Rather than committing significant budget to Google Ads before understanding the competitive landscape, Asymmetric and AviaryAI aligned on a low-budget ($200/mo) reconnaissance campaign designed to gather real-world data on keyword intent, CPCs, competitor activity, and quality scores. Sales conversion is a secondary benefit — the primary goal is learning.
"We understand that we're probably not going to sell anything, although we might… the objective is to learn." — Mark Hope
This campaign runs in parallel with the [1] targeting Credit Unions and Community Banks, and complements the [2] already completed for helloaviary.ai.
The $200/mo budget is split across three campaigns, each targeting a distinct intent layer.
Goal: Capture high-intent searches from prospects actively looking for outbound voice AI or collections automation.
Ad Groups:
- Outbound Voice — general outbound voice AI keywords
- Collections — AviaryAI's top use case; highest commercial intent
Notes:
- Keywords in this group carry estimated CPCs of $13–$54 (tool estimates; actual CPCs unknown until live)
- Manual bidding strategy: start bids low (e.g., $7–$8) and increment upward to avoid overpaying early
- This is the highest-priority group because outbound and collections are AviaryAI's core value proposition
Goal: Reach credit union decision-makers searching for contact center or call center software.
Ad Groups:
- AI for Credit Unions — keywords around credit union software, contact centers, call centers
Ad Copy Angle:
- Emphasize CUSO backing and investor positioning
- Lean into the "people helping people" credit union ethos
- Reference industry experience with credit unions
Notes:
- CPCs estimated lower than Campaign 1
- Pairs with the credit-union-specific landing page (see #Landing Pages below)
Goal: Explore broader keyword territory (e.g., "voice AI platform") to surface unexpected search terms and intent signals via the Search Terms Report.
Ad Groups:
- Financial Services — broader financial services + AI queries
- Voice AI Platform — high-volume, broad-match terms
Notes:
- Keywords run as phrase match or broad match to let Google surface semantically related queries
- Negative keywords are critical here to prevent budget waste on irrelevant searches (e.g., "voice AI jobs," "free voice AI")
- "Voice AI platform" carries ~8,100 monthly searches — the only keyword with substantial volume in the plan; landing page must do heavy filtering work
- Tangential keyword areas (e.g., "email campaign strategies for credit unions," "how to onboard members via SMS") are intentionally deferred — better explored via organic/SEO content first
Google Ads uses responsive search ads: multiple headlines and descriptions are submitted, and Google's AI mixes and matches to find optimal combinations. Underperforming variants get dropped and replaced iteratively.
Do use:
- "Scale your capability without scaling your cost"
- "Scale your collections without scaling staff"
- Capability and throughput metrics (e.g., "Your team makes 50 calls a day. Ours makes 5,000.")
- CUSO-backed, industry-specific language for credit union campaigns
Avoid:
- Language implying job replacement (e.g., "collections without hiring")
- Generic AI positioning that doesn't anchor to financial services or outbound use cases
Rationale: AviaryAI's brand actively counters the "AI replaces your team" narrative. Ad copy that implies headcount elimination is off-brand and risks alienating the HR/ops buyers at target accounts. The reframe — scaling capability, not cutting people — preserves the growth angle without the political sensitivity.
Two dedicated PPC landing pages are planned (separate from the [3]):
| Page | Campaign Alignment | Key Messaging |
|---|---|---|
| Collections LP | Campaign 1 (Collections ad group) | Outbound collections use case; throughput metrics; ROI framing |
| Credit Union LP | Campaign 2 | CUSO backing; people helping people; credit union industry experience |
Quality Score strategy: Google defaults new landing pages to a quality score of 5–6. Target is 7+. The reconnaissance phase will reveal what copy and structural changes are needed to improve scores before scaling budget.
| Signal | Why It Matters |
|---|---|
| Actual CPCs | Tool estimates ($13–$54) may be significantly off; real bids calibrate future budget planning |
| Search term report | Surfaces keywords Google considers semantically related — reveals gaps and opportunities |
| Impression volume | Validates (or corrects) estimated monthly search volumes from keyword tools |
| Quality scores | Identifies landing page gaps before committing larger spend |
| Engagement on LPs | Time on page, scroll depth, form fills — early conversion signal |
| Competitor activity | Which competitors are bidding on the same terms |
Negative keywords are especially important for Campaign 3's broad/phrase match groups. Examples flagged during planning:
Google Ads manager account access was established during the meeting (April 2026). Sebastian Gant has user access; Asymmetric's manager account is linked. Billing (credit card) confirmed active on AviaryAI's account.