Looking to build a PPC strategy that will increase your leads up to 3 times in 2024? Check out this webinar as we unlock the secret to Redesign's time-tested Google Ads strategies that have skyrocketed their lead gen strategy. You’ll get the keys to success for lead gen mastery based on their launch process, keyword selection, ad copy and more. Chris Sosnowski of Redesign will show you bidding strategies, along with critical mistakes to avoid, so you can propel your paid strategies to success. You’ll learn: - An A-Z successful lead generation strategy based on proven case studies. - The major pitfalls in lead generation, and what you should do instead. - How to navigate Google's recommendations, and separate the good from the bad. Chris will also share examples of how Redesign has turned underperforming accounts into success stories, and how you can do the same with your business. You’ll hear firsthand accounts of how Redesign has supercharged the impact of home service contractors using their PPC blueprint, along with ways you can apply it to your 2024 strategy.

2. Triple Your Google
Ads Local Leads
2024’s Top PPC Tactics
Chris Sosnowski

3. Speaker
Chris Sosnowski
PPC Consultant
Redesign.co
linkedin.com/in/chris-sosnowski

4. ❏ What part of PPC are you struggling with the most right
now?
❏ How do you measure success in your local PPC campaigns?
❏ What brings you here today?
Polls

5. 1. Utilize your data
2. Effective campaign design
3. Craft compelling ads
4. Effectively launch and scale
5. Interpreting Google’s guidance
6. Unlock hidden value
7. Enhance ads with Local Service Ads and GBP
8. Q&A
Launch strategies
Maximizing value
Scaling strategies

6. 1
Utilize your data

7. Strong feedback loops are crucial

8. Strong feedback loops are crucial

9. Do you know what
happens to your
conversions?
Strong feedback loops are crucial

10. What part of PPC are you struggling
with the most right now?
Poll

11. 2
Eective campaign
design

12. Extremely simple structure that works
Set tCPA when you have
sufficient data

13. Start with what
works, then test
new ideas
Don’t reinvent the wheel
Use data to validate new strategies

14. What about keywords?
Select an
abundance of
relevant keywords
Non-brand
search CPCs
should land close
to “low” on tCPA
Select your
location targeting

15. Match type opinions
we agree with
“Ideal match types
change by industry…”
“Broad match struggles
in home services…”
“Great revenue data
makes broad work
better”
“I’ve seen broad match
perform at a 400+%
ROAS”
“Broad will bring in junk
terms” “Sometimes all you need
is phrase and exact with
negative keywords”
“You may need a ton of
negatives at first to make
broad work well”

16. 3
Craft compelling ads

17. Craft ads that drive local action
Plumbing Electrician
● Use numbers
● Use simple deals
● Look at ads next to yours
● Connect your GBP
● Speak to concerns of the user
● Mention your location
● Use keyword insertion
● Use location insertion
● Add your favorite photos only

18. Simple landing page tips
Quickly build trust Make converting easy
Smiling faces
Add social proof early
Build trust through photos,
reviews, stars, guarantees, and
lists of services.
Don’t look like a sketchy site.
Phone numbers, reserving links
and form fills.
Even lousy sites with a good
CTA can convert well.
Smiling faces - esp. from a
customer - signal that you can
be trusted to do a good job.
Keep it simple!
Add star ratings, review counts,
reviews, jobs completed, hours
trained, and certifications.
What would you want to see?

19. 4
Eectively launch and
scale

20. How do you measure success in your
local PPC campaigns?
Poll

21. Give the algorithm freedom, but minimize Google’s
time spent optimizing bad data

22. From this… To this…
Launching with smart bidding can be a wild ride

23. Real example
When to change strategy:
- If there are no conversions (or no leading indicators of a conversion)
- If the conversions are only low quality (and no way for Google to know)

24. Ensure conversions
are set up correctly
Phone numbers are
correct
Spell check ads and
extensions
Triple check location
targeting
Check all extensions and
click all links
QA your website from
multiple devices (F12)
Review negative
keywords
Search live ads (Preview
or isearchfrom.com)
Robust QA system
Launch (1x)
1 week after launch (1x)
bi-weekly
How often do we QA?
monthly
daily high-level
Keep change history
documents

25. You might think that launching the campaign ASAP and making
adjustments along the way will save time, but it will actually cost time.
Directly From Google
“ “
If you set the daily budget a little bit higher, the
campaign Is likely to find new users more quickly.

26. 5
Interpreting Google’s
Guidance

27. Will this recommendation help, or could it hurt? If it could hurt,
test and watch it closely.

28. Review recommendations often
-

29. What brings you here today?
Poll

30. 6
Unlock hidden value

31. Aribution and Conversion Paths

32. Understand your LTV
Track customers
using a CRM
Invest in your LTV in
PPC
New customers are
usually the most
expensive to acquire
Find ways to bring
repeat customers back
30d conv window
68% growth
22% growth

33. 7
Local Service Ads and
GBP

34. More channels increase the
number of touchpoints that
consumers have with your brand.
Know your search results well
Cross Channel Eorts = Beer Ads
Use many channels
Have a strong GBP
Connect GBP and Google Ads
Build brand awareness
Review your search results regularly
to know how your ads fare against
the others. Always look at desktop
and mobile.
Your Google Business profile will
often be the first thing a consumer
sees, or what they will see right
before converting.
Connect your GBP and Google Ads
under the Extensions tab to be
opted into additional ad
placements.
Brands that do branding efforts
often have stronger non-brand ads
performance.

35. go.redesign.co/search-engine-journal
Q&A