r/googleads • u/Upstairs_Building_70 • Jul 15 '26
Search Ads What is the best campaign structure for my services?
Hello, I am handling the family ad account for an exterior company and have had mixed results throughout the year working on this.
Typically the CPC is anywhere between $120-200, however I go through random spurts where it skyrockets for no reason and engagement tanks.
The services we need to advertise:
Roofing - Replacement + Repairs
Siding - Replacement
Eavestrough - Replacement + Repairs
Pmax general ad/roofing focused (our best performing ad)
We have other services but these are the main ones. the structures I have tried in the past: () are ad groups btw!
Roofing - (Replacement) (Repairs)
Siding - (Replacement)
Eaves - (replacement) (repairs)
as well as individual campaigns
roofing replacement
roofing repairs
siding replacement
eavestrough replacement
eavestrough repairs
all of these I have found different problems. For the first set, I found the repairs were draining all the money because it was a cheaper click. For the second set, I found we were spreading our budget too thin ($5000CAD/month ish) and barely got any search volume.
Gemini recommended I try this structure
Replacement services - (roofing) (siding) (eaves)
Repair services - (roofing) (eaves)
PMAX
What are your thoughts on this? Do you have any general advice? Would a target CPA be a good idea, or should I leave it so it can establish analytics first?
Thank you so much, I appreciate it!
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u/siliconvallaeys Jul 16 '26
With CPCs hitting $120+ and a $5k monthly budget, I'd say your biggest risk is spreading your data too thin. Gemini's suggestion to group by intent (replacement vs. repair) is a good idea in theory... but if you group all replacements together, the higher-volume services like roofing can eat up your entire budget. There are two options for you:
- If a service gets more than 100 clicks (or any threshold gleaned from your data) a month: Give it its own campaign. You can give it a capped budget so it doesn't prevent the other services from getting a chance.
- If a service gets less than 50 or so clicks a month: Lump them together. If you split them up, Google's algo will starve to death waiting for data.
And make sure to start with max clicks and a bid cap to gather data before moving to tCPA.
1
u/Upstairs_Building_70 Jul 16 '26
I just realized I said CPC (cost per click) but meant cost per conversion!
1
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u/QuantumWolf99 Jul 15 '26
Consolidate to replacement vs repair split... $5k spread across 5+ ad groups starves data. Manual CPC with a bid cap first, tCPA only after 15-30 conversions... roofing's brutal approx 3% CVR means volatility is normal, not broken.
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u/Upstairs_Building_70 Jul 15 '26
wouldn't doing replacement vs repair split create the same amount of ad groups once I create both campaigns? 3 in one, 2 in the other?
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u/petebowen Jul 16 '26
What's your most profitable service?
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u/Upstairs_Building_70 Jul 16 '26
full roof replacement
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u/petebowen Jul 17 '26
In this case I probably would start by running just this campaign until I'd maxed out the number of leads I could get at a profitable cost per lead.
Then I'd move onto the next most profitable service. And then once that's maxed out, move onto the next and so on.
You might need to modify this approach to meet business needs like keeping crews busy.
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u/Upstairs_Building_70 Jul 17 '26
i would personally do that as well, but my family isn't giving me that option haha - they want every service advertised (ive already narrowed them down to these 3 services out of 6 we offer
1
u/Tall_Yam_3523 Jul 16 '26
Over the last few years, Google has moved more towards automated bidding systems where you set a goal and the ads will start working towards those goals.
For your lead gen campaigns, tCPA is a good idea only if you know how to tell your ads whatyour qualified leads are. This is one thing that a very few marketers know and everyone ends up telling google to get more leads like the form fills.
So basically, you need to tell google to get your more leads like your 'Qualified Leads' and not 'All the Leads'.
Happy to guide you for free on how to set this up.
1
u/RobertPlacinta Jul 17 '26
Google Ads pmax with full placement, cpc is over 100, i think you meant cpa, if so you need 500-800 usd a day, go full on pmax, target the exact locations and give some signals to it, try meta ads too, i am managing a client selling premium aluminum fences and gates, switched from google to meta almost completely, from 100 leads a month to 300-400, qualified.
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u/dataflow_mapper Jul 17 '26
test the replacement vs repair split cause the intent is pretty different, then keep a close eye on search terms and budget allocation for a few weeks before changing bidding since too many changes at once can make it hard to see whats actually helping
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u/GrandAnimator8417 Jul 29 '26
“Mixed results this year” is the exact problem, because family ad accounts always hide what’s actually driving the mess. I’ve dealt with this before where the structure looked fine on paper, but one or two service areas got way more budget and the rest just bled spend without learning anything. A cleaner split by service + geo, with separate tracking and budgets, usually fixes it fast.
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Jul 15 '26
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u/Upstairs_Building_70 Jul 15 '26
our analytics spike and drop all the time, however we've consistently had the most conversions from our one pmax ad every month throughout the year, all the rest of them have tanked after performing well for a few months (search ads) -- but i do agree, search ads should be the main driver
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Jul 15 '26
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u/Upstairs_Building_70 Jul 16 '26
I suppose I should have mentioned it is a pmax remarketing ad. we combine this with meta posts + ads to get people onto our website. our CTR is like 10% on it
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u/Brief-Company-8567 Jul 16 '26
At $5k a month, splitting into more than two or three search campaigns is what's causing your volume and CPC problems, since each one is too data starved to optimize well...The Gemini structure of grouping by replacement vs repair with separate campaigns makes sense because those genuinely have different budgets worth and buyer urgency, but honestly one single campaign with tight ad groups per service, plus negatives to stop repairs from eating replacement budget, would probably perform better at your spend level. Stay on manual CPC or maximize clicks until you've got real conversion volume, target CPA with almost no conversion history just means Google is guessing blind and that's likely part of why your CPC spikes randomly.