If you haven’t caught on yet from previous editions, I’m a massive fan of small businesses harnessing the power of Google Ads themselves for their business.

This week I wanted to cover a common strategy I implement at least once a quarter.

My Low-Day Rules

I have been doing this for over a year, and it boosts my search campaigns every time.

Quick background: Our company provides a service (not e-commerce), so we rely on a constant flow of leads and then quote customers for the "sale."

The best part about this strategy is that it allows you to increase your reach on lower days while remaining competitive on other days without breaking the budget bank.

Here are the steps to set it up:

First, find the days you have a dip in leads or conversions through Google Analytics or your CRM.
1. Typically, I look for the "low days" of the week, regularly dropping 5-10% leads on a 30-90 day view.
Then in Google Ads, I’ll crosscheck how those "low days" are performing on ads to see if there is a dip that correlates.
If there is a correlation, then this is where my strategy takes effect. I’ll increase the bidding to at least 45% for those particular days in the schedule settings for those campaigns.
1. *Some people may stop there, but I take it further.
Heading into Rules (via Tools & Settings), I create a rule for the budget to increase weekly on the low days by at least 10% for the "low days" based on data from the last 7 days.
1. Example: My daily budget is $10. My budget is spent every day of the week except on Tuesdays. On Tuesdays, I only spend $8, and I see a dip in conversions.
2. This means I’m only spending a total of $68 every week.
3. After applying this rule, Tuesday's budget will be increased to $8.80 (10% increase) and jolt the system to be more aggressive with your spending on that day (remember we boosted the bids on those days, too!).
After this rule has been applied, we have to create one to do the opposite on the next day to ensure the budget doesn’t just continue to be increased. Create the same rule for the campaign but instead decrease the budget for the following day.

Keep in Mind: This strategy requires a flexible budget and will only work if your analytics and ad performance correlate on specific days.

This strategy allows you to be more competitive on the low days to boost your leads (or sales) but doesn't create a bloated budget on days you are already performing well.

I want to hear from you.

I’ve got questions, and you may have the answers.

Do you run any rules on your Google Ads?
Any days of the week you don’t run ads?

Let me know what you think, and leave a comment! 👇

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Virginia Buechel @buewho

How would you make money online if you were handed $10,000 to start?

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How to beat "low days" on Google Ads