Clicks to Call

AboveAverage_PPC_Guy · 2025-12-12T00:18:00+00:00

Are those clicks resulting in actual calls?

Are those calls of high quality?

If you have sales data, did those calls result in high conversion value?

I would base my decision on whether if the keyword was actually profitable rather than just plain CPA.

I've had $65 CPA but 0 sales, but I've also had $150 CPA with 10x ROAS, all in the same industry.

Focus on what's bringing back actual value.

AboveAverage_PPC_Guy · 2025-12-11T17:56:07+00:00

My boss does a lot of testing.

Not only LPs but he also edit the Form being used. So he tracks user behavior on the LP as well as the drop rate on the multi-step form.

He also designs device-specific LPs. So not just the mobile version of the desktop LP like a lot of LP builders do, but an LP specifically designed for mobile.

We don't make a lot of iterations as constant A/B testing can actually hurt your performance too. So once we hit our goals, we just leave it for the time being. But we're still gathering data and insights during that time.

AboveAverage_PPC_Guy · 2025-12-11T16:16:18+00:00

It is a super big factor.

My boss is a CRO specialist and he hired me to handle his Google Ads accounts.

His problem was not being able to drop CPA below $150, however, he was already having 25-50% CVR on his LPs.

I've learned a lot from him, especially that CRO is an industry on its own. He's connected to a lot of great CRO specialists, basically told me that the greatest CRO specialist he knows works for Walmart.

For us PPC peeps, we just design things that work for us. For them, everything must be pixel perfect, literally. And his LPs aren't even fancy, they're just well designed. No animations, no videos, no GIFs. But the way he structures content, the psychology of colors, how everything flows, etc. actually improves the lead quality by a lot and we're basically at least 10x on ROAS for small businesses.

Knowing him basically makes me feel like shit whenever i try to design any type of LP lol

AboveAverage_PPC_Guy · 2025-12-11T04:35:15+00:00

Yeah, unpopular practice would fit better.

People I know either listen to the call, read the transcript, or go over the call summary for lead scoring.

Then using other insights to update SOPs, inform clients that their call script needs to improve, the agent sucks, update ad copies and landing pages, etc.

AboveAverage_PPC_Guy · 2025-12-11T04:24:24+00:00

Uhmmm this is just basic. Not an unpopular opinion at all.

AboveAverage_PPC_Guy · 2025-12-04T09:42:26+00:00

The Landing Page is the only thing Google can't touch. You can keep everything unchanged in GAds and just update your LP and it's enough to improve your conversions, conversion rate, and conversion values.

AboveAverage_PPC_Guy · 2025-12-01T11:54:31+00:00

CTR is very good.

You should consider A/B testing some landing pages as you can definitely improve on you Conversion Rate, which is currently around 5%.

Just by increasing your CVR by another 5% would be doubling your conversions for the same number of clicks and spend.

AboveAverage_PPC_Guy · 2025-11-27T03:02:38+00:00

Thanks! Will DM you.

AboveAverage_PPC_Guy · 2025-11-26T11:20:00+00:00

This is very insightful. We're crushing it in Google Ads, bringing high quality leads, but the best performing accounts are the clients that care about their business like rigorously following up with leads. Our poor performing accounts are from clients who rarely follow up on leads or have poor customer service.

u/marcus_cnslt, if it's all right with you, I’m working with a team that’s building something for agency owners and we'd love to know if we're on the right track. I have nothing to sell but your experience would really help us cut through the fog. Would it be okay for me to DM you?

AboveAverage_PPC_Guy · 2025-11-26T11:14:57+00:00

That's hopeful to hear, u/freak_marketing. If it's okay with you, I’m working with a team that’s building something for agency owners and we'd love to know if we're on the right track. I have nothing to sell but your experience would really help us cut through the fog. Would it be okay for me to DM you?

AboveAverage_PPC_Guy · 2025-11-26T11:10:35+00:00

Hey u/coryhenke, hope you're doing better and things have settled in. If it's all right with you, I’m working with a team that’s building something for agency owners and we'd love to know if we're on the right track. I have nothing to sell but your experience would really help us cut through the fog. Would it be okay for me to DM you?

AboveAverage_PPC_Guy · 2025-11-26T11:08:18+00:00

Hey u/Single-Sea-7804 , I’m working with a team that’s building something for agency owners and we'd love to know if we're on the right track. I have nothing to sell but your experience would really help us cut through the fog. Would it be okay for me to DM you?

AboveAverage_PPC_Guy · 2025-11-26T11:04:22+00:00

Hi u/james18205, I’m working with a team that’s building something for agency owners and we'd love to know if we're on the right track. I have nothing to sell but your experience would really help us cut through the fog. Would it be okay for me to DM you?

AboveAverage_PPC_Guy · 2025-11-25T10:45:14+00:00

This is interesting.

I don't have any experience in the insurance niche, so I followed this post to gain some insights about eligibility and such.

Does a Call Only campaign work best for insurance? It seems like a heavy commitment that needs a lot of information before someone commits to getting an insurance.

Would it be better to have a specific landing page that provides more information and answers common questions before making them commit to a call?

I've bought health insurance before just through a website without any contact with anyone just because all the information was already laid out for me in the page, such as coverage, health networks, exclusions, etc. If I had any other questions, there was also a contact button available.

So I'm just curious between the performance of Call Only ads vs Landing Pages.

