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Advanced refinement for real campaign management
Google Ads Metrics, Settings & Examples Playbook
A detailed HTML presentation showing exactly what to check inside Google Ads, which metrics decide success, and how to apply it to phone accessories, holiday apartment bookings, and phone repair leads, calls and local store campaigns.
Built for operators who need to know not only what a good metric is, but where to find it, how to read it, and what to change next.
Master principleSettings create signals. Signals create optimisation.Bad tracking, weak goals and messy product structure make even good ads look average.
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The missing operational layer
What this refined guide adds
- Actual Google Ads locations: where to check columns, conversions, assets, search terms, insights, product groups, call metrics and store actions.
- Three business examples: phone accessories ecommerce, holiday home apartment bookings, and phone repair services.
- Campaign-by-campaign settings: Search, Shopping, Performance Max, Demand Gen, Display, YouTube, call-led and local-led campaigns.
- Benchmarks with context: starter bands, strong bands, red flags and the action to take when numbers are weak.
- Creative guidance: examples for headlines, descriptions, image/video angles, product feed content and landing page structure.
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Know where the money lives
Google Ads interface map
Campaigns
Campaign table, ad groups, ads, assets, keywords, audiences, product groups and asset groups.
Goals
Conversion actions, conversion goals, diagnostics, uploads, call tracking and web conversion setup.
Tools
Keyword Planner, shared budgets, negative keyword lists, audience manager, data manager, bulk actions and scripts.
Insights & reports
Insights, search terms, Report Editor, auction insights, asset reports, landing pages and custom dashboards.
Admin
Access, linked accounts, billing, account settings, auto-tagging and manager account controls.
Merchant Center
Product diagnostics, feed quality, promotions, shipping, pricing, product titles and free listings readiness.
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Do this before auditing any campaign
Universal metric checking setup
| Where to go | What to add/check | Why it matters |
|---|
| Google Ads → Campaigns → Columns → Modify columns | Cost, Impr., Clicks, CTR, Avg. CPC, Conversions, Cost/conv., Conv. value, Conv. value/cost, Conv. rate, Search impr. share, Lost IS budget, Lost IS rank | This becomes the primary profitability table. |
| Google Ads → Goals → Conversions → Summary | Primary vs secondary actions, conversion source, status, value, count, attribution model, include in conversions | This decides what Smart Bidding actually optimises toward. |
| Google Ads → Insights & reports → Search terms | Matched queries, wasted spend, converting search terms, irrelevant intent, new keyword ideas | This shows customer language and wasted traffic. |
| Google Ads → Insights & reports → Report Editor | Custom reports by campaign, device, location, hour, product, asset, conversion action | This turns raw metrics into decision dashboards. |
| Merchant Center → Products → Needs attention / Diagnostics | Disapproved products, limited products, price mismatches, image issues, missing identifiers | This controls Shopping and PMax ecommerce eligibility. |
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Benchmarks are guardrails, not the final truth
Default benchmark philosophy
Success = profitable economics + clean tracking + intent-matched creative + stable scale.
- For ecommerce, judge success by gross-margin-aware ROAS, contribution profit, product-level ROAS and new customer quality.
- For lead generation, judge success by qualified CPL, booked appointment rate, close rate and revenue per lead, not raw form fills only.
- For local repair campaigns, judge success by cost per booked job, call quality, directions clicks, store visits where eligible, and revenue per repair.
- For holiday apartments, judge success by booking enquiry quality, direct booking value, occupancy lift and cost per confirmed booking.
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Use these as first-pass standards
Starter benchmark bands by objective
| Objective | Healthy starter range | Strong range | Red flag |
|---|
| Search sales / lead capture | CTR 4–7%, CVR 3–8%, profitable CPA/ROAS | CTR 8%+, CVR 8–15% for high-intent service keywords | High CTR but low CVR means poor landing page or wrong offer. |
| Shopping / ecommerce | CTR 0.8–2.5%, ROAS 3x–6x depending margin | ROAS 6x+, strong product price competitiveness | Clicks without add-to-cart means feed, pricing or PDP issue. |
| Performance Max sales | Conv. value/cost 3x–6x after learning | 6x+ with stable product mix and clean conversion value | ROAS looks good but revenue comes from brand-only or low-margin products. |
| Phone repair lead/call | CPL $15–$60 depending suburb and repair value | Booked-job CPA below gross profit per repair | Many calls but short call duration or no bookings. |
| Holiday apartment bookings | Lead/enquiry CPL $20–$150, booking CPA based on nightly value | Direct booking ROAS 5x–12x+ in high season | Traffic campaigns with no booking/enquiry tracking. |
| Awareness / video | CPM, reach, view rate, engaged view conversions | Low CPM with rising brand/search/direct demand | Cheap reach to irrelevant audiences. |
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Never judge with one metric only
The metric stack
1. VisibilityImpressions, Search impression share, Lost IS budget/rank
2. AttentionCTR, video view rate, engagement rate, asset performance
3. Traffic qualityCPC, engaged sessions, bounce signals, landing page experience
4. ConversionConv. rate, cost/conv., calls, forms, bookings, purchases
5. MoneyROAS, revenue, AOV, gross profit, qualified lead value
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Where to check the conversion engine
Tracking settings checklist
| Setting | Where to check | Correct setup |
|---|
| Website purchases / enquiries | Goals → Conversions → Summary → + Create conversion action → Website | Purchase, booking request, lead form submit, click-to-call and high-intent actions tracked separately. |
| Enhanced conversions | Goals → Conversions → Summary → conversion action settings | Turn on when possible to improve attribution accuracy using hashed first-party data. |
| Phone calls | Goals → Conversions → Summary → + New conversion action → Phone calls | Use call duration threshold. For repair campaigns, start around 45–90 seconds then adjust using call quality. |
| Offline lead quality | Goals → Conversions → Uploads / Data Manager / CRM import | Import qualified lead, booked appointment, completed job and revenue where possible. |
| GA4 link | Tools/Admin → Linked accounts → Google Analytics | Import meaningful GA4 conversions only when they are commercially valuable. |
| Auto-tagging | Admin → Account settings | Turn auto-tagging on so GA4 and Google Ads attribution can connect through GCLID. |
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Make reporting readable
Conversion action naming standard
| Business type | Primary conversion actions | Secondary conversion actions |
|---|
| Phone accessories | Purchase, begin checkout if needed, add-to-cart as diagnostic only | View item, product page visit, newsletter signup, store locator click |
| Holiday apartment | Booking confirmed, booking enquiry submitted, call from website, WhatsApp/email enquiry if relevant | Gallery view, booking engine start, directions, amenities page visit |
| Phone repair | Repair booking completed, qualified phone call, lead form submit, store visit if eligible | Repair page visit, directions click, call button click under duration threshold |
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Actual metric views inside the campaign table
Column presets you should create
| Preset view | Google Ads location | Columns to include |
|---|
| Profit view | Campaigns → Columns → Modify columns → save as “Profit View” | Cost, conv. value, conv. value/cost, conversions, cost/conv., conv. rate, value/conv., value/click |
| Traffic quality view | Campaigns → Columns → Modify columns | Impr., clicks, CTR, avg. CPC, interaction rate, search impr. share, lost IS rank, lost IS budget |
| Lead quality view | Campaigns → Segment → Conversion action | Conversions by action, cost per action, qualified lead imports, booked-job conversions |
| Device view | Campaigns → Segment → Device | Mobile vs desktop CPA/ROAS, call performance and booking rate |
| Geo view | Campaigns → Locations or Report Editor → User location | Suburb/city spend, CPA, ROAS, calls and directions clicks |
| Time view | Ad schedule or Report Editor → Hour of day / Day of week | High-converting hours, wasted late-night clicks, weekend booking patterns |
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Cases, power banks, wireless chargers, car holders
Example 1: phone accessories business
The goal is not to sell every SKU equally. The goal is to push products that have margin, demand, inventory and repeatable conversion signals.
