mitch | Google Ads for Lead Gen + SaaS
@PayPerMitch
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Watch me create and share high-converting Google Ads campaigns. Currently building . DM me or book a call to get started.
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Joined May 2021
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Steal the Google Ads account build template that I use to plan and execute 5-6 figure-per-month campaigns.
You can use this for:
👉 Previewing RSAs
👉 Account structure planning
👉 Ad extensions
LIKE this tweet and I'll DM it to (need to be following so I can send it) ⚡🕺
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How do you know if Google Ads is right for your brand?
Before starting any campaign I assess the likely ROAS with this calculator.
With a few assumptions, you can forecast the ROI of a campaign.
Comment "ads" below and I'll DM you the calculator.
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Google Ads is way harder to scale than Facebook Ads.
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Does anyone else look at the URL parameters after clicking an ad to try and work out their ad account structure?
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Google Ads keyword targeting is no longer trying to match words with what people are searching for.
These days you're matching 'meanings' with what people are searching for.
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New Google Ads media buyers will never get to experience single keyword ad groups with BMM.
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Spending 6-7 figures a month on Google Ads across multiple accounts can be daunting...
Here is the exact dashboard I use to manage my client's accounts to ensure I have visibility at all times.
Reply 'send' and I'll DM it to you with a 2-minute explainer video.
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Bad Google Ads account:
• One search campaign for all product categories
• One ad group with all keywords
• Broad KWs with no negatives
Good Google Ads account:
• Sort campaigns into products with target ROAS
• Keywords put into themed ad groups
• Phrase + exact & neg KWs
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Nothing is more satisfying than pasting a full build into Google Ads Editor and not getting a single error.
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The most frequent question I get is "what bidding strategy should I use?"
As always - it depends.
Here is a dead simple approach to follow if you're confused.
(this doesn't include the 1,000s of edge cases and caveats)
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@LinusEkenstam
Surely this is similar tech to what they have been using on marking multiple choice tests for over a decade except now if fits on your iPhone
Must be a massive time saver!
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Netflix is like a fridge full of food and there's nothing to eat.
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Google mentioned 'AI' 64 times in their Google Marketing Live event.
They're going 'all-in' on artificial intelligence - it's going to be a core part of their products.
Here are the 5 biggest leaps they're taking in the next 12 months as they integrate AI into their ad tech.
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When auto bidding first came out I was against it.
Now, I see no use cases for manual bidding.
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Google's biggest conference for announcements is in 14 days.
Here are my 3 biggest predictions of how Google Ads will get shaken up.
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No one:
Google: "Have you thought about increasing your budget by 700% for an additional 3 conversions"
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The wrong Google Ads settings will literally cost businesses $100,000+.
Here's your cheat sheet for setting up a search campaign with the perfect settings.
Save this one for later 💾
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@StroteBook
@AmandaMGoetz
Same in Australia, you could have major surgery and be in hospital and the cost would be $0
Healthcare costs are baked into our taxes
I find it wild these kinds of costs for doing anything in a hospital
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I've consolidated the 29 most valuable threads that are going to take my side hustle to 5 figures per month.
Bookmark these resources to keep in your back pocket for 2022.
// MEGA THREAD //
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There are two types of Google Ads managers in this world:
• Exact match manual CPC
• Broad match tCPA
There’s no in between.
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Only the top 1% of media buyers truly understand how the Google Ads search ads auction works.
I'm going to make you a better media buyer in a couple minutes.
// THREAD //
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I've joined the dad club.
👶
Meet Max 🤘
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No hacks in media buying.
Just show ads to relevant people with a good offer.
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You can get into a media buyer's head by appending your own UTMs to their ad URLs to leave messages.
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“ROAS doesn’t matter”
“Conversion rate doesn’t matter”
“Avg CPC doesn’t matter”
What are y’all even measuring, the vibes of the account??
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I'm not my ROAS.
Unless it's above 5...
Then I am 100% my ROAS.
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The year is 2025 and you’ve just received an email that Google will be upgrading your search campaigns to Performance Max.
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Want to know the biggest mistake I see every month in high spend lead gen Google Ads accounts?
My open letter to all those running lead gen accounts out there...
// THREAD //
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My perfect Google Ads column config (bookmark this for later!)
Bidding + CPA targets
Clicks
Impr
CTR
Conv
Conv (by time)
Conv Val (by time)
ROAS
CR
Add to cart
Start checkout
Enter payment info
Complete checkout
Micro conversions (usually 1-4 depending)
Impr share (and lost IS)
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There's only 1 way to combat $10+ cost per clicks
10%+ conversion rates
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Here's the exact process I used to take a brand new ecom Google Ads account with 0 data to $24,030 in revenue and a 431% ROAS in a few months (and a lot of hard work).
