TIL a simple Google Ads trick that saved a client $300 a month

A client in Tampa was spending way too much on broad match keywords and getting junk clicks. I switched their campaign to phrase match only and added negative keywords like 'free' and 'tutorial'. Their cost per lead dropped from $45 to $22 in two weeks. Has anyone else found phrase match works better than broad for local service businesses?

3 comments

3 Comments

charles_mitchell18h ago

Honestly, my agency in Jacksonville saw the same thing last quarter. We moved three plumbing clients off broad match completely. Their click through rate went up but the actual calls dropped by half. Phrase match just gets you people who are typing exactly what you fix. Tbh broad match is a money pit for local work unless you have a huge budget to burn through.

lilya7617h ago

Our Milwaukee office cut broad match spend by 70% for contractors last year. The calls we lost were mostly tire kickers and price shoppers anyway. You end up paying less for people who are actually ready to hire.

robin59119h ago

I mean, broad match has actually been working better for me lately. Maybe it's just my niche but phrase match was cutting out too many decent searches.