Main objective
Sales, online purchases, store locator visits and product-led remarketing.
Best campaign mix
Shopping/PMax for ecommerce scale, Search for high-intent category queries, Demand Gen for visual product discovery.
Core success metric
Conv. value/cost, gross-margin-adjusted ROAS, product-level revenue, add-to-cart rate and checkout completion rate.
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Recommended campaign architecture
Accessories account structure
| Campaign | Purpose | Example structure | Main success metric |
|---|
| Brand Search | Capture people searching the brand/store name | Brand + store + product terms | Low CPC, high ROAS, 85%+ impression share |
| Non-brand Search | Capture urgent product searchers | phone cases near me, iPhone 16 case, MagSafe car holder | Conv. rate, cost/conv., search terms quality |
| Shopping Standard | Control by product group and custom label | Cases, power banks, wireless chargers, car holders | Product-level ROAS and wasted SKU spend |
| Performance Max ecommerce | Scale across Google inventory | Asset groups by category + listing groups by custom label | Conv. value/cost, product mix, asset strength |
| Demand Gen with product feed | Create visual demand | Lifestyle bundles, travel accessories, gift ideas | Assisted conversions, engaged traffic, view-through signal |
| Remarketing | Recover cart/product viewers | Cart abandoners, viewed product, repeat buyers | ROAS and cost per checkout completion |
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What to put in Google Ads
Accessories campaign settings
| Setting | Recommended setup | Where to check/change |
|---|
| Goal | Sales with Purchase as primary conversion | Campaign creation → Objective → Sales / Goals → Conversions |
| Bidding | Start Maximise conversion value. Move to Target ROAS once stable volume exists. | Campaign → Settings → Bidding |
| Budget | Enough to generate learning. Do not split tiny budgets across too many campaigns. | Campaign → Settings → Budget |
| Locations | Target shipping/service regions only. For local store campaigns, use radius around stores. | Campaign → Settings → Locations |
| Final URL expansion | For PMax, use cautiously. Exclude low-value pages like careers, policies, blog if not converting. | PMax → Settings → Final URL expansion |
| Product feed | Optimised titles, images, GTINs, availability, sale price, custom labels | Merchant Center → Products |
| Audience signals | Cart visitors, purchasers, product viewers, similar purchase intent, custom search terms | PMax → Asset group → Audience signals |
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Merchant Center checklist
Accessories product feed settings
| Feed element | Best practice | Example |
|---|
| Title | Brand + product type + device/model + feature + colour | MVR MagSafe Clear Case for iPhone 16 Pro Max Shockproof Transparent |
| Image | Clean product image on white plus strong lifestyle where eligible | Case fitted on phone, power bank in travel bag, car holder on dashboard |
| Price / sale price | Keep matched with landing page exactly | Sale price must match product page and checkout |
| GTIN / identifier | Use valid GTIN where available | Avoid “identifier exists: no” unless true |
| Product type | Use deep internal taxonomy | Accessories > Phone Cases > iPhone 16 |
| Custom labels | Use margin, season, bestseller, clearance, price tier | custom_label_0 = High Margin, custom_label_1 = Bestseller |
| Shipping / returns | Accurate shipping and return settings | Free shipping threshold, click and collect if available |
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How to control profit inside Shopping/PMax
Accessories custom label framework
| Custom label | Values to use | How to use it |
|---|
| custom_label_0: Margin | High Margin, Medium Margin, Low Margin | Push high-margin accessories harder, restrict low-margin products. |
| custom_label_1: Product role | Hero, Bestseller, Add-on, Clearance | Separate scale products from basket-building products. |
| custom_label_2: Season | Christmas, EOFY, Back to School, Travel | Activate seasonal campaigns quickly. |
| custom_label_3: Price tier | Under $30, $30-$60, $60-$100, $100+ | Understand AOV and price sensitivity. |
| custom_label_4: Inventory | Healthy Stock, Low Stock, End of Life | Avoid wasting budget on low stock or EOL unless clearing intentionally. |
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Actual reporting locations
Accessories: where to check key metrics
| Metric | Where to check | What good looks like |
|---|
| ROAS / conv. value/cost | Campaigns → Columns → Conv. value/cost | Above break-even ROAS after margin. For accessories, often target 4x–8x depending margin. |
| Product-level performance | Shopping campaign → Products/Product groups or PMax → Listing groups / Insights | Budget concentrated on profitable SKUs, not random low-margin products. |
| Search terms | Insights & reports → Search terms, Search campaigns → Search terms | Queries match product intent, device model and buying language. |
| Asset performance | Campaign → Ads/assets → Assets, PMax → Asset group asset report | Replace low-performing images/headlines with clearer product-benefit assets. |
| Cart behaviour | GA4 / ecommerce report plus Google Ads imported conversions | Clicks turn into product views, add-to-cart and checkout starts. |
| Merchant issues | Merchant Center → Products → Needs attention | Low disapproval rate and no price mismatch problems. |
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Campaign build
Accessories Search example: phone cases
| Element | Example |
|---|
| Campaign | Search - Non Brand - Phone Cases - NSW |
| Ad groups | iPhone 16 Case, Samsung S24 Case, MagSafe Case, Clear Case, Rugged Case |
| Keywords | [iphone 16 case], “iphone 16 pro max case”, “magsafe phone case”, [phone case near me] |
| Negatives | free, wallpaper, template, wholesale if not applicable, DIY, review-only terms |
| Ad headline examples | Shop iPhone 16 Cases | MagSafe & Shockproof Cases | Same Day Dispatch | Visit Your Local Store |
| Landing page | Category page filtered by device/model with bestsellers, reviews, delivery and store pickup options |
| Success check | CTR 6%+, conv. rate 3%+, search terms clean, ROAS above margin target |
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Do not throw everything into one bucket
Accessories PMax example: product category asset groups
| Asset group | Listing group | Creative angle | Metric focus |
|---|
| Phone Cases | Product type = cases; custom_label Hero/Bestseller | Protection, fit, style, new iPhone compatibility | ROAS, AOV, product mix |
| Power Banks | Product type = power banks; margin High/Medium | Battery anxiety, travel, emergency backup | ROAS, view-to-purchase rate |
| Wireless Chargers | Product type = wireless chargers / MagSafe | Desk setup, bedside charging, premium convenience | AOV, bundle conversion |
| Car Holders | Product type = car holders / mounts | Safe driving, navigation, secure grip | Conv. rate, device/location performance |
| Clearance | custom_label Clearance | Limited stock, save more, while stocks last | ROAS plus inventory reduction |
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What to show in ads
Accessories creative guideline
| Category | Winning visual | Hook examples | Offer examples |
|---|
| Phone cases | Case on the exact device model, close-up of camera cut-out, drop protection demonstration | New phone? Protect it today. / Slim case, serious protection. | Buy 2 accessories, save more. / Free shipping threshold. |
| Power banks | Phone charging in bag, travel/outdoor use, battery percentage visual | Never run out at the wrong time. / Pocket power for long days. | Travel bundle price / power bank + cable bundle. |
| Wireless charger | Desk/nightstand setup, cable-free charging, premium lifestyle | Drop. Charge. Go. / Clean charging for every day. | Bundle with adapter / limited colour offer. |
| Car holder | Mounted phone in car, navigation screen, secure grip close-up | Drive safer with hands-free navigation. | Car kit bundle with cable/adapter. |
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What to do every week
Accessories weekly optimisation routine
| Task | Where | Decision |
|---|
| Find wasted search terms | Insights & reports → Search terms | Add negatives and convert strong terms into exact/phrase keywords. |
| Check product waste | Shopping/PMax → Products/Listings/Product groups | Exclude or lower focus on products spending without sales. |
| Check stock and disapprovals | Merchant Center → Products → Needs attention | Fix feed, price, image or availability issues before scaling. |
| Check assets | Ads & assets / PMax asset report | Replace weak images, add product-specific headlines. |
| Check ROAS by category | Report Editor → Product type/custom label | Move budget toward profitable categories. |
| Check AOV | Conv. value / conversions | Add bundles if AOV is too low. |
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Direct bookings, enquiries and premium accommodation demand
Example 2: holiday home apartment
A holiday apartment campaign must sell the destination first, then the stay. Google Ads success is judged by qualified enquiry value and booking value, not cheap clicks.
