The Paid Search Podcast | Episode 460: Deep Dive – Looking At One of My Own Successful Campaigns

Release Date: April 28, 2025
Host: Chris Schaefer, Certified Google Ads Specialist

Introduction

In Episode 460 of The Paid Search Podcast, Chris Schaefer embarks on an in-depth exploration of one of his own successful Google Ads campaigns. This episode not only delves into the structural and strategic elements that make the campaign thrive but also addresses real-world challenges posed by listeners. Throughout the episode, Chris emphasizes the importance of tailored strategies over one-size-fits-all solutions, especially in specialized industries.

Listener Questions

Timestamp [00:00] – [20:00]

Chris begins the episode by welcoming listeners and setting the stage for a comprehensive analysis of his Google Ads account. He stresses the value of listener questions in enriching the discussion and encourages submissions via email at paidsearchpodcastmail.com.

1. Jan's B2B SaaS Campaign Challenges

a. Should I Focus on Search, Performance Max, or Both?
Timestamp [05:30]

Jan, a listener with a $3,000 monthly budget managing a B2B SaaS account, seeks advice on optimizing for demo bookings. He wonders whether to focus on search campaigns, performance max, or a combination of both.

Chris's Insight:
Chris advises against using Performance Max for B2B SaaS campaigns. He explains:

“Performance Max is absolutely not recommended here because it doesn't differentiate and qualify the leads the way it needs to.”
[05:45]

For B2B, where lead quality surpasses quantity, Chris underscores the efficacy of search campaigns. These allow for precise targeting, ensuring that demo bookings come from genuinely interested and qualified prospects.

b. Utilizing Micro-Conversions with Maximize Conversions Strategy
Timestamp [08:15]

Jan also inquires whether he should employ a maximize conversions strategy using micro-conversions—such as page views or time on site—to aid Google's algorithm in learning, despite a low demo conversion rate.

Chris's Recommendation:
Chris strongly discourages this approach, labeling it as a "shortcut." He warns:

“Training maximize conversions using a non-converting action is extremely dangerous.”
[10:00]

Such strategies can trap the algorithm into optimizing for less meaningful interactions, making it challenging to transition back to true conversion goals later.

c. Manual Bidding vs. Max Clicks
Timestamp [12:30]

Finally, Jan asks whether he should stick with manual bidding or switch to max clicks, given his constraints.

Chris's Advice:
Chris favors manual bidding over automated smart bidding strategies like maximize conversions or target CPA, especially in the early to mid-stages of campaign development. He explains:

“Manual bidding or even max clicks is more controllable and agile for early to mid-stage campaigns.”
[15:00]

This approach allows for finer adjustments and better management of bids, ensuring alignment with campaign objectives without over-relying on automated systems that may not suit the specialized nature of B2B SaaS.

2. Hamza's Dental Services Account Sabotage

Issue:
Hamza shares a troubling experience where a previous agency sabotaged his dental services client's campaigns by adding hundreds of negative keywords, drastically reducing conversions from 400 to fewer than 30.

Chris's Response:
Chris condemns such unethical behavior, emphasizing:

“If you do not own your own account and the company refuses access, it's absolutely bonkers.”
[18:00]

He reassures Hamza and listeners that once the negative keywords are removed, campaigns should recover swiftly, especially if manual bidding is employed. For those using smart bidding, Chris recommends raising the target CPA to allow the algorithm to adjust and stabilize post-sabotage.

“There is no permanent damage as long as the negative keywords are removed.”
[19:30]

Chris also highlights the importance of owning your Google Ads accounts to prevent such scenarios and maintain full control over your campaigns.

Deep Dive into a Successful Campaign

Timestamp [20:00] – [58:00]

Transitioning from listener questions, Chris dives into a detailed analysis of one of his own successful Google Ads campaigns. This segment is designed to provide practical insights into structuring and managing effective campaigns.

1. Campaign Structure

Timestamp [22:00]

Chris outlines the structure of his campaign, highlighting the importance of prioritizing services based on their significance to the client. He manages a $4,000 monthly budget across three distinct campaigns:

• Primary Services: Occupational Therapy and Speech Therapy.
• Secondary Services: Early Intervention for children and Traumatic Brain Injuries.
• Specific Location Campaign: Targeting a newly opened facility with specialized focus.

“I grouped campaigns based on priority importance rather than geographic or service-type divisions.”
[24:15]

Each campaign contains three to six ad groups, each housing 10 to 27 meticulously selected keywords. Notably, each ad group is assigned a single responsive search ad with all 15 headlines unpinned, allowing Google’s algorithm to optimize ad combinations effectively.

2. Bidding Strategies

Timestamp [35:00]

Chris remains committed to manual bidding, even in this successful campaign, primarily due to the account not generating a high volume of conversions regularly. He explains:

“Manual bidding is much easier to manage and more efficient than keyword-level bidding.”
[37:45]

Bids are set at the ad group level rather than individually for each keyword. This method simplifies management and enhances efficiency, especially when handling multiple keywords within an ad group. Chris criticizes keyword-level bidding for its inefficiency and the excessive attention it demands.

3. Keyword Strategy

Timestamp [40:00]

A cornerstone of Chris’s strategy is the exclusion of broad match keywords. He employs a combination of phrase match and exact match keywords, predominantly utilizing long-tail phrases with three or more words.

“Broad match means you have no control, which is detrimental in specialized industries.”
[43:20]

Additionally, the campaign is fortified with 525 negative keywords, primarily one-word broad matches like "review," "jobs," and "training," to filter out irrelevant traffic and maintain high conversion quality.

4. Negative Keywords Management

Timestamp [45:30]

Chris emphasizes the critical role of negative keywords in preventing budget wastage on non-converting or irrelevant searches. His extensive list ensures that the campaign remains tightly focused on high-intent searches relevant to the client’s specialized services.

5. Location Targeting

Timestamp [50:00]

The campaign employs county-specific and city-specific location targeting without utilizing zip codes or radius targeting. This precision allows for strategic bid adjustments at the city level within counties, enabling more effective budget allocation and higher visibility in key areas.

“By targeting specific cities within counties, I can bid up on high-priority areas without inflating costs across entire counties.”
[53:15]

Conclusion and Next Steps

Timestamp [58:00] – End

Chris wraps up the episode by reiterating the importance of structured, strategic campaign management tailored to the client’s specific needs and industry nuances. He invites listeners to engage further by submitting questions and considering his consulting services for personalized guidance.

“There are no shortcuts in Google Ads. You either do it right, or it won’t work.”
[59:45]

Listeners are encouraged to send in their queries to paid search podcastmail.com and to explore Optio.com PSP, a recommended Google Ads management tool offering a 28-day free trial.

Key Takeaways:

• Prioritize Campaign Structure: Organize campaigns based on service importance and strategic focus rather than solely on geographic or generic service divisions.

• Manual Bidding Over Smart Bidding: In specialized or early-stage campaigns, manual bidding offers better control and agility compared to automated smart bidding strategies.

• Precise Keyword Management: Utilize long-tail phrase and exact match keywords while rigorously applying negative keywords to maintain high-quality traffic and conversions.

• Strategic Location Targeting: Employ county and city-specific targeting to optimize bids and budget allocation effectively.

• Ethical Account Management: Ensure ownership and control of Google Ads accounts to prevent unethical practices by third-party agencies.

For a more detailed analysis and personalized advice, consider reaching out to Chris Schaefer through his website or joining the conversation next week as he continues to unpack the metrics and finer aspects of his successful campaign.