Trachte Regional PPC Strategy
Overview
During the January 2026 ad performance review, the team identified Google Search campaigns as the primary conversion driver for Trachte, with strong click-through rates (10–13%) but below-target conversion rates (1–2% vs. a 3–5% goal). The next strategic step is to split these search campaigns by geographic region, enabling more precise budget allocation based on territory-level performance data.
This initiative was discussed in [1] context during the [2].
Rationale
- Google Search campaigns are the highest-performing channel by conversion volume — the logical place to invest optimization effort.
- A single national campaign obscures which territories are driving results and which are underperforming.
- Splitting by region allows budget to follow actual demand, rather than spreading spend uniformly across all markets.
- Regional campaigns also enable territory-specific ad copy, landing page alignment, and bid adjustments.
Current State
- Search campaigns are running as consolidated national campaigns.
- CTR is strong (10–13%), indicating good keyword and ad relevance.
- Conversion rate (1–2%) suggests a landing page or audience-fit gap that regional targeting may help address.
- No territory-level performance breakdown currently exists within the ad account.
Proposed Approach
- Define territory boundaries — Robyn Ogden to provide the territory breakdown used by the Trachte sales team. This is a prerequisite before any campaign restructuring can begin.
- Restructure campaigns by region — Sebastian Gant to work with the Google Ads specialist to duplicate and segment existing search campaigns into regional variants, applying appropriate geo-targeting settings for each.
- Allocate budget by territory performance — Once regional campaigns are live, shift spend toward higher-performing or higher-priority territories. Deprioritize or reduce spend in weaker regions.
- Monitor and iterate — Track conversion rates per region and adjust bids, budgets, and ad copy accordingly.
Dependencies & Blockers
| Item | Owner | Status |
|---|---|---|
| Territory breakdown / map | Robyn Ogden | Pending |
| Regional campaign setup | Sebastian Gant + Google Ads specialist | Blocked on territory data |
| Budget reallocation plan | Sebastian Gant | To follow campaign launch |
Action Items
- [ ] Robyn Ogden — Confirm territory breakdown for regional PPC segmentation.
- [ ] Sebastian Gant — Coordinate with Google Ads specialist to configure regional campaign structure once territory data is received.
- [ ] Sebastian Gant — Define initial budget split per region based on historical performance and sales priorities.
Related Notes
- Search campaigns are the focus here; display and YouTube campaigns are lower priority for this initiative.
- The [3] from this same meeting (pausing "Blueprint to Build," shifting spend toward a renewal campaign) should be completed before or alongside the regional restructure to avoid over-complicating the account mid-transition.
- Call attribution via [4] may eventually provide territory-level call data to inform regional bid strategy.
Source
Discussed in the 2026-01-09 Trachte Marketing Meeting. Key quote from Sebastian Gant:
"Search seems to be working the best, it's the highest engagement rates, that's where we're getting our conversions. Let's split that up by region, and then we can split spend up more specifically based on where we want to focus in each region."