail before they ever launch.

1. No Clear Targeting or Intent Strategy

Many businesses choose keywords based on guesses. Keywords that are too broad attract people who are not buyers. Keywords that are vague waste money without producing leads. Keywords that show low intent generate clicks but never turn into customers.

Google Ads succeeds when targeting aligns with real buyer intent. Without that alignment, the campaign struggles from the start.

2. Using the Wrong Campaign Type

Google offers multiple campaign formats, and many are not designed for small business lead generation. Business owners often select automated options that spend quickly but convert slowly.

If the wrong campaign type is chosen, the budget drains before useful data can even be collected.

3. Weak or Generic Landing Pages

Even if someone clicks your ad, most conversions are lost on the landing page. Common issues include:

• Sending traffic to the homepage
• No clear call to action
• Slow mobile loading
• No trust elements or proof

If your landing page is not built to convert, Google Ads becomes an expensive source of traffic instead of a source of customers.

4. No Tracking in Place

You cannot improve what you cannot measure. Many small businesses launch without proper call tracking, form tracking, conversion events, or correct integration between Google Ads and GA4.

Without clean data, Google cannot learn which users are most valuable. The account gets stuck and cannot scale.

5. Launching Without a Scalable Account Structure

This is the number one reason campaigns fail.

Most accounts are built in one large campaign with dozens of unrelated keywords and ad groups. This confuses Google, lowers relevance, increases costs, and reduces lead quality.

A strong Google Ads account must be organized intentionally with separate campaigns for each service, tightly themed keyword groups, and landing pages that match exactly what the searcher wants.

How BRIW Prevents These Failures Before Launch

Most small business owners are not failing. Their Google Ads setup is failing them. Google Ads requires the right structure, the right targeting, the right landing pages, and the right tracking before the campaign ever goes live.

This is exactly where BRIW makes the difference.

BRIW builds Google Ads systems that work from day one with clean structure, precise keyword alignment, conversion focused landing pages, full tracking, and ongoing optimization that protects your budget and improves lead quality.

Instead of wasted spend, you get booked jobs, real leads, and predictable revenue growth.

If you want Google Ads that perform like a growth engine rather than a guessing game, BRIW can rebuild your system and show you exactly where your current setup is leaking money.

The Fastest Way To Get Customers And Why Google Ads Is The Engine Behind It

Every business reaches the point where it needs customers now, not someday. Maybe sales dipped. Maybe growth stalled. Maybe you finally want to scale. No matter the situation, the question is always the same: what is the fastest way to get customers. There are countless marketing channels out there, but only one delivers immediate demand with real buyer intent. Google Ads.

The reason is simple. Every single day your ideal customers are already searching for what you offer. They are typing in the exact problems they want solved and the exact services they are ready to buy. When someone goes to Google and searches plumber near me or roof repair or pest control service today they are not browsing. They are looking to hire. The fastest way to get customers is to show up right at the moment they decide to buy.

Google Ads is the only channel that puts you directly in front of people with that level of intent. Social media can build interest but people are usually scrolling, not shopping. SEO is powerful but takes months. Networking, referrals, and flyers can work but they aren’t predictable or scalable. Google Ads taps into a pool of ready to book buyers, gives you instant visibility, and drives traffic immediately.

This is where BRIW becomes the difference maker. Running Google Ads successfully is not simply clicking launch. Most local businesses waste a large portion of their budget on the wrong keywords, broken account structures, or generic ads that do not attract serious customers. BRIW creates an ad system designed specifically to drive fast customer acquisition for local service businesses. The structure is built to filter out low intent searches, attract the highest value customers in your area, and turn your clicks into booked jobs.

The fastest way to get customers is not about luck or guessing. It is about using a channel that captures existing demand and pairing it with a strategy that eliminates wasted spend. The right Google Ads setup gives you a pipeline of customers that starts flowing within days. The right optimization keeps that flow consistent and profitable.

If your business needs customers quickly, Google Ads gives you speed. BRIW gives you control, precision, and consistent growth. Combine both and you get a system that delivers customers on demand whenever your business needs them most.

Why You Need To Launch Google Ads If You Want More Customers For Your Business Quickly

If you’re trying to grow your business and you need customers fast, Google Ads is the single most reliable channel you can launch today. Not next month, not after you finish redesigning your website, not after you “fix your SEO.” Right now. Google Ads works because it puts your business directly in front of people searching for the exact service you provide, at the exact moment they need it. No other platform gives you that level of intent, speed, and predictability.

This is why Google Ads is the engine behind the growth of thousands of companies across home services, local businesses, eCommerce, B2B, and every industry in between. When set up correctly with clean structure, proper targeting, and conversion-focused landing pages, it becomes the fastest path to new leads, new customers, and immediate revenue.