Main objective
Direct bookings, booking enquiries, phone/email leads and remarketing to high-intent visitors.
Best campaign mix
Search for intent, PMax for booking value, Demand Gen/YouTube for destination desire, remarketing for return visits.
Core success metric
Cost per confirmed booking, enquiry-to-booking rate, booking value/cost, occupancy lift and high-season vs low-season efficiency.
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Track meaningful intent, not just traffic
Holiday apartment conversion setup
| Conversion action | Type | Primary or secondary | Where to set |
|---|
| Booking confirmed | Website purchase/booking value | Primary | Goals → Conversions → Website |
| Booking enquiry submitted | Lead | Primary if direct booking engine is not available | Goals → Conversions → Website |
| Phone call from ad | Phone calls | Primary if phone bookings are common | Goals → Conversions → Phone calls |
| Click to email / WhatsApp | Website event | Secondary unless quality is verified | GTM/GA4 → import to Google Ads |
| Booking engine started | Website event | Secondary diagnostic | GA4 event / Google tag |
| Gallery view / amenities view | Engagement event | Secondary only | GA4 event |
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What to put in Google Ads
Holiday apartment campaign settings
| Setting | Recommended setup | Where |
|---|
| Objective | Leads or Sales depending whether booking value is tracked | New campaign → Objective |
| Bidding | Maximise conversions first; use Target CPA after lead volume; use Maximise conversion value / tROAS when booking values are reliable | Campaign → Settings → Bidding |
| Locations | Target feeder markets, not only the property location. For Hamilton Island, think Sydney, Brisbane, Melbourne and affluent travel markets if relevant. | Campaign → Settings → Locations |
| Ad schedule | Start broad, then optimise by enquiry and booking hours | Campaign → Ad schedule |
| Landing page | Dedicated direct-booking page with gallery, view, amenities, availability, trust proof and clear booking CTA | Final URL |
| Audience signals | Past site visitors, similar travel intent, custom segments based on destination search terms | PMax/Demand Gen audience signals |
| Exclusions | Exclude irrelevant URL paths from PMax final URL expansion | PMax → Settings → URL expansion exclusions |
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Campaign architecture
Holiday apartment Search structure
| Campaign | Ad groups | Example keywords |
|---|
| Brand Search | Property name, brand name, domain name | [shorelines 10], [shorelines hamilton island], [shorelines.au] |
| Destination intent | Hamilton Island accommodation, Whitsundays apartment | “hamilton island accommodation”, “whitsundays holiday apartment”, [hamilton island apartment] |
| View/luxury intent | Ocean view, sunset, private apartment, family accommodation | “hamilton island ocean view apartment”, “luxury hamilton island accommodation” |
| Family/group intent | 2 bedroom, family, group, self contained | “family accommodation hamilton island”, “self contained apartment hamilton island” |
| Competitor/OTA alternative | Direct booking, private apartment alternatives | “hamilton island private accommodation”, “book hamilton island apartment direct” |
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Protect the budget from wrong intent
Holiday apartment negatives
| Negative category | Examples | Why |
|---|
| Employment | jobs, careers, salary, hiring | Removes non-travel traffic. |
| Cheap mismatch if premium property | cheap, backpacker, hostel, free, budget if not aligned | Keeps premium positioning clean. |
| Unrelated transport only | airport jobs, ferry timetable only, flights only | Avoids informational travel traffic unless used for content funnel. |
| Long-term rental | lease, rent long term, permanent rental | Holiday stay intent is different from rental intent. |
| Research-only | map only, weather only, history, wikipedia | Can be excluded if not converting. |
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Actual reporting locations
Holiday apartment: where to check key metrics
| Metric | Where to check | Success interpretation |
|---|
| Cost per enquiry | Campaigns → Columns → Cost/conv. | Compare against enquiry-to-booking rate and average booking value. |
| Booking value / ROAS | Campaigns → Columns → Conv. value/cost | Only meaningful if confirmed booking value is tracked. |
| Search terms | Insights & reports → Search terms | Look for destination + accommodation + booking intent, not generic tourism curiosity only. |
| Location performance | Campaigns → Locations / Report Editor | Shift budget to feeder markets producing qualified enquiries. |
| Device performance | Campaigns → Segment → Device | Mobile may research; desktop may book. Judge by conversion action and value. |
| Landing page | Insights & reports → Landing pages / GA4 | Check booking start, gallery engagement and enquiry conversion. |
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Search ad copy
Holiday apartment ad examples
| Use case | Headlines | Descriptions |
|---|
| Luxury ocean-view apartment | Hamilton Island Ocean Views | Private Holiday Apartment | Wake Up To The Whitsundays | Stay in a private split-level island apartment with panoramic views, full amenities and effortless access to Hamilton Island life. |
| Family/group stay | Spacious Hamilton Island Stay | Family Friendly Apartment | Private Balcony & Views | Designed for relaxed island living with room to unwind, cook, explore and enjoy sunset views from your private base. |
| Direct booking push | Book Hamilton Island Direct | Check Availability Today | Premium Private Stay | Avoid generic hotel searches. Explore a private apartment experience with gallery, amenities and booking enquiry in one place. |
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Make people feel the stay before asking them to book
Holiday apartment creative guideline
| Asset type | What to show | What to avoid |
|---|
| Hero image | Balcony view, ocean, sunset, living space, clean bedroom, marina proximity | Dark interior shots, clutter, generic stock beach photos not tied to property. |
| Short video | Arrival, view reveal, balcony coffee, kitchen/living, sunset, evening ambience | People-heavy party footage or content that makes the property look less premium. |
| Demand Gen carousel | View, balcony, bedroom, pool/marina nearby, booking CTA | Too many similar room photos without emotional sequence. |
| Landing page above fold | One emotional headline, view image, trust proof, direct booking CTA | Too many paragraphs before availability/CTA. |
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How to call it successful
Holiday apartment benchmark guide
| Metric | Starter standard | Strong standard | Fix if weak |
|---|
| Search CTR | 5–10% for destination intent | 10%+ on tight ad groups | Rewrite ad to match location, view and booking intent. |
| Enquiry conversion rate | 2–6% depending landing page and season | 6–12%+ for strong direct-booking pages | Improve availability CTA, gallery, pricing clarity and trust proof. |
| Cost per enquiry | $20–$150 depending season and market | Below profitable enquiry target based on close rate | Tighten keywords, remove info queries, improve landing page. |
| Booking ROAS | 3x–8x starter when booking value tracked | 8x–12x+ for strong peak-season campaigns | Track value accurately, split peak/off-season campaigns. |
| Remarketing CPA | Lower than prospecting CPA | Consistent assisted bookings | Use stronger gallery/availability creative. |
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Leads, calls and local store demand
Example 3: phone repairs
Repair campaigns are urgent-intent campaigns. The strongest accounts win by matching the problem, device, suburb, price signal and booking friction in one clean path.
