Let's talk about what a well-optimized Google Ads campaign actually looks like in real numbers — because I think most people are evaluating their campaigns using the wrong metrics.
In this case, impressions are down. Clicks are down. Conversions are up 122%. I'm walking you through what that means, why it's actually good news, and what to do when your campaign is working and you want more leads.
I recommend watching the video first, then reviewing the information below. I'll walk you through the data, what I'm seeing, and what it means. You can then use these examples to look at your own Google Ads data and better understand what's happening.
This is a product-based business selling products from $300 to over $10,000. We're looking at month-over-month performance, and there is a really important story in here about what Google Ads can do for a business when it's set up and managed correctly.
Before I get into the numbers I want to be upfront about something. Google Ads works really well for this client and this product. That does not mean it works for every product.
If you are selling on Etsy, Google Ads is probably not your answer. If you are competing directly with Amazon on commodity products, Google Ads is probably not your answer either.
What works here is that this is a niche, specialized product with good margins. When someone searches for it, they are not getting 400 Amazon listings back. They are finding businesses like this one. That is the environment where Google Ads performs. Know your market before you decide if paid search is right for your business.
Let me start with the basics because I think this gets overlooked. Google Ads puts your business in front of people who are actively searching for what you sell. Not people scrolling through social media. Not people who might be interested someday. People who are on Google right now typing in the exact thing you offer and looking for someone to buy it from. That is the power of search advertising and it works for both products and services. This client sells physical products. I have other clients running ads for therapy practices, home services, med spas. The mechanism is the same — show up when someone is searching, give them a reason to click, and make it easy to take action.
Now here's where it gets interesting. Impressions are down 26% this month. Clicks are down 4%. If you stopped there you might think this campaign is heading in the wrong direction.
But look at what actually happened. Conversions are up 122%. Phone calls are up 117%. Conversion rate is up 131%. Cost per conversion is down 52.7% — cut nearly in half. $24.07 to get a conversion on a product line that starts at $300 and goes over $10,000.
Less traffic, dramatically more action. This is what a well-optimized campaign looks like. We are not chasing volume. We are reaching fewer people but they are the right people — people who are ready to buy. Impressions and clicks going down while conversions go up is not a red flag. It is the campaign doing exactly what it should do. Tightening up, cutting waste, putting the budget where it's actually working.
Here's something I want you to write down. Once you have a well-optimized Google Ads account that is consistently bringing in conversions, the best way to get more conversions is to increase the budget. That's it. You don't need to reinvent the campaign. You don't need to overhaul the keywords. The account is working — give it more fuel.
And you don't have to do it dramatically. Even $5 a day at a time makes a difference. If you're spending $30 a day and getting consistent conversions, go to $35. Let it run. Look at the data. If the conversion rate holds, go to $40. Small incremental increases protect you from blowing your budget all at once and they give the algorithm time to adjust. A lot of business owners think they need to make big dramatic changes to see more results. Most of the time you just need to spend a little more on what's already working.
Total spend this month: $962.68. Total conversions: 40. Total phone calls: 52. For a business where one sale can be $5,000 or $10,000, that spend is almost hard to justify NOT doing.
This is why I always say you don't need to spend thousands of dollars on Google Ads to see results. You need to spend consistently on the right keywords and let the data tell you what to do next. $962 and a 14.98% conversion rate is a campaign worth scaling — slowly, intentionally, $5 at a time if that's what makes sense for your budget.
Three things to look at in your Google Ads account this week. Your conversion rate, your cost per conversion, and your total conversions. Then ask yourself — what is one conversion actually worth to my business? If your campaign is converting consistently and you want more leads, don't rebuild it.
Increase the budget incrementally and let it work. If you don't know what your conversion rate is or you're not tracking conversions at all, that's the first thing to fix before you spend another dollar.
Want to know what's working in your own business? Book a discovery call: https://calendly.com/glenneth/15min
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Welcome! My name is Glenneth and I live in beautiful East Tennessee. I wear many hats: CEO of The Visibility Method, SEO & Google Ads Expert, content creator, and more. I love technology, social media, and weight lifting. My favorite place to hang out is the hammock in my backyard. My favorite colors are pink and orange. My favorite team is the Vols. And I LOVE to get email so please drop me a note and say hi!
