Google advises shifting focus from clicks to conversions.

[Addisone]

Google suggests transitioning my campaign to "Maximize Conversions" after merely one week of operation on "Maximize Clicks." Currently, the campaign statistics after one week are as follows:- Approximately 10 ad groups- A click-through rate (CTR) of around 7%- Approximately 10 qualified leads (including forms and calls) generated from 190 clicks, resulting in a conversion rate of approximately 5%. Notably, there have been three confirmed conversions, while the others remain pending due to the nature of the service, which typically requires about 2 months for complete conversion. This analysis pertains to a local service business concurrently running Local Services Ads (LSAs), yet, surprisingly, LSAs have yielded minimal leads despite our Google My Business profile appearing to be optimally configured.

I have observed a consistent decline in the average cost-per-click (CPC); for instance, yesterday's CPC was around $3 compared to $7 a week prior. However, it remains premature to ascertain the quality of these leads.

My primary concern with maintaining the "Maximize Clicks" strategy is the potential attraction of lower-quality leads. While I am inclined to switch to "Maximize Conversions," I hesitate because, given the limited data available, this action appears contrary to established best practices.

What is your perspective? Should I adhere to Google's recommendation or postpone the transition for longer?

The account encompasses additional campaigns, some of which have been inactive for up to a month due to suboptimal performance. Numerous strategies were tested prior to selecting this campaign as the principal source of leads.

 

[Yimeys]

All accounts generally receive similar recommendations, such as utilizing broad match keywords, employing a maximum conversions bidding model, and enhancing ad copy. However, these recommendations appear to be derived from a standardized template and do not adequately consider the business's specific characteristics or historical performance.

I cannot recall the last time I encountered a truly beneficial recommendation from Google. Therefore, I believe it is prudent to disregard these suggestions and pursue strategies that you deem most appropriate for your business.

 

[Pnavichi]

The suggestion to implement three conversions is premature; Google's recommendations prioritize their revenue rather than your performance. In the case of local service campaigns, it is advisable to secure a minimum of 15-20 conversions for the Max Conversions setting to gather sufficient data to exceed the effectiveness of Max Clicks. The decline in your cost per click (CPC) is a promising indication that Max Clicks is currently functioning as intended. I recommend maintaining this approach for at least 2-3 weeks or until you achieve 20 or more conversions, whichever occurs first.

 

[ElAnosm]

I would also choose to disregard them. I have observed the limitations associated with the maximum conversions bidding strategy, notably when the account lacks adequate conversion data. While I cannot generalize this for all cases, tightly themed campaigns and ad groups utilizing maximum clicks can still yield effective results. One might consider transitioning to the maximum conversions strategy after achieving a sufficient volume of conversions each month.