Main objective
Calls, online repair bookings, lead forms, directions and store visits where eligible.
Best campaign mix
Search for urgent repair keywords, call assets, location assets, PMax/local inventory support, remarketing for unbooked visitors.
Core success metric
Cost per booked repair, qualified call rate, repair booking conversion rate, gross profit per job and store-level demand lift.
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Do not optimise for low-quality taps only
Repair conversion setup
| Action | Recommended setup | Where |
|---|
| Repair booking confirmed | Primary conversion with value by repair type where possible | Goals → Conversions → Website |
| Qualified call from ad | Primary conversion after duration threshold | Goals → Conversions → Phone calls |
| Call from website | Primary if duration/quality can be tracked | Goals → Conversions → Phone calls / website call tracking |
| Lead form submit | Primary if form asks device + repair type + store | Goals → Conversions → Website |
| Directions click | Secondary unless linked to store visit/job data | Location assets / local action reporting |
| Store visit | Primary/secondary depending eligibility and confidence | Goals → Store visits if available |
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What to put in Google Ads
Repair Search campaign settings
| Setting | Recommended setup | Where |
|---|
| Objective | Leads or Local store visits and promotions depending available conversion actions | New campaign → Objective |
| Bidding | Maximise conversions with call/booking actions; use Target CPA after stable lead volume | Campaign → Settings → Bidding |
| Locations | Radius around each store or suburb clusters. Use presence targeting, not interest-only travel traffic. | Campaign → Settings → Locations → Location options |
| Ad schedule | Run during store hours for call-led campaigns; extend if online booking is strong | Campaign → Ad schedule |
| Assets | Call asset, location asset, sitelinks by repair type, callouts, structured snippets | Campaign → Assets |
| Landing page | Repair type page with price-from, device selector, store selector and booking CTA | Final URL |
| Keywords | Phrase/exact for repair type + model + near me/suburb | Keywords tab |
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Campaign/ad group examples
Repair keyword architecture
| Campaign | Ad groups | Keyword examples |
|---|
| Screen Repair | iPhone Screen Repair, Samsung Screen Repair, iPad Screen Repair | [iphone screen repair], “phone screen repair near me”, “samsung screen repair” |
| Battery Replacement | iPhone Battery, Samsung Battery, Phone Battery | [iphone battery replacement], “phone battery replacement near me” |
| Back Glass Repair | iPhone Back Glass, Samsung Back Cover | “iphone back glass repair”, [back glass replacement near me] |
| Charging Port Repair | Charging Port, Not Charging, USB-C Port | “phone not charging repair”, “charging port repair near me” |
| Data Recovery / Backup | Data Recovery, Phone Backup, Broken Phone Data | “phone data recovery”, “recover photos from broken phone” |
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Actual reporting locations
Repair: where to check key metrics
| Metric | Where to check | How to read it |
|---|
| Calls from ads | Campaigns → Segment → Click type / Ads & assets → Call assets | High call volume is only good if call duration and booked-job rate are strong. |
| Phone call conversions | Goals → Conversions → Summary / Campaign columns | Check call conversion threshold and conversion action status. |
| Search terms | Insights & reports → Search terms | Add negatives for DIY, parts-only, jobs, free, tutorial, wholesale. |
| Store/location performance | Campaigns → Locations or Report Editor by location | Identify suburbs with high CPA or strong booked-job value. |
| Ad schedule | Ad schedule report | Stop call spend when stores cannot answer unless online booking converts. |
| Device performance | Segment → Device | Most urgent repair traffic is mobile. If mobile CVR is weak, booking flow is too hard. |
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How to call it successful
Repair call campaign benchmark guide
| Metric | Starter standard | Strong standard | Fix if weak |
|---|
| Search CTR | 6–12% for urgent repair terms | 12%+ when ad tightly matches repair type/suburb | Use device + repair + store/suburb in headline. |
| Call conversion rate | 10–25% of qualified clicks depending setup | 25%+ for urgent mobile searches | Improve call assets, ad schedule, mobile landing page. |
| Call duration quality | 45–90 sec threshold starter | Booked calls often exceed threshold and are tagged in CRM/POS | Increase threshold if spam/short calls inflate conversions. |
| Cost per booked repair | Below gross profit per average repair | Stable and scalable by store | Import booked/completed job conversions. |
| Search term quality | Majority repair intent | Very little DIY/parts/job traffic | Add negatives and split ad groups. |
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High-intent Search copy
Repair ad examples
| Repair type | Headlines | Descriptions |
|---|
| Screen repair | Cracked Screen Repair Near You | iPhone & Samsung Screen Fix | Book Your Repair Today | Fast phone screen repairs with local store support. Check availability, choose your device and book online. |
| Battery replacement | Phone Battery Replacement | Fix Fast Draining Battery | Local Repair Experts | Battery not lasting? Book a battery replacement for selected phone models and get back to full-day power. |
| Charging port | Phone Not Charging? | Charging Port Repair | Book Local Phone Repair | If your cable is loose or your phone will not charge, book a charging port inspection and repair today. |
| Back glass | Back Glass Repair | Cracked Phone Back? | Local Repair Booking | Fix cracked back glass with trusted repair support. Select your model and book your nearest store. |
| Data recovery | Broken Phone Data Recovery | Recover Photos & Files | Speak To A Repair Team | Need important data from a broken phone? Contact your local repair team for recovery options. |
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What to show in local and visual ads
Repair creative guideline
| Service | Visual angle | Hook | CTA |
|---|
| Screen repair | Close-up cracked screen next to clean repaired phone | Cracked screen? Fix it before it gets worse. | Book screen repair |
| Battery | Low battery icon, phone dying while travelling/working | Battery draining too fast? | Book battery replacement |
| Charging port | Cable not staying connected, dust/port close-up | Phone not charging properly? | Book repair check |
| Back glass | Cracked back glass with premium phone look | Back cracked? Keep your phone looking sharp. | Get quote / book repair |
| Data recovery | Phone with important photos/files visual, secure recovery tone | Photos or files stuck on a broken phone? | Ask about data recovery |
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For local actions and store support
Repair local store settings
| Setting | Recommended setup | Where |
|---|
| Location assets | Link Google Business Profile / location group | Assets → Location asset |
| Call asset | Use store number or tracked number depending setup | Assets → Call asset |
| Store hours | Match Google Business Profile and ad schedule | GBP / Campaign → Ad schedule |
| Radius targeting | Use tight radius around stores and adjust by market density | Campaign → Locations |
