Google’s algorithm change in March yielded significant performance changes across campaigns and the greater JAN-PRO network. Based on aggregate performance data across the country, we are recommending the following revised budget allocations:
| Market Size | |||
| Tier 1 | Current | Previous | |
| Google Ads | 3k – 5k | 4.5k – 6.5k | |
| Bing Ads | $300 | $300 | |
| LSAs | $1,200 | $1,500 | |
| Tier 2 | |||
| Google Ads | 1.5k – 4k | 2.5k – 4.5k | |
| Bing Ads | $300 | $300 | |
| LSAs | $750 | $1,200 | |
| Tier 3 | |||
| Google Ads | 1k – 2.5k | 1.5k – 2.5k | |
| Bing Ads | $200 | $300 | |
| LSAs | $500 | $1,000 | |
| Tier 4 | |||
| Google Ads | 1k | 1k | |
| Bing Ads | $200 | $300 | |
| LSAs | $350 | $500 |
In most scenarios, these budget changes are a retraction from historically recommended spend. These recommendations are made in order to maintain a healthy cost per conversion, and adequate spend maintain a predominant market position.
In addition to budget allocations, Google strategy is also shifting to account for different campaign types within its search product. Please see below revised campaign structuring in line with recent Google changes:
Need account leads | Budget Allocation | |
| Accounts Campaign | 80% | |
| Performance Max (accounts) | 20% | |
| Franchise | 0% | |
| Need both | ||
| Accounts Campaign | 50% | |
| Performance Max (accounts) | 25% | |
| Franchise | 25% | |
Need franchise leads | ||
| Accounts Campaign | 0% | |
| Performance Max (franchise) | 20% | |
| Franchise | 80% |