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We run Google Ads for detailers too. We have a small set of keywords that work well and we produce 150+ leads every month. Our client closes 100 of these leads.
We are currently running tCPA with phrase match keywords and it’s working well.
We tested broad match keywords and surprisingly lead quality dropped drastically. Close rates went from 66% to 10% in one month.
Regarding your questions:
* Switch with Max Conversions open, don’t assign a tCPA
* Stay with the same # of keywords until you are limited by search volume. However, if you have bad performing keywords always keep recycling them