| Landing page location | Store-specific page with repair categories, phone number and booking CTA | Final URL / sitelinks |
| Store visit reporting | Use if eligible and enough data is available | Goals / Campaign columns / store visit reports |
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For ecommerce and booking value campaigns
Sales objective: success settings
| Setting | Use this | Where to check |
|---|
| Primary goal | Purchase / confirmed booking only | Goals → Conversions → Summary |
| Bidding | Maximise conversion value, then Target ROAS when stable | Campaign → Settings → Bidding |
| Columns | Conv. value, conv. value/cost, value/click, cost, conversions | Campaigns → Columns |
| Segments | Device, location, conversion action, product type | Campaigns → Segment / Report Editor |
| Decision rule | Scale when ROAS is above target and conversion volume is stable | Campaign trend view |
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For repair enquiries and holiday home enquiries
Leads objective: success settings
| Setting | Use this | Where to check |
|---|
| Primary goal | Qualified lead action, not every soft click | Goals → Conversions |
| Lead form | Ask enough questions to filter poor leads: device/model/repair, dates/guests/budget | Lead form asset / landing page form |
| Bidding | Maximise conversions → Target CPA after stable volume | Campaign → Settings → Bidding |
| Offline import | Qualified lead, booked appointment, completed job, confirmed booking | Goals → Uploads / Data Manager |
| Decision rule | Campaign is successful when qualified CPL is below allowable lead cost | CRM + Google Ads report |
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Use carefully
Website traffic objective: when to use it
| Use case | Correct metric | Do not call successful just because |
|---|
| New holiday apartment website needing initial data | Engaged sessions, enquiry assists, remarketing list growth | CPC is low |
| Accessory content or product discovery | Product views, add-to-cart assists, remarketing audience quality | Impressions are high |
| Repair education pages | Repair page engagement, later bookings, call clicks | Users spend time on site only |
| Testing landing pages | Conversion rate by landing page | Clicks increased without conversion lift |
42 / 83
For repair stores and accessory retail stores
Local store visits objective: success settings
| Setting | Use this | Where |
|---|
| Assets | Location assets, call assets, sitelinks to store pages | Campaign → Assets |
| Locations | Radius around stores, suburb clusters, exclude unreachable areas | Campaign → Settings → Locations |
| Metrics | Directions clicks, calls, store visits where available, local actions, booked jobs | Columns / location reports / asset reports |
| Ad schedule | Store trading hours for calls; extended for online booking/store locator | Campaign → Ad schedule |
| Decision rule | Store action CPA must lead to in-store revenue or repair bookings | Google Ads + POS/store feedback |
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Where to check and what to put
Performance Max settings checklist
| PMax area | Where | Best practice |
|---|
| Conversion goals | Campaign → Settings → Goals | Use only commercially meaningful goals. Remove weak secondary goals from optimisation. |
| Asset groups | Campaign → Asset groups | Separate by product/service/category intent, not random image sets. |
| Listing groups | PMax → Listing groups | Include/exclude products by type, brand, custom label and margin. |
| Audience signals | Asset group → Audience signals | Add first-party visitors, purchasers, CRM lists, custom search intent. |
| Final URL expansion | Campaign → Settings | Allow only when site structure is clean. Exclude weak pages. |
| Insights | Campaign → Insights | Review search themes, audience segments, top asset combinations and category movement. |
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Where to check and what to put
Search campaign settings checklist
| Search area | Where | Best practice |
|---|
| Keywords | Campaign → Keywords | Use exact/phrase for high-intent terms. Broad only when conversion data is strong. |
| Search terms | Insights & reports → Search terms | Weekly negatives and new keyword expansion. |
| Ads | Campaign → Ads | Responsive Search Ads with 10–15 headlines and 4 descriptions. Pin only when necessary. |
| Assets | Campaign → Assets | Sitelinks, callouts, structured snippets, call, location, image assets. |
| Quality Score | Keywords → Columns → Quality Score, expected CTR, ad relevance, landing page experience | Fix ad-to-keyword-to-page alignment. |
| Auction insights | Insights & reports → Auction insights | Check competitor pressure and impression share loss. |
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Where to check and what to put
Shopping settings checklist
| Shopping area | Where | Best practice |
|---|
| Product groups | Shopping campaign → Product groups | Subdivide by product type, brand, item ID, custom labels. |
| Products | Shopping campaign → Products | Find products spending without conversion value. |
| Search terms | Insights & reports → Search terms | Add negatives in Standard Shopping where available. |
| Feed diagnostics | Merchant Center → Products → Needs attention | Fix disapprovals, image issues, price mismatch and missing identifiers. |
| Promotions | Merchant Center → Marketing / Promotions | Use sale price, shipping, bundle and promo messaging. |
| Custom labels | Merchant Center product feed | Structure by margin, season, bestseller and inventory. |
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Where to check and what to put
Demand Gen settings checklist
| Demand Gen area | Where | Best practice |
|---|
| Goal | Campaign settings → Goals | Use purchase, booking enquiry or high-quality lead actions. |
| Audience | Ad group → Audience segments | Use first-party, custom segments, in-market and remarketing groups. |
| Product feed | Campaign setup → Product feeds if ecommerce | Use product feed for accessories to turn creative into shopfront-style ads. |
| Creative | Ads → Image, video, carousel | Use lifestyle, product-in-use and offer-led assets. |
| Metrics | Campaign columns and Report Editor | Look at assisted conversion, engaged visits, view-through and incremental demand. |
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Where to check and what to put
YouTube settings checklist
| Video area | Where | Best practice |
|---|
| Campaign objective | New campaign → Awareness, consideration, leads/sales | Pick based on funnel role, not because video is cheap. |
| Bidding | CPV/CPM for awareness, conversions for action campaigns | Campaign → Settings → Bidding |
| Audience | Ad group → Audience | Use custom segments, remarketing, customer lists and destination intent. |
| Creative length | Ad creation | 6s bumper for recall, 15–30s for product/service proof, longer for storytelling. |
| Metrics | Video campaigns → Columns | View rate, CPV, earned actions, conversions, assisted conversions. |
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Where to check and what to put
Display settings checklist
| Display area | Where | Best practice |
|---|
| Audience | Ad group → Audience | Use remarketing and high-intent segments before broad audiences. |
| Placements | Content → Placements | Review placements and exclude junk/mobile app inventory if irrelevant. |
| Creative | Ads/assets | Use clear product/service visuals, offer, brand and CTA. |
| Frequency | Campaign settings / reach reports where available | Avoid fatigue from repeated impressions without conversion lift. |
