1. Focus on Customer Value, Not Just Cost Per Click

Amateur advertisers fixate on lowering their cost per conversion, but seasoned experts know that increasing the lifetime value of a customer is far more effective.

For example, if a customer is worth R1,200 to your business and you’re paying R400 to acquire them, you're already at a 3X ROAS. Instead of pushing that R400 down to R200 (which can be very difficult), increasing the customer's lifetime value to R2,400 through subscriptions, loyalty programs, or upsells is much easier and more profitable.

2. Prioritise Lead Follow-Up

Many businesses fail to convert leads due to poor follow-up. Calling potential customers within 5 minutes of their inquiry can triple conversion rates. If immediate follow-up isn’t possible, ensure a structured lead nurturing process is in place, including multiple follow-up calls and emails.

3. Understand Seasonality and Market Fluctuations

South African businesses are heavily impacted by seasonality. Industries such as tourism, retail, and construction see fluctuations throughout the year. Instead of panicking over short-term changes in ad performance, assess trends over a 12-month period for a realistic view of your Google Ads effectiveness.

4. Optimise Campaigns with Enough Data

Making campaign decisions too soon can be a costly mistake. Use tools like statistical significance calculators to ensure you have enough conversion data before making adjustments. This prevents over-optimisation based on short-term performance spikes or dips.

5. Start with Search Ads, Expand to Performance Max

Search campaigns should be your foundation because they target users actively searching for your services. Once you have a solid base of conversions, expand into Performance Max campaigns, which allow Google’s AI to optimise across multiple platforms, including YouTube, Display, and Gmail.

6. Build a Strong Brand for Better Ad Performance

Brand power significantly influences ad success. Well-known brands naturally convert better because customers trust them. Invest in delivering excellent service, professional packaging, and top-tier customer support to enhance your brand perception. Over time, this will improve ad performance and reduce customer acquisition costs.

Conclusion

By focusing on customer lifetime value, strong lead follow-up, seasonality trends, data-driven decisions, and brand building, South African businesses can achieve outstanding results with Google Ads. If you need expert Google Ads management tailored to the South African market, get in touch with us today!