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I would need more information the kind of service. But I manage some local businesses that have a consumer focused campaign and a commercial campaign. Keywords like “residential painting” and “painting for business” have different aov, etc. The business goals of the client is really the key. If they want more of one or the other that’s how I would structure it with dedicated budgets. If they don’t care. They could be different ad groups especially with Max Conversion Value bid strategy.
The term “transactional” is throwing me though.