| Metrics | Campaign columns | CTR, view-through conversions, assisted conversions, CPA/ROAS if conversion-led. |
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What strong creative does
Creative benchmark by channel
| Channel | Creative must do | Weak sign |
|---|
| Search | Mirror keyword intent, show proof, reduce risk, give next step | High impressions but low CTR. |
| Shopping | Make product instantly understandable through title, image, price and feed quality | Clicks but no add-to-cart. |
| PMax | Provide enough text, image and video assets for Google to match intent across inventory | Poor asset strength, generic combinations. |
| Demand Gen | Create desire visually before the search happens | Low engagement and no assisted conversions. |
| YouTube | Hook in first 3 seconds, problem/solution, proof, CTA | High skip rate and no lift in search/direct demand. |
| Display | Simple visual reminder with a sharp CTA | Cheap impressions, no conversion assist. |
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The page must match the ad promise
Landing page standard by example
| Business | Above-fold must include | Conversion path |
|---|
| Accessories | Product/category, device compatibility, price, shipping/pickup, reviews, add-to-cart | Product view → add to cart → checkout |
| Holiday apartment | Hero view image, property name, location, key benefit, availability/enquiry CTA | Gallery → availability → enquiry/booking |
| Repairs | Repair type, device selector, price-from or quote CTA, store selector, call/book buttons | Repair page → choose device/store → book/call |
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Build this in Report Editor
Success dashboard template
| Dashboard section | Metrics | Breakdowns |
|---|
| Executive score | Cost, conversions, cost/conv., conv. value, ROAS, revenue estimate | Campaign type, objective |
| Intent quality | CTR, search terms, keyword match, Quality Score | Campaign, ad group, keyword |
| Product/service quality | Product type, repair type, booking type, margin label | Product group, custom label, landing page |
| Audience/geography | CPA/ROAS by location, device, day/time | State, suburb, radius, device |
| Creative quality | Asset performance, ad strength, engagement, video views | Asset group, ad, creative angle |
| Next action | Scale, hold, fix tracking, fix feed, fix page, pause waste | Campaign owner notes |
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Monthly result interpretation
Accessory example scoreboard
| Metric | Result | Verdict | Action |
|---|
| Spend | $4,000 | Enough data for category decisions | Review by product type/custom label. |
| ROAS | 5.2x | Healthy if gross margin supports it | Scale high-margin categories first. |
| Phone cases ROAS | 7.8x | Strong | Increase budget/listing priority and expand models. |
| Power banks ROAS | 3.1x | Borderline | Check price, PDP and bundle offer. |
| Wireless charger ROAS | 6.0x | Strong | Use bundle creative and Demand Gen feed ads. |
| Car holder CTR | 0.6% Shopping | Weak | Improve titles/images and separate into dedicated asset group. |
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Monthly result interpretation
Holiday apartment example scoreboard
| Metric | Result | Verdict | Action |
|---|
| Spend | $1,500 | Good test scale | Segment by feeder city and keyword intent. |
| Enquiries | 32 | Healthy if enquiry quality is good | Review enquiry-to-booking rate. |
| Cost per enquiry | $46.88 | Strong if booking rate is 10–20%+ | Import confirmed booking as offline conversion. |
| Confirmed bookings | 5 | Good signal | Calculate booking CPA and ROAS by stay value. |
| Booking value | $14,000 | Strong value signal | Move toward value-based bidding. |
| Search CTR | 8.4% | Healthy | Expand winning destination/luxury terms. |
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Monthly result interpretation
Repair example scoreboard
| Metric | Result | Verdict | Action |
|---|
| Spend | $2,200 | Enough for service-level read | Split by repair type and store. |
| Qualified calls | 96 | Good volume | Check duration and booking rate. |
| Repair bookings | 51 | Strong if jobs are profitable | Import completed repairs and values. |
| Cost per booking | $43.14 | Likely healthy for screen/back glass repairs | Scale locations with best job value. |
| Short calls | 38% | Concern | Raise call threshold, add better ad copy and store hours. |
| Search waste | DIY/tutorial terms present | Fix needed | Add negatives and tighten match types. |
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Simple operating system
Decision rules: scale, fix or stop
| Condition | Decision |
|---|
| ROAS above target, conversion volume stable, no tracking issue | Scale budget by 10–20% and monitor for 7 days. |
| CTR weak but search terms relevant | Rewrite ads and improve assets before changing bids. |
| CTR strong but CVR weak | Fix landing page, offer, price, page speed and conversion friction. |
| CVR strong but impression share low due to budget | Increase budget if CPA/ROAS is profitable. |
| High spend, no conversions, search terms irrelevant | Pause or restructure. Do not wait for magic learning. |
| Good leads but bad sales quality | Import qualified/closed conversions and optimise toward real outcomes. |
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What to check and when
30-day optimisation cadence
| Frequency | Tasks |
|---|
| Daily | Check spend spikes, disapprovals, conversion tracking status, broken pages, sudden CPA/ROAS changes. |
| Twice weekly | Search terms, negative keywords, budget pacing, call quality, product waste, asset performance. |
| Weekly | Report by device, location, hour, campaign type, product/service category and conversion action. |
| Fortnightly | Creative refresh, landing page improvements, feed title tests, new audience signals. |
| Monthly | Executive report, target ROAS/CPA update, product/service budget shift, scale plan and learning review. |
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Metric problem → likely cause → fix
Troubleshooting map
| Problem | Likely cause | Fix |
|---|
| Low impressions | Low budget, low bids, restricted targeting, disapproved products/assets | Check budget, bidding, policy, feed, search volume. |
| High CPC | Competitive auction, poor Quality Score, broad terms | Improve relevance, landing page, negatives, exact/phrase structure. |
| Low CTR | Weak ad match or unattractive offer | Rewrite headline around search intent and add proof/price/CTA. |
| High CTR but no conversions | Wrong landing page, price mismatch, poor offer, weak tracking | Audit page, offer and conversion actions. |
| Good leads but no sales | Optimising to low-quality leads | Use offline conversion imports and stronger form qualification. |
| PMax spending on wrong products | No custom labels or messy asset groups | Segment listing groups and exclude weak SKUs. |
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Before calling any Google Ads campaign successful
Final master checklist
- The conversion action is real, primary and commercially meaningful.
- The campaign has enough data to judge, not one lucky conversion.
- The benchmark is compared against margin, close rate and business economics.
- Search terms, products, locations, devices and hours are clean enough to scale.
- Creative is specific to the product/service and not generic filler.
- Landing page delivers exactly what the ad promised.
- Reporting separates purchases, leads, calls, bookings and secondary actions.
- Scale is based on profit, not vanity metrics.
