Your ads are mostly buying back people who already searched “Just Pull It”.

Running primarily branded search ads limits growth because you’re only capturing demand from people who already know the brand. While branded campaigns often deliver strong ROAS and low acquisition costs, they do little to introduce new customers or expand market share. Overall growth becomes constrained by existing brand awareness.

It also paints a misleading picture of marketing performance. Branded search traffic is usually influenced by SEO, social, email, PR, and word of mouth. By relying on it, we’re harvesting demand that was generated elsewhere rather than creating new demand earlier in the buying journey.

Split brand into its own dedicated, low-budget campaign so it stays cheap and protected. Then put real money on non-brand demand — tooth extraction, emergency dentist, “dentista cerca de mi” — with phrase match and a proper negative-keyword library.

Display advertising can play a role in a broader marketing strategy, but when budgets are limited or performance is the primary objective, it’s less efficient than intent-driven channels like search. Display ads are shown to users who aren’t actively looking for a solution — lower CTR, lower conversion rates, and weak attribution.

Additionally, we’re not “generating demand” for this problem. The goal is to capture people who already have the problem and deliver the solution.

Pause the standalone Display campaign and detach Display Network from all Search campaigns. Redirect that budget into proven non-brand local search where intent is high.

The campaign is currently running with the Search Partner + Display Network enabled, which is bringing in a large amount of low-intent traffic. This often includes accidental clicks, irrelevant placements, and bot activity — all of which inflate traffic numbers but produce poor lead quality and unreliable performance data.

Turn off the Search Partner + Display Network and concentrate effort on Search-only campaigns. Ads will be shown to users with clear intent, leading to higher-quality leads, more accurate reporting, and a stronger foundation for ongoing optimization and scaling.

The account is currently tracking too many primary conversion actions, which creates confusion for the algorithm and dilutes optimization signals. With multiple primary tags in place, Google can’t clearly prioritize what a true conversion looks like — leading to inconsistent performance and inefficient bidding decisions.

Consolidate tracking to one primary phone-call conversion and one primary lead-form submission plus bookings. This gives the system clear direction on what matters most, allowing it to optimize toward high-value actions and improve overall campaign performance.

The campaigns currently lack complete visibility into which keywords, ads, and campaigns are driving phone-call conversions. Without it, bid strategies are flying blind and we can’t separate good leads from wrong-number calls.

We’ll implement CallRail (at no additional cost) for advanced call tracking and attribution across all Google Ads campaigns. Through dynamic number insertion and conversion tracking, every inbound call is tied back to the originating keyword, ad, and campaign — delivering accurate performance data, better automated bidding, and insight into lead quality.