#MyXAnniversary

Most local service businesses run Google Ads… but still struggle to get real leads. Why? Because running ads is easy. Running profitable ads is a different game. • High CPC but no quality leads • Campaign running but conversions not tracked properly • No clear strategy

Most Google Ads accounts don’t fail because of bad strategy. They fail because no one is paying attention. Clicks ≠ performance. If you don’t know: • who’s clicking • what they do after • what’s actually converting You’re not running ads. You’re just burning budget.

I paused a $4,000/mo Google Ads campaign. Client was furious. But 47% of his budget was going to DIY searches. People who would never buy. $18/click… to educate non-customers. Rebuilt everything. Same budget. Better strategy. 30 days later: 6 → 23 leads CPL ↓ 61%

Nobody talks about this in Google Ads. But "invisible waste" destroys budgets. Example: A plumber spent $3,000/month. Seemed fine. But: 🔴 68% mobile clicks → no calls 🔴 24/7 ads (2am–6am waste) 🔴 Broad match "emergency plumber" → DIY searches 🔴 No call tracking

Most local businesses think they need more traffic. They don’t. They need fewer wrong clicks. Last audit I did: → 38% budget wasted on “cheap”, “free”, “DIY” searches That’s not traffic. That’s charity.

If your Google Ads campaign feels expensive, check this: Are you paying for: • “how to fix” • “DIY” • “free estimate template” If yes, you’re not running ads. You’re sponsoring curiosity.