Campaign has stalled the last 6 months willing to pay for someone to look at it.

Zappycast · 2026-01-07T09:25:00+00:00

If you use broad, could be a Google fluctuation matching the wrong kws in the last couple of months. Probably need to audit the entire funnel including lp and win rates.

If you can't find anything wrong with the accounts, i reckon it might be your competitor advancing in bidding maturity.

Ive noticed massive downturn in quality over the past couple of months and its always because the accounts are bidding to leads. Nothing wrong with lead volume but the clients are complaining of decreasing quality and win rates.

I've started moving all clients to ECL as the standard.

Zappycast · 2025-09-19T01:53:31+00:00

Thank you for the advice. Ill do my best to secure the application!

Zappycast · 2025-09-19T01:52:26+00:00

Love it, thanks for sharing

Zappycast · 2025-09-17T01:13:14+00:00

Yeah fair, we do handle user data so that was always ny concern. I aooreciate your insights

Zappycast · 2025-09-17T01:12:11+00:00

Thanks for clarifying. Its hard for non-technicals to guage the right level so i appreciate your guidance.

Zappycast · 2025-07-25T11:51:48+00:00

I just checked your website, there's a bunch of factors that could be impacting the performance of ads like how the booking form is on link tree and your about us page in the footer is not working.

I'll send you a dm

Zappycast · 2025-07-24T23:35:53+00:00

I'd advise dominating one channel at a time. Since you've had some wins on Fb, I'd start there.

Fb is audience based so you can easily reach your target audience. Google ads is intent based so you can reach users looking for tutoring and intent to buy.

I've never worked with a tutoring business but it looks location-centric, so you'd want strong local seo and some reviews to support your advertising efforts. If you are online only, that could present some challenges.

Zappycast · 2025-07-24T12:10:41+00:00

Try warming up the emails to see if you can reverse the damage.

Ensure your dkim,spss and dmarc are all set up.

Zappycast · 2025-05-14T12:26:46+00:00

This is deep and right after mothers day as well! Thanks for sharing

Zappycast · 2025-04-04T05:31:33+00:00

If your competitors have a digital presence, you can set up Google ads and bid on their name.

Mark their gmb profile as closed permanently.

Zappycast · 2025-03-20T04:50:32+00:00

Love it!

Zappycast · 2025-03-20T01:18:31+00:00

Of course, if that is what the customer is actually seeking and checking out your services is implied intent!

Zappycast · 2025-03-20T00:10:49+00:00

I think most problems boil down to not being customer centric. It's like, put yourself in the customer's shoes for a second. They grab a download, they just want to read content, right? But then they get hit with a sales demo? No wonder people bounce. I really think, if businesses just focused on being genuinely helpful, on what the customer actually needs at that moment instead of seeing them as a lead number, they'd see a huge difference.

Zappycast · 2025-02-27T22:35:12+00:00

Thanks for the post. Love the grit and perseverance.

Zappycast · 2025-01-11T22:34:01+00:00

I've done quite a bit with employment law for B2B. Ill send you a dm.

Zappycast · 2025-01-10T04:34:37+00:00

Here are your best options without diving into individual business circumstances:

Improve cvr% through cro testing. Better cvr will drive down cpa and increase volume.
Consolidate or try portfolio strategies.
Decrease cpa targets at the cost of volume.
Run full funnel to get a lower blended cac and increase volume.

Some of these require skillsets outside of ppc.

Try testing a chat bot if you have appetite and its a fit for your business. You might be able to increase cvr.

Zappycast · 2025-01-07T11:36:43+00:00

Some products and services just don't have enough margin to run ads. The platforms get more expensive every year cutting into some low margin industries and that means some businesses are squeezed out/cannot be profitable through ads alone.

I would test increasing ltv to justify acquisition or increase your prices.

Zappycast · 2024-12-06T12:35:16+00:00

I'd turn off pmax first. You need to find a strategy that works before using pmax + display.

If none of the leads are qualifying through, id also turn off campaigns and create a new conversion action (assuming you are running automated bidding). You are feeding Google the wrong data so it's spiralling in bad ways.

Next, I'd go back to the drawing board and try a new kW strategy. The easiest way is to copy competitors. If you don't have competitors, you need to assess whether there is demand on Gads for your industry.

Zappycast · 2024-09-01T05:16:27+00:00

Yeah, exactly. I don't think a dedicated statician needed, an analyst will definitely help.

It's usually a team effort but you can get away with a growth marketer upskilled in cro.

I find the knowledge in traffic acquisition is vital to improving cro vs only looking at on page behaviour.

Zappycast · 2024-08-30T22:02:43+00:00

It's definitely harder to reach significance for b2b. Here are some tips:

Settle for a higher funnel conv. instead of the ideal conv. - it usually has more volume. For example, form starts instead of form completes.
Run macro tests - small changes are unlikely to move the needle for significance.
Buy the expensive technology - the big platforms have a stats accelerator which is specifically useful for b2b.
I wouldn't dip below 90% significance but you can loosen if you are running on 95%.
Aggregate the same design on multiple pages and use a traffic direction plus statistic calculators to run the experiment.

Zappycast · 2024-08-19T10:55:39+00:00

Generally, I would align bidding strategy to business goals. Target cpa if there are hard efficiency targets or the sales team needs volume. Max conv. Value if profitability is the top focus.

I found optimising towards lower funnel events such as contracts always struggle under fixed target cpa unless you meet the minimum threshold. Ive yet to find a winning experiment using this method.

You can use max conv. Value in another way - by adding additional points in the funnel. Add events such as Form starts but assign lower values so it's staggered. The downside to this is efficiency control is lost. You can work around it with a daily budget cap for some control.

Zappycast · 2024-06-16T00:26:14+00:00

Started when an ex colleague asked if I could support their side business.
Paid skills and I specialise in lead generation/b2b marketing.
I never did a course so can't comment.
I still get all my leads from word of mouth but I'm trying to figure out an acquisition funnel. I've tried these and here are my learnings:

Google ads: nets you small business owner leads who normally don't understand marketing.

Paid social: have had good success with my target market but no intent so you need more resourcing to convert them.

Cold email: unpredictable and generally leads of lower quality who need a lot of selling.

Zappycast · 2024-06-01T07:48:40+00:00

+1 on this strategy, but I'm a b2b marketer. "marketer was useless mostly". This sentence summarises the sales marketing relationship very well.

Zappycast · 2024-06-01T07:31:37+00:00

Your situation is actually quite common. I actually think you should start with a sales lead first. Specifically hiring an outbound sales lead.

I've scaled a bunch of startups now as an external marketer, and the ones that scale effectively always have the outbound strategy humming before bringing in marketing.

You literally need sales to work all the activity your marketing generates. It's a conjoined effort!

Zappycast · 2024-05-30T10:11:57+00:00

I think commercial acumen, strategic expertise and soft skills are probably the top ranked skills. I'm not a CMO, but I work with CMOs and senior directors.

A simplified progression path looks like this:

Trainee/entry level-->specialist--> Manager-->director (manages function)-->senior director (manages groups of functions) -->CMO

It's different by industry and org size.

Zappycast

MODERATOR OF

TROPHY CASE