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Make reports instantly understandable
Account naming convention
| Layer | Format | Example |
|---|
| Campaign | Country_Objective_Channel_Category_Location | AU_Sales_PMax_Accessories_National |
| Ad group / asset group | Intent or category + audience/product set | Phone Cases_Bestsellers_HighMargin |
| Conversion action | Business_Action_Quality level | Repair_Booking_Primary, Holiday_Enquiry_Primary |
| Audience | Source + intent + recency | GA4_CartAbandoners_30D, CRM_PastBuyers_365D |
| Custom label | Commercial use, not customer-facing copy | HighMargin, HeroSKU, LowStock, Xmas |
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Settings that silently affect performance
Google Ads permissions and links
| Area | Where to check | Best practice |
|---|
| Google Analytics link | Admin → Linked accounts → Google Analytics | Connect the right GA4 property and import only useful conversion actions. |
| Merchant Center link | Admin → Linked accounts → Merchant Center | Required for Shopping, PMax ecommerce and product feed Demand Gen. |
| Google Business Profile link | Assets → Location assets / Linked accounts | Required for accurate local store presence, directions and location assets. |
| Auto-tagging | Admin → Account settings | Keep enabled for Google click ID attribution. |
| Access level | Admin → Access and security | Keep owners, vendors and agencies controlled with proper roles. |
| Billing / budget health | Billing and account notifications | Avoid account pauses from payment issues during campaigns. |
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The option that changes Smart Bidding behaviour
Primary vs secondary conversion decision
| Action | Use as primary when | Use as secondary when |
|---|
| Purchase | Always primary for ecommerce sales campaigns | Never secondary unless testing separately. |
| Add to cart | Only for very new accounts with no purchase data and clear temporary plan | Best as secondary diagnostic for accessories. |
| Booking enquiry | Primary when enquiries are the main commercial action | Secondary when confirmed booking conversion is available. |
| Phone call | Primary when call quality is measurable and calls produce revenue | Secondary when too many short/unqualified calls. |
| Directions click | Primary only if proven to drive store revenue | Usually secondary for local repair/accessory stores. |
| Page view / gallery view | Almost never primary | Useful as engagement diagnostic only. |
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Settings to check before judging ROAS
Attribution and conversion counting
| Setting | Where | Recommendation |
|---|
| Count setting | Goals → Conversions → Conversion action → Count | Use Every for purchases; use One for leads unless repeat leads have value. |
| Conversion value | Conversion action settings | Use dynamic value for purchases/bookings; estimated value for qualified leads if no revenue import. |
| Attribution | Conversion action settings | Use data-driven attribution where available. |
| Include in conversions | Conversion action settings | Only primary actions that bidding should optimise toward. |
| Conversion window | Conversion action settings | Holiday bookings may need longer windows than urgent repairs. |
| View-through window | Conversion action settings | Useful for YouTube/Demand Gen, but separate it from click-based performance. |
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Where to research before building Search
Keyword Planner workflow
| Step | Where | What to collect |
|---|
| Discover terms | Tools → Planning → Keyword Planner → Discover new keywords | Repair type, device model, suburb, accommodation, accessory category terms. |
| Forecast budget | Keyword Planner → Forecast | Expected clicks, CPC and conversions before launch. |
| Group by intent | Export or group ideas | Separate urgent buying terms from research terms. |
| Build negatives | Keyword Planner + Search terms | Free, jobs, DIY, template, parts-only, long-term rental, unrelated tourism. |
| Validate landing pages | Keyword → final URL mapping | Every major ad group needs an intent-matched page. |
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One of the most underrated settings
Negative keyword list setup
| List | Examples | Where to apply |
|---|
| General waste | free, jobs, career, pdf, template, meaning, wholesale if not offered | Tools → Shared library → Negative keyword lists |
| Repair waste | DIY, tutorial, parts, kit, course, salary, job, motherboard schematic | Apply to repair Search campaigns |
| Holiday apartment waste | long term rent, lease, hostel, backpacker, job, weather only | Apply to holiday accommodation campaigns |
| Accessory waste | wallpaper, mockup, dimensions only, free case, case study if irrelevant | Apply to accessory Search/Shopping where supported |
| Competitor caution | Only exclude competitor names if strategy/legal/brand decision requires it | Review manually, do not blanket-remove blindly |
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The assets that lift CTR and conversion intent
Asset settings master list
| Asset | Best for | Where |
|---|
| Sitelinks | Repair categories, accessory categories, apartment gallery/availability | Campaign → Assets → Sitelink |
| Callouts | Fast repair, warranty, local stores, free shipping, direct booking | Campaign → Assets → Callout |
| Structured snippets | Services, brands, amenities, product types | Campaign → Assets → Structured snippet |
| Call asset | Repair calls and holiday booking calls | Campaign → Assets → Call |
| Location asset | Local repair/accessory stores | Campaign → Assets → Location |
| Image asset | Products, repair visuals, accommodation views | Campaign → Assets → Image |
| Promotion asset | Accessory sales and seasonal offers | Campaign → Assets → Promotion |
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Settings, metrics and creative
Phone cases deep-dive example
| Area | Recommended setup |
|---|
| Campaign type | Search + Shopping/PMax category asset group |
| Audience/intent | iPhone/Samsung model-specific searches, cart abandoners, recent device launch buyers |
| Landing page | Device-filtered category page with case type filters and bestsellers |
| Metrics | ROAS, product CTR, add-to-cart rate, conv. value/cost, search terms by model |
| Creative | Show exact model fit, MagSafe ring, camera protection, colours, drop protection |
| Optimisation | Split bestseller/high-margin cases through custom labels and scale separately |
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Settings, metrics and creative
Power banks deep-dive example
| Area | Recommended setup |
|---|
| Campaign type | Shopping/PMax + Demand Gen travel/lifestyle angle |
| Audience/intent | Travel, commuting, students, festival/event, battery anxiety terms |
| Landing page | Power bank category with capacity, ports, airline/travel suitability and bundles |
| Metrics | AOV, ROAS, bundle attach rate, product view to checkout, price competitiveness |
| Creative | Show phone charging on the move, battery percentage, compact size in hand/bag |
| Optimisation | Bundle with cable/adapter to lift AOV and improve ROAS |
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Settings, metrics and creative
Wireless charger deep-dive example
| Area | Recommended setup |
|---|
| Campaign type | PMax asset group + Shopping + remarketing |
| Audience/intent | MagSafe charger, wireless charging stand, desk setup, bedside charger |
| Landing page | Explain compatibility, charging speed, adapter requirements and warranty |
| Metrics | Conversion rate, return rate if available, support queries, accessory bundle value |
| Creative | Clean desk/nightstand setup, cable-free benefit, premium product angle |
| Optimisation | Add adapter/cable bundle if customers need extra components |
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Settings, metrics and creative
Car holder deep-dive example
| Area | Recommended setup |
|---|
| Campaign type | Search for “car phone holder” + Shopping/PMax |
| Audience/intent | Drivers, commuters, navigation users, road trip/travel shoppers |
| Landing page | Mount type filters: magnetic, vent, dashboard, MagSafe, universal |
| Metrics | CTR, conv. rate, product image performance, search terms by mount type |
| Creative | Phone mounted safely with navigation visible, secure grip close-up |
| Optimisation | Separate car holders from generic accessories so creative speaks to driving safety |
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Separate seasonality instead of averaging it away
Holiday apartment seasonal structure
| Season/campaign | Setup | Metric focus |
|---|
| Peak season | Higher budget, value-based bidding, urgency around availability | Booking value/cost, confirmed booking CPA |
| Shoulder season | Offer-led Search + Demand Gen for flexible dates | Enquiry CPL, occupancy lift |
