THE SEARCHES TRIGGERING YOUR ADS MAY SURPRISE YOU.
Your Google Ads may be showing up for searches you never intended to pay for. Google has changed how keyword matching works. You could be paying for clicks from people who were never looking for a plumber.
Where is your ad budget going?
Imagine you spend $3,000 on Google Ads this month. You know you received 150 clicks. But do you know exactly WHAT those 150 people searched for before they clicked your ad?
150 Clicks
55 Potential Customers
35 Wrong Service
30 DIY/Information
15 Job Seekers
15 Outside Service Area
The numbers above are just an example, but the point is simple: not every click is a potential customer.
Google doesn’t know your business.
While Google knows what people search, you know what customers you actually want. Google might see these as related:
“plumber near me”
“plumber jobs”
“plumbing school”
“how to fix a toilet”
“plumbing supplies”
But you know the difference immediately. One can become a customer. The others can waste your money.
You or your agency needs to check the data daily
Google Ads isn’t something you launch and forget. Every day, new people search, new searches trigger ads, and new data becomes available.
Check searches • Find bad ones • Add negative keywords • Protect budget
The real question
Don’t ask: “How many clicks did I get?”
Ask: “Who did I pay to click my ad?”
