Hey Caro, I am myself managing an account that sells garden sheds online, starting at 5k and reaching even 20k. It is quite a challenge to be fair, but it is profitable for us. What you have to keep in mind is that you probably will have a long customer journey, meaning probably no one will see your first ad and immediatly buy a product that costs 6k+. So you want to have additional marketing tools like retargeting, maybe an email list or any other campaigns and channels that guide your audience through the decision process. That also means you want to look for conversion tracking that has a high attribution window because I can imagine that it will take people longer to decide whether they want to buy or not. If that doesn't work for you at all you could think about adding an additional lower risk conversion in between, such as a "get your consultation on your ideal printing machine". So you would switch or add to lead generation at this point. Obviously this leads to more work upfront but it can pay out in the long run.

@Caro Rios Yes sure. We have startet out with standard shopping plus search campaigns when we startet out. Since we have a bigger budget now (around 1k a day) we are mainly using PMax, but I do have additionaly fallback campaigns from every category, so speaking of search, display and shopping. So right now we are covering basically every available google channel. The tracking site of things is still difficult to this point. Since we have a long customer journey, we aren't able to track a lot of conversions via GTM. I am using a tracking tool that is called "Tracify". It is very good for multi-channel-tracking but unfortunatly isn't able to give the data back to google. So I am working with customer lists and optimizing from the insights I get from Tracify. In the beginning I did optimize on sales and on consultation calls, since every 3rd-4th consultation call led to a sale and therefore I had more data. Nowadays we get enough conversion to have Google Ads being profitable for us. But I wish I had a better tracking tool that also gets the conversion data back to google to get the algorithm going even better

I think the important question is why would you want to swap to broad match? If you get enough search volume with exact match, you are good to go. I would use exact match as long as possible, since you get the most significant people to see your ads. And exact match is nowadays still more broad than it used to be in the past. You said in your comment that your CPCs are rising but how about your CPA? Thats probably the more important value. Your CPC could get lower by using broad match but most likely your CPA will rise, since your more broad audience wont convert that effective than your exact audience. If you still think about trying broad match, go for an A/B test to see what gets you better results.

@Jason van den Dungen Hey Jason, how did your test go? Have you found out any significance between the two bidding strategies?

@Muhammad Ammar Thanks for your thoughts. I am currently running an A/B splittest, one with my current tCPA strategy and one with a tROAS strategy. I will run the test longterm to see the some siginificant results

If there will be still budget spent in the long run and you wont get any conversions you probably should completly deny those times from your campaigns

@George Duncan That is a good recommendation. It will probably be based on what conversions your are aiming for. If you are aiming for phone calls or instant response limiting to the business hours would be a great solution. If you are aiming for leads, I wouldn't restrict too much. Let's say you are available until 5pm. A lot of people are browsing in the evening hours, so I wouldn't turn off leadgen ads immediatly after 5pm. I guess you should look up your conversion data and see, if and how many conversions come in at what time of the day and decide based on that.

@George Duncan Thank for your insights. So you basically go and set individual negative keywords on an ad group level?