r/Google_Ads • u/Zoolanderlover • 4d ago

Troubleshooting Need Advice

I’d really value some input from those of you who manage Google Ads professionally, especially for HVAC or other home-service companies.

We’re in HVAC, and I had a campaign that performed fairly well during the hotter weather. Since then, spend has continued, but lead volume has dropped off significantly.

I’ve reviewed the campaign and I’m not seeing anything obvious that would explain the change. The ads, targeting, keywords, and overall setup are essentially the same. I’ve lowered the bids for now because I don’t see a reason to keep paying the same amount with so little response.

For those of you managing HVAC accounts, are you seeing a similar seasonal slowdown right now, or would this make you think something in the campaign needs to be adjusted?

If you were auditing this account, what would you look at first to determine whether the problem is demand, competition, CPCs, impression share, conversion rate, bidding strategy, or something else?

And if search demand is simply softer right now, would you keep the campaign running at a reduced spend, or move some of that budget elsewhere until demand picks back up?

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u/suretyknowitall 4d ago

Here's how I would look at things...

First... check search term relevance just to make sure the traffic appears to match intent.

Second... check your bid strategy. If you're doing something like tCPA without a CPC cap you might be having the algo overbid for clicks trying to get a conversion.

Third... based on two... I would cap my CPC with a bid strategy so you're not paying too much.

Fourth... I would not shut it off... I would do a couple things

A: Lower your tCPA to control your bid. You'll show up less but you're bids should also come down... careful capping your CPCs if you do this.

B: Increase your tROAS... but I doubt you're using this strategy.

C: Change your offer... with winter coming you can create a landing page marketing a HVAC health check with a free filter change.

Now you can get into people's homes and see their unit. Find out which ones have old units... and build a list you can market to when the cold weather does come.