{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Surfside PPC Podcast","title":"Limited By Budget in Google Ads and What To Do Next - Surfside PPC Podcast Episode 32","html":"","width":"100%","height":180,"duration":562,"description":"Limited by budget in Google Ads is not the problem most people think it is. When you see it in your status column, Google is telling you that you are leaving conversions on the table at your current cost per conversion. In episode 32 I cover the two very different situations that trigger it, and exactly which levers to pull in each one.\n\nClick the status and Google shows you a forecast. Go from $15 a day to $51 a day and here are the extra weekly conversions, here is the added weekly cost, and the change to your cost per conversion is negligible. That forecast is the whole point. If the extra conversions come in at a price you are happy with, the limitation is costing you money.\n\nThere are two ways to read it. The first is a campaign that is already performing. Good conversion volume on a small budget, phone calls coming in, appointments getting booked, and Google saying there is more available. The second is a budget that simply cannot compete. An HVAC company comes to me with $2,000 a month in a market where competitors spend tens of thousands. In that case you are not entering most of the auctions at all, and you are not bidding high enough for Google to deliver conversions.\n\nI show a campaign running $25 a day where the average cost per click is $11 to $14 and the first page bid is $26. You cannot manual bid your way around that. Google has moved away from manual bidding, and you are competing on budget whether you like it or not.\n\nOn a campaign that is working, you have two moves. If you are happy with your cost per conversion, switch to Target CPA and give it room based on your last 30 days. Then keep your budget where it is and walk your target CPA down. At $30 a conversion on a $25 a day budget, try $25, then $20, and see if you can pull more leads out of the same spend.\n\nOnce you are at scale and hitting a cost per conversion you are happy with, set your budget to the moon. If leads are profitable at that number, there is no reason to cap yourself.\n\nThe...","thumbnail_url":"https://img.transistorcdn.com/ch9wP1_FaBYT3PWt5oqHZzyILXU0mypaF_bUOeWIGg0/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jMmM5/MjUwNWIwYjllZGU0/ZTM2OTJiNDcwNDdk/NTc5Ny5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}