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🚨 Google Ads has made its first step to discontinuing match types 🚨
There are going to be MAJOR changes coming up in the way that Google Ads delivers your ads.
Here's how:
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I'm dropping the template I use most often later today.
It makes planning and executing on accounts a breeze.
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Anyone can run an ad account...
Once you've been on the tools for a few years you're about as good as you're going to get.
The real skill gap is what you do outside of the account
- landing pages
- offers
- creative
- sales process
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I'm 24 and DON'T have 6 passive income streams making me multiple 5 figures per month.
Guess I took the wrong path a few too many times??????
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Your biggest levers in PPC aren't typically in an ad account - they're in:
• Landing pages.
• Offer/messaging.
• Social proof.
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I never used an ampersand before in my life until I had to write paid search ad copy.
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Adding a simple dynamic headline of:
'Need {{service}} in {{location}}?'
to your landing page will get you 15%+ conversion rates for local service businesses.
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Can't wait to wake up tomorrow to learn that Google Ads won't have keywords anymore.
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Here's exactly how your conversion data should flow if you are running a Google Ads lead gen account.
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Google Ads tip:
If you're running ads on YouTube - you should actively work on excluding all kids' channel placements (if your product isn't intended for them).
Your targeting is delivering to their parent's accounts who are not tuning into this content/ads.
👇
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@KateBour
A YouTube ad with someone in front of a white board trying to explain what a funnel is
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Google Ads feature request:
Themes and color pallets.
I've stared at the same dashboard for thousands of hours - we need some variety.
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Every single media buyer should have a 'Test & Learn Journal'.
It doesn't need to be complicated.
Create a Google Sheet with 5 columns
• Experiment date
• Description
• Hypothesis
• Results
• Link to sheet with data/evidence of results
Maintain it for years.
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I’ve done it.
I’ve started a newsletter.
100% focused on all things paid ads.
It’s going to be a blueprint of how professional Google Ads managers take their campaign’s daily spends from:
• $0-$100
• $100-$500
• $500-$1000
• $1000 and beyond.
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We're now at a point where there are 0 excuses that you shouldn't have this set up for every single lead gen account.
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@CureIncome
Should focus on 1 aspect of marketing.
There are too many fields in marketing to get good at a lot of them.
Focus on 1 part - SEP, PPC, email etc
And then go as hard as you can at learning that specifically
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Sometimes you see stuff in ad accounts that shouldn't work and goes against everything you've been taught.
But it works and so we thank the ad gods and leave it.
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I’ve just set up a campaign experiment.
tCPA = control
Manual CPC = test
It’s just me vs the algorithm.
It has the advantage as it’s being fed about 1,000 conversions a month.
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All these courses telling you can start an online agency with $0 and scale to $10k with no experience
Lies
Put in the hard work for a few years getting results then maybe
It's like telling someone you can change the transmission in their car when you've never popped a bonnet
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No other ad network in the world will bring you traffic with higher intent than Google search.
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How do ads work?
Text book answer = “right message, right person, right time”
Reality = user kinda sorta sees your ad for a few seconds, clicks through and after a few impressions, opts into lead magnet, doesn’t interact for 3 weeks, sees ad comes back and enquires.
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Google Ads is on the path to be on AUTO-PILOT.
Ad managers will need to get smart at:
• Landing pages
• Offer creation
• Copywriting + design
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Still seeing amazing performance from standard shopping campaigns.
Because I can stear the ship, I'm able to actually control what ads are triggering for and where I want them to.
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@CureIncome
I think design is also a major skills to have in 2021
No one trusts amazing copy if it looks like a website from 1999
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I’m a massive believer that there is as much to do outside of an ad account as there is inside of an ad account to increase conversions.
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Landing page testing is the most impactful non-account activity you can do for Google Ads and Facebook Ads.
A few ideas to test:
· Offer testing
· Messaging/angle
· Pricing
· Layout/design
· Call to action/next step
· Headline copy in your header
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Ever look at a search term and wonder 'how the frick does that even relate to my phrase match keyword' ?
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90% of Google Ads success comes from matching the user's query with a strong offer.
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@paraschopra
Noise canceling headphones that fit great and can wear them all day.
Noticeable quality of life improvements instantly when able to get into the zone everyday
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Wish I was doing AdWords in 2004.
Can you imagine running campaigns with generic keywords that have $0.04 CPCs? 🤤
The ROAS on those campaigns must have been 🔥
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When I built my first Google Ads campaign in 2017 I turned to
@sejournal
I’m glad that many years later I’m able to contribute a few nuggets of wisdom that I’ve used in my own PPC campaigns!
