How to Optimize a Google Ad Campaign to Increase Store Foot Traffic

I recently came across a fella that was managing a local mattress store. He was running a Google Ad campaign and was wondering how to get cheaper clicks. He was struggling to compete with the bigger 'direct to consumer' mattress brands that have more money to spend on advertising.

After learning more about the situation, it turns out he wasn't tracking anything as a conversion on the campaign. He was simply focusing on the cost per click metric with the ultimate goal of driving more foot traffic to his store.

He had no clue which keywords were driving the most sales for his business or even what the return on ad spend for the campaign was.

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