Which fits you
- Small budget and one service
- Time each week to learn
- Comfortable with data and testing
- Can accept slower early results
- Larger budget at risk
- Several services or locations
- No time for weekly upkeep
- Results stalled after months
The weekly work it takes
- Read search terms and add negative keywords.
- Check that calls and forms still record as conversions.
- Test new ad text against the current ads.
- Review cost per lead by campaign and adjust budgets.
Expect two to four hours a week for a small account, more while you learn. Google's free Skillshop courses cover the basics.
Where DIY usually goes wrong
Accepting every recommendation without checking it. Leaving broad match on without good tracking. Sending ads to the homepage. Judging success by clicks. Each one quietly raises the cost of every lead.
A middle path
Some owners hire help for setup and tracking, then run the account themselves. Others run it themselves and pay for a review every few months. Either way, keep the account in your name.
Good example. A cleaning company owner runs a small search campaign, learns the basics and hires help once spend passes a few thousand a month.
Bad example. An owner launches with every Google recommendation applied, no tracking and broad match. A month later the budget is gone with no calls.
Our PPC management can take over the account or set it up for you to run.