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Google Ads quality score tanked after I stopped using exact match
Switched most of my campaigns to broad match last month in Austin and call quality dropped by 40%, yet every optimization guide says embrace the AI. Anyone else seen their account metrics fall apart after trusting the auto-bidding hype?
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avery62910d ago
My buddy Marcus runs a plumbing company in Round Rock and did the exact same thing around March, went from tight phrasers to broad match on the advice of some Google rep who promised him lower cost per lead. Two weeks in his phone basically stopped ringing, and the few calls he got were people asking about water heaters when he only does drain work. His quality score dropped from like 8s and 9s down to 4s, which jacked up his cost per click so he was paying more for worse traffic. He showed me the search terms report and half of it was stuff like "DIY drain cleaning" and "plumber salary" which is just money down the toilet. He flipped everything back to exact and phrase within a month and his numbers slowly came back, though he said it never got quite as good as before. The auto stuff seems to work fine for big spenders with tons of data but for smaller local accounts it just feels like burning cash to feed the machine.
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