We’ve heard it before. We’ll hear it again. And 9 times out of 10, the problem isn’t Google, it’s impatience.
Let’s break down a real situation. A plumbing contractor came to us and launched a Google Ads campaign targeting mid-range keywords in the $2-$10 range. These terms were chosen by our team to attract high-intent local buyers without burning through his budget. Leads came in. Calls were happening. But instead of staying the course and letting the campaign mature (which typically takes 90-120 days), the client panicked. He scrapped our proven strategy and demanded we go after $30-$40 keywords like “emergency plumber” and “plumber near me.”
Why? Because he believed expensive meant better.
The result? A budget drained by a handful of clicks, dwindling leads, and eventually, no surprise, he shut the whole campaign down.
What Really Happened? A Self-Inflicted Gunshot Wound.
There was no algorithmic failure. No broken system. This campaign didn’t collapse, it was sabotaged from the inside.
Switching strategies too early resets learning cycles, disrupts optimization, and often sends your cost-per-lead skyrocketing. Worse, it feeds a destructive mindset: “Ads don’t work for me.”
That’s not just wrong-it’s dangerous.
Advertising Isn’t a Lottery Ticket. It’s a Utility Bill.
You wouldn’t run your electric bill for 30 days, then turn it off and expect the lights to stay on. Advertising works the same way. Consistency builds recognition. Recognition builds trust. And trust converts. Successful brands in your market-Bonney Plumbing, Roto-Rooter, Boyd Plumbing- aren’t lucky. They’re relentless. They’ve been showing up in Google search results and on the airwaves for decades. They didn’t advertise for a month and quit. They built momentum over years.
And yes, it took courage.
What It Takes to Win in Google Ads
A minimum 3-month commitment before evaluating performance
A willingness to let professionals do what they do best
Patience to resist knee-jerk decisions based on short-term data
My Google ads used to work better but now they don’t!
We’re not saying never adjust. If three consecutive months show declining results, it’s time to regroup. But one week of underperformance? That’s not a trend. That’s just Tuesday.
The Bottom Line
If you’re not ready to invest with consistency, don’t start. If you’re looking for a magic bullet, you’re not looking for a marketing partner-you’re looking for a fantasy. At Creative Media Partners, we build systems that work. But we can’t out-strategize panic. And we can’t make a campaign profitable if it’s shut down before it matures. When you’re ready to build something real-and profitable-we’re here.
