Not overspending.
WHAT TO SET
A daily budget A maximum cost per click Times and days when ads show Locations
THE LOCATION SETTING
Critical for local businesses.
Without it, you pay for clicks from places you do not serve.
Check it carefully. Default settings frequently include more than you intend.
THE SCHEDULE SETTING
If you only answer the phone during business hours, consider whether to advertise outside them.
An enquiry nobody answers is wasted spend.
WHAT DRIVES COST UP
Broad matching No negative terms Irrelevant landing pages Competing on general terms
WHAT BRINGS IT DOWN
Specific terms Relevant ads and pages Negative terms Better conversion, which means fewer clicks needed per customer
THE CONVERSION POINT
Improving your landing page reduces cost per enquiry without changing your bids.
WHAT TO CHECK BEFORE INCREASING BUDGET
That your current spend is producing profitable enquiries.
Scaling an unprofitable campaign scales the loss.
