How To Use Google Ads Auction Insights Pt 5 – Ever feel like you’re pouring money into Google Ads, but your competitors still show up more often? It’s frustrating when you’re trying to keep your septic crews busy, but your ads aren’t getting seen. Meanwhile, your competitors’ phones are ringing with new service calls. The difference isn’t your service quality – it’s how they use their Google Ads data, specifically Google Ads Auction Insights. Without understanding this tool, you could be wasting advertising dollars while watching competitors take the best leads in your area.

This is part 5 of a 5 part series on using auction insights in google ads to crush competitors. In this video I am going to share exactly how to use Auction Insights to outrank your competitors and get your septic service ads in front of more potential customers. First, I’ll show you how to identify which competitors are consistently outranking you so you can develop targeted strategies to overtake them. Second, you’ll learn how to analyze outranking share data to determine where your ads are underperforming and what specific adjustments will have the biggest impact. Third, I’ll walk you through actionable tactics that go beyond just raising bids – strategies that will help you steal the top positions without necessarily spending more money.

Think of Google Ads like a real estate auction for top search spots. When someone searches for “septic tank installation,” a quick auction happens. Your competitors bid for the same spots, but Google considers more than just the highest bid. Auction Insights shows who’s outbidding you and how often – helping you spend smarter.

Let’s start by identifying which competitors are consistently outranking you. The Auction Insights report shows you a list of competitors who are appearing for the same searches as you. The most important metric to watch is the “Outranking share” – this shows how often your ad ranked higher than a competitor’s ad when both ads were shown together. Competitors with consistently low outranking share percentages are the ones stealing your potential customers. Make a list of your top three competitors with the lowest outranking share – these are your priority targets.

Now let’s analyze where exactly these competitors are beating you. Look at different time periods in your Auction Insights data and search for patterns – are they outranking you on weekends? During business hours? This tells you when to focus your efforts. Next, look at your performance across different devices. For septic services, mobile performance is crucial since many emergency calls come from homeowners using their phones. If your outranking share is particularly low on mobile devices compared to computers or tablets, that’s where you need to focus first.

Now for the most powerful part – strategies to steal those top positions. First, study competitors’ ads appearing above yours. Are they highlighting emergency service or free estimates that you’re not mentioning? Update your ads with unique selling points they don’t emphasize. Second, adjust device-specific bids. Losing on mobile? Increase mobile bids by 15-20%. Third, check location targeting. Being outranked in certain areas? Increase bids for those locations, especially in wealthier neighborhoods where septic jobs bring higher value.

Don’t just focus on bidding higher across the board – that’s a quick way to drain your budget. Instead, use scheduling to your advantage. If your analysis shows competitors outranking you during evening hours when homeowners are searching after work, set bid adjustments to increase during those specific time windows. This targeted approach gives you more bang for your buck. Another effective strategy is to create separate campaigns for your highest-converting service types. If emergency septic repairs have the best return, create a dedicated campaign with higher bids just for those keywords, allowing you to outrank competitors for these valuable searches without raising bids on everything.

Remember to check your Quality Score regularly. Google rewards relevant ads with better positions at lower costs. Improve landing pages by mentioning specific services, including clear contact info, and ensuring fast loading on mobile. A high Quality Score can cut your cost-per-click by up to 50%. Don’t neglect negative keywords – they keep your budget focused on searches that actually convert for septic businesses.

This is part 5 of my 5 part series on mastering Google Ads Auction Insights to crush your competition. Check out the other 4 videos where I cover powerful metrics with specific strategies to outperform competitors. Want to stop losing business? The complete series gives you all the tools to dominate Google Ads in your area and keep your trucks rolling with quality leads year-round.