Are you pouring money into Google Ads for your septic service business, only to see disappointing results? Many owners face this frustration: flashy reports with high clicks and impressions, yet empty slots in their schedules. Competitors seem to be snatching the customers you should be serving. The key to turning this around lies in understanding the *one* Google Ads metric that truly matters.
This post will reveal why typical agency reports often obscure the truth, identify the crucial metric for your business, and provide a simple method to assess if your ads are profitable. If you’re tired of wasted ad spend, this information is vital.
Imagine ordering a meal based on beautiful menu pictures, only to receive a disappointing dish. This mirrors the experience with misleading Google Ads reports. Impressive statistics like high click-through rates and low cost-per-click are akin to those alluring menu photos, but they don’t guarantee actual customers or revenue. Like a restaurant with poor food, ads that don’t deliver real results are a waste of investment. Let’s look past the vanity metrics and focus on filling your appointment book.
The core problem with many Google Ads reports is their emphasis on vanity metrics. Impressions, the number of times your ad is seen, and clicks, the number of times your ad is clicked, are often highlighted. However, these metrics don’t translate directly into revenue. You can’t deposit impressions into your bank account. Clicks are equally meaningless if they don’t lead to contact. Many septic businesses waste money attracting clicks from individuals seeking DIY solutions or free advice, not actual services.
The only metric that truly matters is *conversions*. For septic service businesses, this means phone calls and form submissions that result in booked jobs. A conversion occurs when someone sees your ad, clicks on it, and takes action by contacting your business. These individuals have immediate septic needs and are ready to hire. The common mistake is neglecting proper conversion tracking. Without it, you’re navigating blindly.
To fix this, ensure your Google Ads account has conversion tracking correctly configured. This involves installing tracking code on your website to record phone calls and form submissions. Any competent Google Ads specialist should be able to do this quickly. Next, focus on your *cost per conversion* instead of your cost per click. If you spend $1,000 on ads and get 10 phone calls, your cost per conversion is $100. Evaluate if a new septic service customer is worth that cost. If not, your ads need optimization.
Furthermore, listen to the actual phone calls generated by your ads. Google Ads can record these calls, offering valuable insights into the quality of your leads. Are callers inquiring about your core services, or are they merely price shopping?
The final step is tracking which conversions translate into paying jobs. This requires more effort but yields the most accurate assessment of your return on investment. When a lead calls from your Google Ad, instruct your staff to inquire how they found you and record this information. Track which leads become paying jobs and the revenue generated. This is your return on ad spend. For instance, if you spend $1,000 on Google Ads, receive 10 calls, and 5 convert into jobs worth $500 each, you’ve spent $1,000 to earn $2,500. This 150% return on investment surpasses most traditional investments. However, if only one call leads to a job, you’re incurring losses.
By focusing on conversions and tracking them diligently, you can transform your Google Ads from a money pit into a powerful growth engine.
Want to learn more about optimizing your Google Ads for your septic service business? Numerous blog posts of mine are available to help you attract local customers and maintain a busy schedule. These strategies are designed to help you achieve consistent and predictable growth. Thanks for watching, and stay tuned for more valuable insights.
