📞 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

High-Quality Conversions are Key: PMax can outperform standard Search campaigns for lead gen, but only if it's optimized toward a valuable, deep-funnel conversion action.
Examples: Instead of optimizing for a simple form fill, optimize for:
Value-Based Bidding (tROAS): The group discussed the effectiveness of using tROAS for lead generation by assigning monetary values to different conversion actions (e.g., a booked call is worth $500, a qualified lead is worth $150).

4. Facebook Ads: Testing & Scaling

Moving Winning Creatives: To move a successful ad from a testing campaign to a scaling campaign without losing social proof (likes, comments), use the "Existing Post" option and provide the Post ID.
Budget Allocation: A common best practice is to allocate the majority of the budget to the scaling campaign (e.g., 70-80%) and a smaller portion to the creative testing campaign (20-30%).
Validating a Creative: A rule of thumb for deciding if a creative is a winner is to wait until it has achieved ~8,000 impressions (reach). At that point, you have enough data to reliably judge its performance based on key metrics like ROAS, add-to-carts, and purchases.

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