How To Use Google Ads Auction Insights Pt 4 – Tired of competitors dominating Google searches while your septic service ads get pushed down? Every lower position means lost customers and revenue going straight to competitors. Most businesses don’t notice until their phones stop ringing. Today, I’ll show you how to spot when competitors are stealing your customers and how to fight back.
This is part 3 of a 5 part series on using auction insights in google ads to crush competitors. In this video I am going to share the secret weapon that successful septic service companies use to monitor and outperform their competition on Google Ads. First, I’ll show you exactly what Position Above Rate means and why it’s costing you customers when competitors rank higher than you. Second, I’ll reveal how to use this powerful metric to identify which specific competitors are stealing your business and how often it’s happening. Third, I’ll give you three proven strategies to fix your ads without necessarily spending more money, so you can start outranking those competitors and get your phone ringing again with high-quality septic service leads.
Think of Google Ads like highway billboards. Your competitor’s eye-level display gets more attention than yours hidden behind trees. Similarly, in search results, ads at the top get noticed first when someone searches “septic tank install near me.” Your digital position can make or break your business, and Position Above Rate shows exactly where you stand against competitors targeting the same customers.
Position Above Rate is one of the most important metrics in the Auction Insights report, but most septic service businesses don’t even know it exists. This percentage tells you how often your competitor’s ads appear above yours when both of your ads show up in the same auction. It’s like a scoreboard showing who’s winning the battle for the top spot. When you open your Auction Insights report and see a competitor with an 80% Position Above Rate, that means their ad is appearing above yours 80% of the time when you’re both showing up for the same searches. That’s a serious problem because most people click on the top ads, leaving you with the leftovers.
The good news is that once you know who’s beating you, you can do something about it. Start by looking at which competitors have the highest Position Above Rate. These are the businesses stealing your best leads. Now visit their website and see what they’re offering that you aren’t. Are they highlighting 24/7 emergency service? Do they mention same-day appointments? Are they offering free quotes or inspections? Your ad needs to be at least as attractive as theirs if you want to compete.
Next, look at your ad copy. The words you use in your ad have a huge impact on your position. Google rewards ads that people click on more often. If your ad says “Septic Tank Services” while your competitor’s ad says “Same-Day Septic Tank Pumping – $50 Off When You Call Today,” guess which one will get more clicks? Make your ad specific to what people are searching for. If someone searches for “septic tank backup emergency,” your ad should mention emergency service and quick response times. The more relevant your ad is to what people are searching for, the higher Google will place it.
Another powerful strategy is to improve your landing page experience. Don’t send septic service customers to your general homepage. Create a specific page that matches what they searched for and what your ad promised. If your ad talks about septic tank installation, your landing page should be all about installs, how the process works, and an easy way to schedule service. Google gives better positions to ads that deliver what they promise.
The wonderful thing about Position Above Rate is that you don’t always need to spend more money to improve it. Many septic service businesses think they need to increase their bids to get a better position, but that’s not always true. By making your ads more relevant with better copy, creating landing pages that match what customers are looking for, and focusing on improving your click-through rate, you can actually get a better position while spending the same amount or even less. Google cares about quality just as much as how much you’re willing to pay.
Remember, being outranked isn’t permanent. Position Above Rate reveals who’s beating you and how to fight back. Check your Auction Insights monthly to track changes—new competitors or your improving position. This ongoing process keeps your septic business at the top of search results.
This is part 3 of my 5-part series on mastering Auction Insights to beat your competition. Watch all videos for specific strategies to outperform other septic services and reach more customers. The complete series will help you dominate Google Ads in your area and maintain quality leads year-round.
