Misguided trust in a Google rep created a solar panel installations Google Ads campaign to be rescued

Originally targeting only commercial installations, this business started using Google Ads to target residential buyers but took the recommendations from a Google rep, which resulted in a lot of spend and poor results.

Google will never tell you that your website doesn’t convert well (which was the case here), and they also encourage you to use Google Ads in a way that makes them more money.  In this case the customer had a campaign set up with broad match keywords that was bringing in lots of irrelevant traffic that would never convert (even if the website was strong enough).

I focused them on creating a strong landing page targeting the residential clicks, followed by very targeted keyword phrases within a small geographical area.  When the enquiries starting coming in from people in that area it was clear that the strategy worked.