Scale your location landing pages and maximize your output without sinking too much resources into it. Here's how to do it, step by step. via
@PayPerMitch
:
#PPC
#PaidSearch
#SEM
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The biggest trap in Google Ads is pausing keywords you THINK aren’t converting.
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There is never a point where you know every single little thing in PPC.
And, if you think you do know everything - Google will change it in a few hours.
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I’m certain I sign less clients than I could because I’m realistic with projections and forecasts.
I could totally just increase the conversion rate or lower the expected CPCs to sign a massive book of clients.
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You're collecting leads but not tracking revenue?
What's the point of that?
With a pretty basic setup, you can go from burning money with tyre-kicking leads to forcing Google to optimize for revenue.
Here's how:
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Tools.
Us marketers love a good SaaS tool to speed up and improve our workflow.
Here are 5 invaluable tools I use daily as a high spend media buyer.
// THREAD //
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@TheJackForge
Yeah all the budget was spent on the sick laptop bag and zip up hoodies to match the shirts
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I’ve been testing for ~18 months.
Start adding broad match keywords with target CPA bidding when you’re consistently getting 100+ conversions a month.
I’ve done it with 1300+ conversions a month and volume picked up and CPA remained stable.
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No one thinks you're smart because your Facebook Ads naming convention is TOP_M_30-25_USA+CA_FB+IG_A1.
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Scheduling email sends in Gmail is the biggest life hack I've taken advantage of over the past few months.
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The only test there should be in a PPC job interview should be 'turn this 42 character headline so it fits within the character limit'
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This is unreal.
When looking at ROAS for exact vs phrase match
“72.52% of accounts performed better with EXACT, and the median percentage difference is 113.47%”
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PPC agencies use a lot of smoke and mirrors...
Like dude, you changed a keyword match type - don't need to explain how the universe works.
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We sink thousands of $$$ every month to acquire new customers and most of us don't leverage the data we collect.
Here are 5 tactics to 'feed the best' so your first-party data works harder for you and your client's Google Ads accounts.
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Campaign experiments are the best way to see if an alternative bidding strategy will actually be helpful without tanking performance.
Here I'm transitioning to tROAS but wasn't 100% sure if performance would carry over from an already performing campaign.
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*sets tCPA to $70*
Google proceeds to bid $80 on a click that is wildly irrelevant
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I've made my Twitter banner festive.
You're welcome.
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Google Ads is going to continue to move towards the intent or meaning behind searches.
Gone are the days of matching keywords with queries!
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What has been the most expensive lesson you've learned in Google Ads?
I'll go first - as a jr. (<1 yr exp) I configured a display campaign w/ the wrong settings + set the wrong ads live. Spent $1.3k before realizing. I very quickly learned to get 2 sets of 👀 on everything!
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I've spent $1,250,000+ over the past 5 years on brand campaigns across all of the Google Ads accounts I've managed.
Here's the ONLY time you should ever run brand campaigns.
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Attribution is something that was made up by the industry
There still is no 100% correct way to measure every interaction
Conversion measurement has only ever been a 'guiding light' rather than a direct parody of what actually happened
You can get kinda close but never exact
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Do:
• Adjust campaign CPA targets based on the data you're seeing in the account
• Measure funnel flow with custom columns to see where users drop off
• Use Google Analytics to measure performance alongside the Google Ads conversion tag
Don't:
• Auto apply recommendations
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Are these search ads + image extensions? 🤨
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Does this mean I'm in the cool club now?
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Use UTM parameters for your FB campaigns and then create an audience on GA where the URL contains ‘fbclid’.
Use the similar audience from this.
Depending how much volume you’re getting you can layer this with FB users who converted for stronger intent.
honestly if your FB ads are printing...
just copy this setup in your Google Ads account
1. Search branded campaign
2. Remarketing
> Display
> Discovery or YouTube (depends on your creatives)
3. Discovery Outbound
> mimic best performing audiences in FB or Google Analytics
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I'm still of the mindset that standard shopping is the right way to go if you're tight on budget.
How can you get results when your low budget is rationed across:
• Search
• Display
• Video
• Discovery
• Gmail
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Half way through month 2 of working on this lead gen account
It's absurd how much of an impact you can make in an account by just getting the fundamentals right
-Accurate lead tracking
-Uploading revenue from leads via offline conversions
-Hyper-specific landing pages + ad copy
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Why aren’t you tracking offline conversions?
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How do people manage 10+ accounts without a third-party data connector?
There is no more efficient way to have a bird's-eye view of all my client's performance across multiple channels in a single view.
Without it you would never be able to track day-to-day accurately.
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That comedown feeling when your domain auto-renews from a year ago for a ‘big idea’ you had.
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I’m after a talented website designer
Hit up my DMs or @ your recommendations plz
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