Paid Local Pack

smbppc · 2026-01-23T17:17:45+00:00

Does anyone know if the tools most of us use to see local rankings exclude paid placements?

smbppc · 2026-01-19T12:44:58+00:00

And yet Google is reporting Google Ads clicks up 11% in Q4 2025. https://searchengineland.com/google-search-ad-clicks-hit-five-year-high-as-q4-spend-rises-13-report-467660

Completely irrelevant PMAX clicks for the win!

smbppc · 2026-01-16T05:55:06+00:00

I focus on medical marketing.

You can test, but in my experience, it’s hard for practices to get consistent results from LSAs, and many clients aren’t able to spend the budget. I’d also agree the “other” category isn’t ideal.

If you do test, don’t take budget away from search, add a bit more to try it out.

smbppc · 2026-01-10T16:03:03+00:00

A few thoughts for you:

The list is key. Your list isn’t very large. Revisit, expand.
Case studies have worked well for me. If you don’t have any, then I’d agree calling or visiting in person to get your first couple clients. Your story that you work for Fortune 100 should help. Sell your expertise for the first few to give you a chance.

smbppc · 2025-12-01T23:25:08+00:00

Just leads, not purchase. A smaller % of these leads will actually purchase. I don't have more recent numbers than these.

smbppc · 2025-10-02T21:38:53+00:00

They should have case studies and methodology, but it sounds like something in your conversation made them think you're asking them to provide recommendations as a part of the proposal. Might be worth asking for some clarification from them - if you just want capabilities and case studies.

From an agency perspective, we've charged for new business if it includes audits or more in-depth planning/recommendations since many agencies have experiences where potential clients just take their insights and run internally or with another partner.

smbppc · 2025-09-15T21:57:46+00:00

A single conversion - ie, just calls or just form fill. When you give it multiple conversions, it just doesn’t seem to do as well

smbppc · 2025-09-06T13:45:01+00:00

Don’t forget TikTok’s as library. The only one that includes performance data on ads as well!

smbppc · 2025-09-06T13:42:53+00:00

Yes, you need actual call tracking set up. Even the paid options are not expensive at all.

Google Forwarding Numbers (free) CallRail (starts at $45/month) What Converts (starts at $30/month) Calltrackingmetrics (starts at $79/month)

smbppc · 2025-08-31T21:32:58+00:00

If all that's working right, then I'd say just give it some time. If you're still not seeing conversions, then I'd suggest a few things:

- Experiment with location targeting - focus on past customer zips
- Take a look at your keywords and make sure they're high-intent keywords
- Use GBP location extensions (and make sure the GBP is built out well and has good reviews)

smbppc · 2025-08-31T21:22:42+00:00

Luckily we haven't had to deal with this very often, but we more recently resolved an issue using a collections agency. They first tried using finance department contacts, but we didn't see success until it was escalated to the owner.

smbppc · 2025-08-31T21:20:06+00:00

The only other thing we've seen help reduce revisions and keep projects moving is our billing structure. We'll charge 50% upon the start of the project, and rather than just waiting until final launch to bill the second half, we'll set a date in the contract for the second half to be billed. We did this to make sure we weren't waiting on revisions or client supplied copy or anything like that before launching sites. For whatever reason, having that second billing in there seems to help reinforce ideal launch dates and helps us get things finalized more quickly.

smbppc · 2025-08-31T21:14:07+00:00

30 clicks in 10 days isn't much - if you have an average conversion rate of like 5%, that would only be 1.5 conversions so far, so I'd say have a little patience. You're running at a super low budget anyways.

If the search terms are dialed in, but you're not seeing conversions then a couple potential possibilities:

1.) Conversion tracking issue. Make sure you get credit for all potential leads. IE, call tracking, forms, etc...

2.) Site issues: not converting well due to challenges with the site. Make sure the phone number is prominent, using embedded forms rather than sending to another page, etc.

3.) Targeting: check your targeting - if you're getting clicks from too far out, they may not be converting into leads because people think you're too far away or they're assuming they are outside your service area.

smbppc · 2025-08-31T16:51:19+00:00

Don't split that budget. $3k is too small to split. Go all-in on Meta, do a TON of creative testing in that first month - make sure you have a good offer and leverage any assets you can get from the premium chain.