Here’s why launching Google Ads is essential if you want more customers as quickly as possible.

Google Ads targets people who are ready to buy right now

Every day, millions of people type purchase-intent searches into Google like “roof repair near me,” “emergency plumber,” “auto detailing shop,” or “best CPA in Houston.” These searches aren’t casual. They aren’t passive scrolling. They’re people actively looking to hire someone right now.

If you’re not showing up at the top of those searches, someone else is getting the customers who should be yours.

Google Ads lets you instantly place your business at the top of page one for the exact keywords that drive revenue. And you can turn it on in a single day.

You don’t have to wait months like you do with SEO

SEO is valuable, but it is slow. Search rankings take time, competitors often have a huge head start, and Google’s algorithm makes no promises. You could fix your meta tags, write blogs, optimize pages, and still wait 6 to 12 months before seeing consistent results.

Google Ads bypasses all of that.

With the right structure and bidding strategy, you can be in front of customers within 24 hours. No guessing. No hoping Google eventually rewards your site. You pay to show up now, and when someone searches for your service, you appear instantly.

You control your budget, your pacing, and your ROI

One of the biggest advantages of Google Ads is control. You decide what you’re willing to pay for leads, what areas you want to target, what times of day ads should run, and what types of searches you want to appear for.

If the phones need to ring faster, you increase the budget.

If you only want high-volume jobs or premium clients, you tighten your keyword targeting and bidding.

If you want better lead quality, you refine negative keywords and landing page messaging.

Google Ads gives you a revenue system you can dial up or down depending on your goals.

You can scale faster with data that gets smarter every day

One of the things most business owners don’t realize is that Google Ads becomes more profitable over time as the algorithm collects data about:

• which users convert
• which keywords drive revenue
• which ads produce the best click-through rates
• which landing pages convert higher
• which zip codes produce the most profitable customers

This means your cost per lead drops over time while your volume increases. It’s the opposite of traditional advertising, where results decline the longer you run it.

Your competitors are already using Google Ads

If you’ve noticed your competitors growing faster, showing up everywhere, or running more trucks than they used to, Google Ads is almost always part of the reason.

They aren’t waiting on word-of-mouth or hoping organic traffic magically increases. They’re buying demand at scale and capturing customers before they ever discover your business.

Every day you’re not running Google Ads, you’re giving up market share to businesses that are.

You can track every result down to the penny

Unlike radio, billboards, mailers, or social media posts, Google Ads gives you real data:

• which keyword produced the lead
• which ad generated the call
• what time the lead came in
• which device they used
• which landing page converted them

There’s no guessing. You get clean, transparent numbers that show exactly what your marketing dollars produced. This lets you optimize, refine, and scale while keeping your acquisition cost predictable.

Google Ads works for every business size

Whether you’re a solo contractor, a local shop, a multi-location service business, or an online brand, Google Ads scales to your size and goals. You can start with a small daily budget, get immediate traction, and scale your highest-performing campaigns as revenue grows.

Small businesses use Google Ads because it works fast.

Large businesses use Google Ads because it works at scale.

If you want customers quickly, Google Ads is the fastest path

In a world where attention spans are shrinking and competition is rising, speed matters. Google Ads is the only platform that lets you tap into active demand instantly and turn search intent into revenue.

And when the campaigns are built with the right structure, BRIW-level precision, and ongoing optimization, you get predictable, scalable growth that compounds month after month.

If you want more customers quickly, there is nothing more powerful, more direct, or more reliable than Google Ads.

The Exact Google Ads Structure We Would Use For A Home Service Business

If you run a home service business, your Google Ads structure determines everything. Your cost per lead, your call volume, your wasted spend, your ability to scale. Most accounts fail not because the business is bad but because the structure is wrong. At BRIW, we use a repeatable framework that works across HVAC, plumbing, electrical, pest control, roofing, and every other local service industry. This is the exact structure we would use before spending a single dollar of your budget.

Campaign 1. High intent service campaigns

These are your core campaigns built around the money makers. Each service gets its own campaign to protect budget and maintain clean signals. For example, AC repair, AC installation, plumbing repair, drain cleaning, electrical repair, and water heater service would all be separate. Inside each campaign are tightly themed ad groups built around one service. This lets us match intent precisely, write hyper relevant ads, and maintain strong quality scores. These campaigns usually drive the highest revenue and become the backbone of the entire account.

Campaign 2. Emergency intent campaigns

Emergency searches behave differently. The person typing in emergency plumber near me or AC repair same day is not shopping around. They want help now. We isolate these terms into their own campaign so we can raise bids, run aggressive call assets, shorten landing pages, and capture high value leads instantly. This single campaign often produces some of the strongest conversion rates in the entire account.