| Low season | Remarketing, weekday getaway angles, longer consideration content | Cost per qualified enquiry, assisted bookings |
| Event windows | Campaigns around school holidays, long weekends, local events | Search impression share and booking urgency |
| Always-on brand | Protect property/brand name searches | Brand impression share, low CPA |
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Asset groups that make sense
Holiday apartment PMax structure
| Asset group | Audience signal | Creative |
|---|
| Ocean View Stay | Luxury travel + destination search terms + gallery visitors | Balcony/ocean/sunset imagery and direct booking CTA |
| Family Island Holiday | Family travel + school holiday searchers | Living space, kitchen, bedrooms, convenience |
| Couple/Quiet Escape | Couples travel + premium getaway terms | Sunset balcony, calm interiors, privacy |
| Retargeting warm visitors | Site visitors, gallery viewers, booking starters | Availability reminder, best view, book direct angle |
| Feeder city demand | Sydney/Brisbane/Melbourne visitor segments | Escape to Hamilton Island messaging |
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Where to look when enquiries are weak
Holiday apartment landing page diagnostics
| Problem | Where to check | Fix |
|---|
| High traffic, low enquiry | GA4 landing page report + Google Ads landing pages | Move availability/CTA above fold and simplify form. |
| Many gallery views, few bookings | GA4 events and booking engine starts | Add clearer rates/availability path and trust proof. |
| Mobile traffic not converting | Device segment in Google Ads and GA4 | Improve mobile speed, sticky CTA, short enquiry form. |
| Wrong countries/cities clicking | Locations report | Exclude weak geos, push feeder markets. |
| Research-only search terms | Search terms report | Add negatives and focus accommodation/booking terms. |
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When you have multiple locations
Repair store-level campaign structure
| Structure | Use when | Example |
|---|
| One campaign per major region | Budgets need regional control | Search_Repairs_SydneyWest |
| One ad group per repair type | Repair types have different value and intent | Screen Repair, Battery, Charging Port |
| Store-specific sitelinks | Stores have separate pages or booking paths | Parramatta Repair, Hornsby Repair |
| Location insertion cautiously | When ad copy can remain accurate | Phone Repair Near {LOCATION(City)} |
| Separate call-heavy campaign | When calls are the main conversion | Search_CallOnly_Repairs_StoreHours |
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Settings, metrics and creative
Screen repair deep-dive example
| Area | Recommended setup |
|---|
| Keywords | iphone screen repair, samsung screen repair, cracked screen near me |
| Ad assets | Call asset, location asset, sitelinks to iPhone/Samsung/iPad repair pages |
| Landing page | Device selector, from-price, booking calendar, warranty/trust proof |
| Metrics | Cost per booked screen repair, call duration, mobile CVR, suburb CPA |
| Creative | Cracked screen before/after, urgent but clean, repair expert trust |
| Fix if weak | Add model-specific ad groups and remove DIY/parts searches |
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Settings, metrics and creative
Battery repair deep-dive example
| Area | Recommended setup |
|---|
| Keywords | phone battery replacement, iphone battery replacement, battery draining fast |
| Ad assets | Callout: Fast battery replacement, Warranty, Local store |
| Landing page | Symptoms list, compatible models, booking CTA |
| Metrics | Booking conversion rate, cost per battery job, call-to-booking rate |
| Creative | Low battery stress, phone dying before day ends, simple solution |
| Fix if weak | Explain symptoms and price-from to make customer self-qualify |
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Settings, metrics and creative
Charging port repair deep-dive example
| Area | Recommended setup |
|---|
| Keywords | phone not charging repair, charging port repair near me, iphone charging port fix |
| Ad assets | Call + sitelinks to charging port and diagnostics |
| Landing page | Symptoms: loose cable, slow charge, no charge, dust/damage diagnosis |
| Metrics | Qualified calls, lead form details, repair value by completed job |
| Creative | Cable not staying in, phone showing no charge, clean repair CTA |
| Fix if weak | Filter parts-only and DIY intent aggressively |
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Settings, metrics and creative
Back glass repair deep-dive example
| Area | Recommended setup |
|---|
| Keywords | iphone back glass repair, cracked back glass repair, phone back repair |
| Ad assets | Callouts: Local repair, Model support, Get quote |
| Landing page | Model selector and quote path because pricing can vary by device |
| Metrics | Quote request CPA, booked-job CPA, value per completed repair |
| Creative | Premium phone with cracked back, restore look and feel |
| Fix if weak | Add model examples and quote CTA to reduce pricing friction |
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Settings, metrics and creative
Data recovery deep-dive example
| Area | Recommended setup |
|---|
| Keywords | phone data recovery, recover photos broken phone, data backup service |
| Ad assets | Call asset and lead form with issue description |
| Landing page | Trust, privacy, diagnostic process, realistic expectations |
| Metrics | Qualified enquiry rate, consult calls, completed service value |
| Creative | Important photos/files, calm trust-led message, no overpromising |
| Fix if weak | Remove software/download/free recovery queries |
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Calls are not automatically good leads
Call tracking quality audit
| Check | Where | Decision |
|---|
| Call duration | Call asset / conversion action reports | Set threshold around genuine conversation length. |
| Call time | Hour of day report | Spend when staff can answer. |
| Call source | Segment by campaign/ad group/keyword | Identify which repair types produce quality calls. |
| Missed calls | Phone system or store feedback | Ads cannot fix missed store calls. |
| Booking outcome | CRM/POS import | Optimise to completed repair, not just call click. |
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Where the money should go first
Budget allocation by example
| Business | Budget priority order |
|---|
| Accessories | 1. Shopping/PMax profitable hero SKUs → 2. Brand Search → 3. Non-brand category Search → 4. Remarketing → 5. Demand Gen testing |
| Holiday apartment | 1. Brand/property Search → 2. Destination/luxury Search → 3. Remarketing → 4. PMax with booking values → 5. Demand Gen/YouTube inspiration |
| Repairs | 1. High-intent Search by repair type → 2. Call/location assets → 3. Store-specific campaigns → 4. Remarketing → 5. PMax local/service support |
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A practical operating rhythm
Weekly metric meeting agenda
| Question | Metric/report to open |
|---|
| Are we profitable? | Profit View columns: cost, conversions, conv. value/cost, cost/conv. |
| Are we paying for wrong intent? | Search terms report. |
| Which products/services deserve more budget? | Product group/custom label or repair type report. |
| Which locations are wasting money? | Location report and radius/store performance. |
| Is tracking lying to us? | Conversions by action and conversion diagnostics. |
| What creative needs replacing? | Asset performance reports and landing page conversion rates. |
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What to include in the monthly report
Client or manager reporting template
| Section | Include |
|---|
| Executive summary | Spend, revenue/leads/bookings, ROAS/CPA, key result, next action. |
| What worked | Top campaigns, search terms, products, repair types, locations and creative angles. |
| What wasted spend | Poor search terms, weak SKUs, bad locations, low-quality leads, tracking issues. |
| Optimisations made | Negatives, bid/budget shifts, feed updates, creative refresh, landing page changes. |
| Next month plan | Scale/fix/stop decisions, tests, budget recommendation and expected KPI. |
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Current platform references used
Source notes
This presentation uses current Google Ads Help concepts for campaign objectives, conversion setup, phone call conversions, store visit conversions, Performance Max, Shopping product groups, Merchant Center product data/custom labels and Report Editor. Benchmark ranges are operating guardrails and should be adjusted to your own margins, close rates, average order value and local market competition.
Official references: support.google.com/google-ads. Benchmark reference context checked against 2026 public benchmark summaries from WordStream and WebFX.