Question 1

Is RM55 a reasonable cost per conversion for B2B industrial products?

Accepted Answer

In most cases, yes. B2B industrial enquiries often lead to contracts or repeat orders worth many times the cost of acquiring the initial lead. The key question is not whether RM55 is high or low in absolute terms, but what the average lifetime value of a converted customer is. If a single order averages RM2,000 or more, and there is reasonable repeat business, RM55 per enquiry represents an excellent return.

Question 2

What is the difference between lost IS due to budget and lost IS due to rank?

Accepted Answer

Lost IS due to budget means the campaign's daily spend limit was reached before all eligible auctions could be entered — essentially, the ads were switched off because the money ran out. Lost IS due to rank means the campaign entered the auction but did not bid high enough (or have a strong enough Quality Score) to win a visible placement. Both reduce visibility, but they require different fixes: budget lost IS needs more spend, while rank lost IS needs better bidding or ad quality.

Question 3

When should a single-campaign account be expanded into multiple campaigns?

Accepted Answer

The right time to expand is when the single campaign's data clearly shows that different product or audience segments behave differently — different conversion rates, different CPCs, or different search intent patterns. If 80% of conversions are coming from one product category, that category deserves its own campaign with its own budget and bidding logic. For the client, once the impression share problem is resolved and more data is available, a product-segmented expansion becomes the natural next step.

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