Are you running a septic service business but can’t seem to get ahead of your local competitors? You’re spending money on Google Ads, but the phone isn’t ringing as often as it should. Meanwhile, your competitors’ trucks are constantly on the road. Every day that passes without enough jobs means your crews sit idle and your bank account takes a hit. The most frustrating part? You know those customers are out there searching for septic services – they’re just clicking on someone else’s ads instead of yours.
This is part 1 of a 5 part series on using auction insights in google ads to crush competitors. In this video I am going to share how auction insights can transform your Google Ads strategy and put your septic service business ahead of the competition. First, I’ll show you exactly where to find these hidden insights that reveal how your ads stack up against competitors in your service area. Second, I’ll explain what impression share really means and why it’s costing you money when yours is too low. Third, I’ll give you three simple fixes that will immediately improve your impression share and get your ads in front of more potential customers who need septic services today.
Think of Google Ads like a busy highway with thousands of cars passing by every day. You’ve set up a billboard on this highway to advertise your septic services. But here’s the thing – you’re not the only one with a billboard. Your competitors have their own billboards too, sometimes right next to yours. And just like in the real world, some billboards are bigger, some have better locations, and some catch more eyes than others. Auction insights is like having a special pair of glasses that lets you see exactly how your billboard compares to everyone else’s – how often it’s being seen, who’s blocking your view, and who’s getting more attention than you. Without these glasses, you’re just guessing about how you stack up against the competition.
Let’s talk about impression share – the most important metric in auction insights. Think of impression share as the percentage of time your septic service ad actually shows up when someone searches for services you offer. If your impression share is 50%, it means your ad only shows up half the time when potential customers are looking for septic services in your area. That’s like your phone only working every other time someone tries to call you with a job! The other 50% of the time, your competitors’ ads are showing instead, and they’re getting those valuable calls and jobs.
There are three main reasons why your impression share might be low. First, your bid might be too low. Google Ads works like an auction – if your competitors are willing to pay more per click, their ads will show up more often than yours. If you’re only willing to pay $19 per click, but your competitor is paying $22, guess whose ad is going to show up more often? The good news is you can fix this by increasing your bids on your most important keywords – the ones that bring in actual septic service jobs, not just tire-kickers.
The second reason for low impression share is a limited budget. If you run out of budget halfway through the day, your ads stop showing completely. That means if someone searches for “septic tank installation” at 4 p.m., they won’t see your ad at all. An easy fix is to either increase your daily budget or focus your existing budget on the most profitable times and locations. For example, if you notice most of your good leads come from certain neighborhoods or during specific hours, you can adjust your ads to show more during those peak times.
The third reason is poor quality score. Google doesn’t just care about who pays the most – they also want to show ads that are relevant and helpful. If your ads and landing pages don’t match what people are searching for, Google will show them less often. To fix this, make sure your ads specifically mention septic services and the specific problems you solve. Your landing page should match what your ad promises and make it super easy for customers to contact you. Better quality scores not only improve your impression share, they can also lower how much you pay per click!
Auction insights gives you the intelligence you need to adjust your strategy and start winning back those valuable impressions – and the customers that come with them.
This is part 1 of my 5 part series on mastering Auction Insights to crush your competition. Be sure to check out the other 4 videos in this series where I’ll dive deeper into the other powerful metrics. Each video gives you specific strategies to get your ads in front of more potential customers. Want to stop losing business to competitors? The complete series will give you all the tools you need to dominate Google Ads in your local service area and keep your trucks rolling with high-quality leads all year long.