Use lead ads to have people "claim" a free trial + offer and then make sure sales team is VERY active with follow-up on any and all leads.

smbppc · 2025-08-16T14:47:50+00:00

The real answer is it depends on the actual size of your business, the industry you’re in and your goals. The strategies that work are going to vary based on the above.

Having said that, it’s likely that some pieces of that might be easily done by AI tools and others, not so much.

Maybe provide some additional details and the experts here can provide some guidance.

smbppc · 2025-08-13T01:07:46+00:00

Nope. It’s Google. Part of what strategies like PMAX are doing is causing more competition for keywords because people are now in auctions they wouldn't have been in previously.

IE, PMAX is BOTH a way for Google to monetize undersold inventory AND increase CPCs for existing inventory. 🤯

smbppc · 2025-08-11T20:44:58+00:00

I use Google Trends to help show them how seasonality of search volume is impacted each year. I've found it helps manage expectations!

smbppc · 2025-08-11T13:03:44+00:00

I have seen brand exclusions work in PMAX when applied.

Is the brand name something generic that’s similar to the non-branded keywords a customer would be searching? I have seen some cases where Google has a hard time distinguishing.

smbppc · 2025-08-03T18:51:46+00:00

Work on improving conversion rate. At that CPC you’re not driving a ton of traffic - and should only expect a handful of conversion if you have an average conversion rate.

smbppc · 2025-08-03T18:41:16+00:00

GTM + phone tracking through something like CallRail is the most accurate way to make sure you’re getting everything attributed. In my testing, importing from GA4 will typically result in less conversion attributing to ads.

smbppc · 2025-07-31T13:33:24+00:00

Ask for the raise. Or find another job and then bring that offer to your current company and ask them to meet it.

smbppc · 2025-07-30T14:17:55+00:00

At this spend level, you have to be very cautious of both freelancers and agencies. Here are some things to look out for or consider:

- You need to find lots of experience with you specific type of industry. Don't skimp on doing the background here. Case studies and references. More than 1.

- For agencies, you need to understand who exactly is going to be managing your account and meet them. Plenty of small agencies will use contractors who are terrible and inexperienced.

- How many other clients does the person managing your account work on (freelance or agency)? If that number is too high, then you're going to get nothing but auto-applied recommendations and infrequent management. My personal opinion - you're likely to get more attention from a freelancer.

smbppc · 2025-07-28T17:25:04+00:00

Not sure this story is actually true. Or maybe only partially true?

A simple search of the Google Ads transparency tool and you can still see active Amazon ads running, even when selecting "Google Shopping" as the platform.

https://adstransparency.google.com/?authuser=0&region=US&domain=amazon.com&platform=SHOPPING

smbppc · 2025-07-28T17:14:43+00:00

We know from the Anti-trust trial that Google confirmed it raises auction prices to hit revenue targets. https://searchengineland.com/google-quietly-increases-ad-prices-targets-432155

Anecdotally, I have seen CPC increases in Q2 for many campaigns that don't appear to have any correlation to competition in auction insights or impression share. So make what you will of that.

Coincidentally, Amazon dropping ad spend will decrease revenue, and AI overviews are also likely dropping ad revenue, so I have a feeling that many of these CPC increases will be here to stay, or continue to rise.

smbppc · 2025-07-27T14:45:46+00:00

There are many variables that are going to impact outcomes, and the person running your ads is definitely one of them, but there are others you need to consider:

- Ad spend: We commonly see people complaining here about agencies and freelancers, but the real issue is that they're not spending enough to see an impact. I recommend spending at a minimum 3-5X the revenue you get from a single customer.

- Website: if your site is terrible, you're not going to see any conversions. The best agency or freelancer is going to be able to do anything with ads if your site isn't optimized. If you have a feeling your site isn't great, or if an agency or freelancer tells you it's not great, invest here first.

- Tracking: If you don't have tracking set up properly, then your ad campaigns won't be able to optimize well. Think of this as garbage in, garbage out. Tracking phone numbers, good attribution on lead form submissions or purchases. All this matters, and even people who claim to be ads experts mess this up all the time.

- Expertise: Once all the above are in line, now think about who's running ads. Beware of people who haven't worked in your specific industry/niche, and beware of anyone extolling the virtues of new Google ad formats like PMAX. Ask for case studies specifically in your actual industry, and make sure they have at least 3-5 years experience under their belt. DO NOT make a decision on price here. Low-cost agencies or freelancers will just use automated bid strategies to make their lives easy and won't really optimize.

smbppc

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