The number of businesses advertising on Google grows every single year, which means the cost of getting in front of potential customers grows, too. For 3 of our regional plumbing clients, the increased competition compressed their paid search profit margins—so, the Gemini team needed to come up with alternative ways to generate leads.
Leads from paid search campaigns are commonly generated from two groups: customers who are actively searching for your brand or customers who are searching for your product or service. However, for our plumbing clients, we saw a third, cost-effective, lead-generating opportunity: competitor conquesting.
What is Competitor Conquesting?
Competitor conquesting is the strategy of bidding on your top competitors’ brand terms in an effort to present an alternative service to the customer in Google search results.