AHS PPC Performance Analysis

Analysis of Google Ads campaign performance for ^[1] as of the September 30, 2025 monthly review. Overall lead volume is strong, but the mix skews toward mold over asbestos — a strategic mismatch given AHS's capacity and margin preferences.

Campaign Overview

AHS runs several campaign types simultaneously across Google Ads:

30-Day Performance Snapshot

• Total leads tracked: ~105 (mix of click-to-call, click-to-email, and form fills)
• Google Ads-attributed conversions: ~57 tracked directly in-platform
• Actual client-perceived volume: ~1–2 leads per day, consistent with tracked data
• Click-through rates: Search campaigns running above 5% benchmark (14% and ~7% observed on individual campaigns) — strong engagement signal

Note on lead definition: "Leads" count click-to-call events, click-to-email events, and form submissions. Not all represent completed form fills. Gina Richardson confirmed the volume feels approximately right on the client side.

PMAX Dominance

The Performance Max campaign is the top converter, accounting for approximately 60 out of ~100 Google-attributed leads in the period. This is expected behavior — PMAX gives Google broad latitude to optimize across Search, Display, YouTube, Gmail, and Maps simultaneously, and Google tends to favor it when given the freedom.

Implication: Because PMAX optimizes autonomously across all asset types, the lead mix it produces (mold vs. asbestos) may not reflect intentional budget allocation. The algorithm surfaces whatever converts best, which appears to be mold-related queries.

Mold vs. Asbestos Lead Imbalance

The client noted they are receiving a high volume of mold calls but want more asbestos leads. This is a strategic priority for AHS for several reasons:

• Margin: Asbestos work is higher-margin
• Capacity: Both Bob Stigsell and Brady can perform asbestos work; mold is Brady-only — asbestos scales better with current staffing
• Preference: The team finds asbestos work more desirable

The imbalance is likely not a budget allocation problem per se — similar budgets are running for both asbestos and mold search campaigns. The PMAX campaign's autonomous optimization appears to be surfacing more mold conversions organically.

Hypotheses for Imbalance

1. PMAX asset weighting: Google may be favoring mold-related assets or headlines within the PMAX campaign based on historical conversion signals
2. Search demand: Mold queries may simply have higher local search volume, making them easier to convert at current budget levels
3. Landing page performance: If mold-related landing pages or ad copy convert at a higher rate, PMAX will self-optimize toward them

Recommended Next Steps

These action items were identified during the meeting and assigned to Sebastian Gant:

1. Audit PMAX asset performance — Review which headlines, images, and asset groups within PMAX are driving the most conversions; determine if mold assets are disproportionately weighted
2. Investigate asbestos keyword performance — Pull keyword-level data for the asbestos search campaign; check impression share, quality scores, and lost impression share due to budget
3. Budget reallocation analysis — Model the impact of increasing the asbestos search campaign budget; Google's simulator can provide estimated volume lift
4. Consider asbestos-specific PMAX asset group — Segmenting PMAX by service line (asbestos vs. mold) may give more control over lead mix without abandoning the PMAX format

Sebastian noted: "Google Ads tends to be pay-to-play — more budget generally produces more volume." A budget increase on asbestos-specific campaigns is the most straightforward lever.

Technical Note: Landing Page Migration

During the review, Sebastian flagged that paid traffic had been directed to a subdomain landing page rather than the main AHS website. Best practice is to route paid clicks to the primary domain so that:

• Paid traffic contributes to the site's overall SEO authority
• Conversion tracking is consolidated
• The user experience is consistent with the main site

A mirrored landing page has been built on the primary domain. The traffic switch was pending tracking setup verification at time of meeting.

Related

• ^[2]
• ^[3]
• ^[4]