Reply To: Scaling Home Service Niche Campaigns?

[Staff_Sharp]

I’d switch first, then expand later.

Reason: right now you already have a clean signal set — exact match, clear intent, 30 conversions in ~20 days. If you change bidding strategy and keyword scope at the same time, you won’t know what actually caused the result.

My usual sequence would be:
1) switch to Max Conversions with the current keyword set
2) let it stabilize for 1-2 conversion cycles
3) check search terms + lead quality
4) only then test expansion

On tCPA: I would not force one immediately unless you already know your real acceptable CPA from closed deals, not just form fills.

A too-tight tCPA too early can choke volume right when the campaign is trying to relearn.

For home services especially, I’d protect first and optimize second:
– keep the proven exact terms alive
– watch search term quality before loosening match types
– only expand if impression share / volume is the actual bottleneck

A lot of accounts get worse because they add breadth at the same moment they hand bidding over to the algorithm.