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402 – Remodelers, Here’s How to Shift from Large Paid Ads Budgets to Organic Leads – FLASHBACK

⏱️ 9:57
AUDIO EPISODE
402 – Remodelers, Here’s How to Shift from Large Paid Ads Budgets to Organic Leads – FLASHBACK
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Chapters

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  • 0:00
    Shifting Marketing Budgets
    Introduction to the episode's focus on transitioning from paid ads to organic marketing strategies for remodelers.
  • 0:27
    Why Reduce Paid Ads?
    Examines the underlying reasons remodelers might want to reduce a substantial paid ads budget, even if it appears to be working.
  • 2:08
    Option 1: Slice Paid Ads Budget
    Discusses the approach of immediately cutting paid ad spending to fund organic efforts, and the associated risks.
  • 2:50
    Option 2: Add to Marketing Budget
    Recommends increasing the overall marketing budget to invest in organic channels while maintaining current paid ad spend.
  • 3:55
    Measuring Lead Acquisition Costs
    Highlights the importance of measuring the cost to acquire a customer for both paid and organic channels.
  • 6:01
    Fixing vs. Starting New Channels
    Explores whether to optimize existing underperforming channels or to pursue entirely new marketing avenues.
  • 6:49
    Importance of Data & Tracking
    Emphasizes that good data and tracking are crucial for making informed marketing budget decisions.

Key Takeaways

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Before reducing a paid ads budget, evaluate if the channel is truly working by calculating the 'cost to acquire a customer,' not just 'cost per lead.'

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If a paid ad channel is profitable and meeting your criteria, consider scaling it up rather than reducing it, as finding effective channels is challenging.

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When transitioning to organic, either immediately reallocate funds from paid ads (risking a lead dip) or, preferably, add to your total marketing budget to build organic without sacrificing current lead flow.

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Diversity your marketing channels; maintaining both profitable paid ads and a growing organic presence can lead to a lower blended cost of customer acquisition.

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Regularly track your numbers for all marketing efforts to make data-driven decisions; avoid 'guessing and feeling' about budget allocation.

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If a channel isn't performing as expected, consider if 'fixing it' (optimizing ads, landing pages) is easier and more effective than immediately abandoning it for a new channel.

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