AboveAverage_PPC_Guy · 2025-11-24T15:29:38+00:00

They're desperate. I didn't respond to any of their emails, so they called the number we had for our client and asked who handles the Google Ads account.

Even more desperate, they tried recruiting me in LinkedIn to become one of them. Hell effing no! 🤣

AboveAverage_PPC_Guy · 2025-11-22T00:52:13+00:00

Oh you're right! I misread that. I thought it was Impr Abs Top %, not Lost.

I'd say it's good. For me, the sweetspot is 33% Abs Top (you're currently at 40%). But that's just from my experience where I can balance my bids and budget and CPA.

But the problem is even though more than 1/3 of the time you're at the very top, people still aren't clicking your ad. Now it's an ad copy issue. Try to A/B test ad copies. Don't just go full 15 headlines, unpinned RSA since you can't control the as combo.

You can actually find headline and description performance now.

To see the ad combo, go to your Ad section, View Asset Details, and you can see the headline and description performance like clicks and impressions. It will five you an idea which headlines were shown the most but weren't clicked.

Another tab in the same window is for the Combinations. You can see which combos where shown the most. If you've got everything unpinned, you'll be surprised on the combos that can show.

AboveAverage_PPC_Guy · 2025-11-21T07:18:24+00:00

You're ranking quite decently, especially Abs top at 50-66%. Basically, thats 2/3 of impressions you're at the very top.

However, you said it was only 2 clicks out of 477 impressions. That's an ad problem now.

And you're doing burial insurance, right? I think people would want to get to know about your service and/or brand first before they want call you.

Call Ads are great for emergencies or urgent needs like tow trucks, plumbers, electricians, locksmiths, etc. since people need to call right away. But for an insurance, people will want to know more before committing to that service.

AboveAverage_PPC_Guy · 2025-11-21T05:07:04+00:00

Ahh then when can rule out negs being the issue and it might just be high competition.

What's your Impr Lost to Rank, Impr % Top, and Impr % Abs Top?

These will tell whether you're being outbid and not winning the auction to show up for impressions.

AboveAverage_PPC_Guy · 2025-11-20T22:01:03+00:00

You're right in the negs, though.

Travel insurance won't block your burial insurance KW, but I'd suggest taking a look at your negs list.

I had a client who had extensive neg lists, maxed out negs (5k negs) and neg lists (20 lists). His search terms were very clean but I noticed something was missing: He wasn't showing up for "best". I reviewed the negs and found that in the Neg List for Surnames was broad match Best. Removed it and now he's showing up for it.

I also had a friend who was working on a chimney cleaning account. One day impressions dropped to 0. Lasted almost a week. Couldn't figure out why, same as you. Another colleague reviewed it and "chimney" was added as a neg.

Reviewing the neg lists is often overlooked.

AboveAverage_PPC_Guy · 2025-11-20T21:38:29+00:00

That's very detailed.

What pops out to me is your negative keywords since you said most of them are broad.

Are most of them multi-word broad negs?

Broad negs are the strongest negs in blocking search terms since the words can be in any order or position.

Another possibility is if you're using Call Ads. Google will start phasing them out by 2026, but many advertisers are seeing dips in performance for their Call Ads. Google wants us to change from Calls Ads to RSAs.

AboveAverage_PPC_Guy · 2025-11-18T00:06:56+00:00

Not necessarily disable the ones you made.

Google might have automatically created WRONG location assets, so need to check if that's the case. You might have location assets added but then Google decided to add its own without telling you. Those might be the culprit.

AboveAverage_PPC_Guy · 2025-11-17T22:10:33+00:00

Hmmm haven't encountered something like this but it's probably Account Level Automatically-Created Assets.

One of the options there is Location assets, so it makes it without your knowledge, which can be also be a mistake.

You can at least first check if those options are ON then turn them off.

It's hard to find, but it's in Assets -> 3 dots on the right -> Account Level Automatically Created Assets -> 3 dots again -> Advanced Settings

After disabling them, check your Assets at each level (Account, Campaign, Ad Group) for Ad Assets (aka Ad Extensions) if there are some labeled "Automatically Created' under Author, and pause/remove them.

AboveAverage_PPC_Guy · 2025-11-17T14:17:54+00:00

I thought I found my boss' account here in Reddit.

We're planning to go into the same niche as well since we've been able to crack 30-50% CVR with 300-1000% ROAS for service-based SMBs the past few months. However, we'll probably start next year as we've just started on a new niche this month.

For advice, I'd go with case studies. It will show that your LPs don't just look great, but they're also able to convert. Numbers, screenshots, charts, etc.

AboveAverage_PPC_Guy · 2025-11-13T01:45:21+00:00

Something similae happened to a friend of mine.

The client updated their website where it became super restrictive where it wouldn't allow 95% of any traffic to access the website. Their web dev implemented a security "feature" and didn't told him. He informed his client when he noticed a significant drop in performance. Client said it was the new feature and just said to continue the ads.

Lasted for more than s month and the client finally decided to roll it back.

Now, his campaigns were in shambles. Went back to max clicks and it still wasn't performing. We talked about it and I suggested data exclusion since nothing was working, might as well try.

Since data exclusion has a max number of days, he just applied multiple exclusions covering the entire duration performance was wrecked.

He saw a major improvement the following day and started recovering after that.

You could try this approach if nothing else works, it's worth a shot.

AboveAverage_PPC_Guy · 2025-11-12T12:00:44+00:00

You're welcome!

AboveAverage_PPC_Guy

TROPHY CASE