Even though this might sound weird, pausing paid search can be a great source of data for your HVAC business.
Senior Paid Search Analyst at Uproar, John Smith say that PPC professionals will measure some variations of total revenue over total cost, saying, “if it’s high, we’re doing well. If not, we rethink and rework until we hit the ROAS we want.”
As I said, in many cases, pausing paid search could cause problems, but if you do it well, it can be a great estimate of efficacy.
“The problem is that number doesn’t tell us much. It doesn’t tell us if we actually lost money buying users who would have converted anyway. And it doesn’t show what might have happened if we simply didn’t spend,” said Smith.