I recently started managing Google Ads campaigns for an employment lawyer on the east coast. My new campaigns started off with manual bids, they were getting conversions from good search terms, and her account has lots of conversion history. All those factors made our new campaigns great candidates for a max conversion bidding experiment.
Bidding style and bidding aggression are two of the easiest and most important things to experiment with in Google Ads. If your experiment goes well you improve your campaign. And if it doesn’t go well, you can just end the experiment and your original campaign remains unaffected.
We only ran the experiment for a week before we decided to apply it. It was jumping off the screen at us as a no-brainer to apply, so we went ahead and did it.
You can see in the image below how strong the performance improvement was. 50% or better conversion volume on all three campaigns, and the cost per conversion numbers were way down. Interestingly, the click volume went way down on two of the campaigns. Some people might view that as bad, but not me. I don’t care about click volume. I only care about lead volume and lead quality. Lead volume, leads quality, and the cost per lead, that’s what it’s all about.
And the max conversion bidding did great with lead volume (up) and cost per lead (down).
What about lead quality?
Lead quality was also strong. I checked the search terms in the experiments compared to the original campaigns and they were basically the same kinds of searches. Very strong search term quality.
And these aren’t weak conversions either. They’re not short phone calls or lead form submissions coming from questionable traffic. These are strong conversions that we’re tracking and they’re coming from high-quality search terms.
All of the above factors led me to make a decision and just end the experiments now and apply the experiments to replace our old campaigns.
And so far it was the correct decision. Today the client contacted me telling me how busy the day has been with eight strong leads.
We’ve got a great three-campaign structure running, and I look forward to continue making it better.