Campaign 3. Branded defense campaigns

If your business has any level of local brand awareness, this campaign is non negotiable. Competitors will bid on your brand name. Directories like Angi and Yelp will bid on your brand name. Lead aggregators will bid on your brand name. A small branded campaign protects your name, costs very little, and converts at the highest possible rate. This is the cheapest and most profitable real estate you will ever buy.

Campaign 4. Competitor conquest campaigns

This is optional, but extremely powerful when used correctly. The goal is not to outbid competitors on their own names. The goal is to intercept the person who is unhappy with the competitor or feels they are being overcharged. Messaging variation and emotional positioning matter here. These campaigns usually deliver a lower volume, but the leads are high intent and often convert at a strong rate.

Campaign 5. Local service ads support

While not technically part of Google Ads search campaigns, LSAs should always operate alongside your search campaigns. This creates total SERP dominance. When searchers see you at the top in LSAs, again in paid search, and again in organic results, they convert at a higher rate. We also use LSAs to identify lead quality trends, call patterns, and peak search hours, which helps optimize your main account structure.

How the structure ties together

Each campaign is built with strict keyword groupings, clean match types, negative keyword lists that remove irrelevant searches, and landing pages aligned exactly to the service the user is searching for. The structure eliminates wasted spend, improves quality scores, and connects each click to the most relevant page possible. This creates higher conversion rates, lower cost per lead, and faster results.

Why this structure works every time

Local service intent is predictable. People search with clear problems and clear urgency. When your campaigns mirror that intent, the algorithm learns faster, irrelevant traffic drops, and revenue increases. This structure has produced consistent gains in lead volume, stronger call quality, and a higher percentage of booked jobs across every local service industry we manage.

If you want BRIW to apply this exact structure to your account, we can audit your setup and tell you exactly where your current structure is leaking money and how fast we can turn it around.

Why Your Google Ads Campaign Stopped Spending After an Overhaul - and How to Fix It

If you’ve recently rebuilt or overhauled a Google Ads account and suddenly noticed that spend has dropped to near zero, you’re not alone. This is a common situation that happens after major structural changes, especially when campaigns are switched to new bidding strategies, keywords, or ad group setups.

The good news: the lack of spend isn’t usually a sign of failure, but a signal that Google’s learning phase has restarted. Here’s what’s really going on and how to get your campaigns moving again.

1. Understand What Triggered the Slowdown

When you make large-scale edits — like changing campaign types, switching to new bidding strategies, replacing ad groups, or removing a big portion of your keywords — Google’s machine learning essentially resets. The system needs fresh conversion data to understand who to serve your ads to.
During this period, performance may pause or crawl as the algorithm gathers enough data to rebuild its model. It’s not broken; it’s recalibrating.

2. Check Conversion Tracking

If you rebuilt the account and forgot to reconnect or re-verify conversion actions, Google might not have the feedback it needs to optimize. Double-check that:
• All conversion actions are active and set to “primary.”
• Each campaign is optimized toward an active conversion goal.
• Tracking is firing correctly in real time.
Without clean data, automated bidding strategies like Max Conversions or Target CPA will hold back spend.

3. Review Budget and Bid Strategy Settings

If you’re running Max Conversions or Target CPA, Google needs conversion volume to optimize effectively. When recent changes disrupt that flow, the system may become overly conservative.
Consider temporarily switching to Maximize Clicks or even Manual CPC for a short period to reintroduce activity. Once impressions and clicks stabilize, you can move back to Max Conversions with better signals.

4. Audit Keyword Coverage and Match Types

Overhauls often include removing broad match or changing keyword groupings. While that’s great for precision, it can also narrow reach too much.
Run a search terms report or use Keyword Planner to confirm you’re still eligible for sufficient auction volume. Adding a few strategic broad match modifiers or phrase keywords can help the algorithm restart data collection.

5. Let the Learning Phase Run Its Course

It’s tempting to make constant tweaks when spend stalls, but that often prolongs the problem. Give the system 5–7 days of consistent settings to learn. Avoid frequent bid, budget, or targeting changes during this period.

6. Track Progress with Patience and Data

Monitor impression share, auction insights, and top-of-page rate instead of daily conversions during the recovery phase. These indicators will tell you whether your account is re-entering auctions efficiently.

The Bottom Line:
When your campaign stops spending after a rebuild, it’s not a sign of failure — it’s a natural part of the optimization cycle. The key is to diagnose whether the issue stems from tracking, bidding, or targeting volume, make one controlled adjustment, and let Google’s learning system stabilize before making further changes.

Handled properly, a short-term slowdown can lead to stronger, more efficient campaigns long term.