The big takeaway for GG&D is shifting from an underperforming Google Ads vendor that wasn’t tracking onsite conversions and a cheap SEO company that wasn’t proactive.
SEM and SEO are now handled by the same vendor. We used onsite conversions for directions requests and average transaction value to scale up the SEM budget and own more of the market share.
We also found that turning ads off on their busiest days didn’t affect revenue so we are able to spend money on days that matter.
Over the last few months, Google has disapproved a lot of their ads so we have shifted budget to invest in creating new content and supporting their organic traffic.