It’s easy to get stuck inside a Google Ads Account when trying to help maximize a campaign’s return on ad spend (ROAS) and of course landing page design is important but recently I was reminded how important it is to construct a limited offer to advertise via your Google Ads Campaign.

I usually always tell my clients that if they can put together a special limited time offer (LTO) the campaign would perform better than if we didn’t have one. 

I rely on my clients to put together their own special limited time offers because it’s their business after all and they know their market better than I do.

Some clients listen to my advice about pushing a limited time offer and some don’t. It’s not something I can force their hand on since, as I said before, it’s their business.

Recently I had a client put together a limited time offer to advertise via Google Ads and since we had the campaign running already before testing out the special offer I can report on much of an uptick we saw in conversions.

So before we tested out the limited time offer, the campaign was generating an average cost per conversion of $110, which for their industry is still very profitable. 

After we started testing out a limited time offer, we started seeing a cost per conversion of $36! This is a 67% drop in their cost per conversion!

Obviously, the challenge with this strategy is that you can’t always have a limited time offer running. Does this mean you shouldn’t run Google Ads when there’s no special offer running? 

Not necessarily, if your campaign still generates a profitable cost per conversion without the limited time offer then it may make sense to continue running it when you don’t have a LTO running and just pause it when you’re running a LTO.