Activity
Mon
Wed
Fri
Sun
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
What is this?
Less
More
Memberships
The Clickening Community
54 members • $99/m
2 contributions to The Clickening Community
Sep 5 •
How would you tackle bid strategy for a conquesting campaign build out?
Interested in what people have seen work well for the bid strategy approach for a new conquesting/competitive campaign in the B2B lead gen space?
0 likes • Sep 5
This is for a client. For the purpose of example the business sector is very similar to HR & Payroll Software. - Buyers are mid-market to enterprise companies. - Contracts are high-value and long-term. - Decision-makers compare vendors directly (i.e. “vs” and “alternatives” searches are common). - Switching providers is possible but comes with some friction. They are wanting to launch a competitive GAds campaign targeting a particular competitor which is going through an acquisition. The goal is to drive leads for my client of people looking for alternatives to their competitor. Since the campaign will be brand new in their account I'll need to establish the appropriate spend and cpc, and grow the conversions to 30+ before I could switch to any smarter bidding strategies. 1) Would you use Max conversions? Max clicks with a max cpc? Manual bidding? or something else to begin with in order to achieve that goal? 2) Would you treat this bid strategy differently than a standard bottom of funnel campaign? (I realise messaging is very different)
Aug 25 •
📞 Last Week's Call Recap (August 20th, 2025)
Hey everyone! Since we have a lot of you that aren't able to attend our regular discussion calls every Wednesday, we wanted to start putting out a call recap for what was discussed to help give some additional conversation opportunities :) We'll try to get these out a day or two after each Wednesday call and include all the main talking points. If anyone wants to ask questions about any of the topics, bring any of their ideas to the table, or just re-open what was talked about all-together, this will be where you all can do that! We'll also send this as an email in addition to just a general discussion post in the community. Recap below! Discussion Topics 1. Google Ads & Local Service Ads (LSAs) for Local Businesses - The "Feeder" Strategy: A core theme is that standard Google Search Ads act as a "feeder" for LSAs. Initial brand awareness and clicks come from Google Ads, but conversions are often attributed to LSAs because they are highly visible and capture users on their second or third search. - Scaling Synergy: One speaker shared an experience where scaling the LSA budget alone yielded poor results. However, when they scaled the Google Ads budget, LSA performance "skyrocketed," proving the two channels work in partnership. - LSA Optimization Triggers: LSA performance is heavily influenced by factors outside of bidding, including: 2. Advanced Bidding Tactics for Google Ads - Controlling High CPCs: A key tactic shared was using a Target CPA (tCPA) bidding strategy with a maximum CPC bid cap. - When to Apply: This strategy is best used during the scaling phase, not preemptively. It's recommended to first analyze search term data to identify if outlier high CPCs are actually an issue. - Scaling Limitations: Be aware that a CPC cap can limit your ability to scale spend aggressively. If you hit a spending ceiling, you may need to raise your tCPA or your CPC bid cap, guided by metrics like "Impression Share Lost due to Rank." 3. Performance Max (PMax) for Lead Generation
0 likes • Sep 5
Great topics. Would love to watch a recording if it was recorded
1-2 of 2
@scott-buckland-8096
I help businesses with B2B lead gen. CRO, Paid search, SEO, Web design, Web dev
Active 2d ago
Joined Sep 4, 2025
Powered by