Use this framework: Follow the steps in order. If tracking is broken, every optimization becomes guessing. Once signals are clean, scale with controlled tests.

Table of Contents

North Star metrics (ROAS + profit)

ROAS is useful, but profit is the real goal. Before optimizing, lock your “truth” numbers: gross margin, AOV, LTV, refund rate, and delivery/ops costs.

Minimum viable ROAS

Calculate break-even ROAS using margin and costs. Example: if margin is 40%, your break-even ROAS is higher than a 70% margin business.

Lead-gen ROAS

For services, replace ROAS with cost per qualified lead + lead-to-sale rate. Track calls + WhatsApp + forms with quality scoring.

Case setup: Haryana market context

Haryana campaigns often have mixed intent because users search across: price, near me, best, brand, and fast “call now” decisions. ROAS improves when we separate these intents and bid differently.

Step 1: Tracking & measurement (no compromise)

  1. Conversion actions: purchases/leads, calls, WhatsApp clicks, form submits.
  2. Value tracking: pass purchase value OR lead value tiers (Qualified = ₹X, Not qualified = ₹0).
  3. UTM discipline: every campaign/adgroup uses consistent UTM naming.
  4. Call tracking: track call clicks + call duration threshold (e.g., 45–60 sec = qualified).
  5. Offline conversions (service businesses): upload closed-won leads back to Google Ads.

Step 2: Campaign structure that protects ROAS

  • Brand search separate (defensive + cheap ROAS).
  • High-intent non-brand search separate (“buy”, “price”, “book”, “near me”).
  • Mid-intent separate (research queries; controlled budgets).
  • Remarketing separate (higher ROAS, tighter frequency).
  • PMax only after tracking is clean; exclude brand if needed.

Step 3: Search intent & query control

  1. Search terms audit weekly: add negatives aggressively.
  2. Match type strategy: start tighter (phrase/exact) for ROAS stability, expand later.
  3. Location control: Haryana-focused radius + exclude irrelevant geos.
  4. Ad schedule: bid higher during conversion hours; cut low-quality hours.
  5. Device split: if mobile converts better, shift budgets accordingly.

Step 4: Bidding & budget rules (2026)

Use Smart Bidding only when conversion signals are strong. If volume is low, stabilize with manual CPC or Max Clicks temporarily while you fix conversion rate.

  • Target ROAS: best for eCommerce with reliable purchase values.
  • Max Conversions: best for lead gen with quality-based conversion setup.
  • Budget shifts: move 10–20% at a time, not 100% swings.
  • Learning periods: avoid constant changes; run tests in 7–14 day windows.

Step 5: Ads, offers & creatives

  • Message match: ad headline must match the exact search intent.
  • Offer clarity: pricing, packages, EMI, consultation, delivery timeline.
  • Trust proof: ratings, testimonials, guarantees, certifications.
  • Ad assets: sitelinks, callouts, structured snippets, price assets (where relevant).
  • Local hooks: “Serving Gurugram/Faridabad/Panipat” improves CTR & trust.

Step 6: Landing page & CRO improvements

  1. Speed: fast mobile load; compress images; remove heavy sliders.
  2. Above-fold conversion: CTA button + call/WhatsApp visible instantly.
  3. Proof: reviews, case results, before/after, client logos.
  4. Friction reduction: fewer form fields; one clear next step.
  5. Intent pages: separate pages for “pricing”, “near me”, “brand vs competitor”.

Step 7: Scale plan (safe growth)

Scale winners

Increase budgets for the best ROAS segments first: brand, remarketing, high-intent exact/phrase, best-selling SKUs/services.

Test new growth

Run controlled experiments: new creatives, new offers, new landing pages, new geos inside Haryana.

Reusable case template (copy/paste)

CASE FRAMEWORK TEMPLATE:

1) Business & Offer: Industry, Haryana cities served, product/service, margin/AOV/LTV.
2) Goal: Target ROAS / Target CPL / Target CAC + timeline.
3) Tracking Setup: Conversions, value rules, call/WhatsApp tracking, offline imports.
4) Baseline Snapshot (Last 30 days): Spend, Revenue, ROAS, CPA, CVR, AOV, Top campaigns.
5) Leak Diagnosis: Where ROAS drops (search terms, devices, locations, landing pages, creatives).
6) Actions Taken: Negatives, restructure, bidding change, budget reallocation, new LP, new creatives.
7) Results: ROAS/CPL change, conversion rate lift, lead quality lift, revenue lift.
8) Scale Plan: next 30–60 days roadmap, what to expand, what to pause, testing pipeline.

Conclusion

Haryana ROAS wins come from a simple rule: fix signals → cut waste → focus on intent → improve conversion → scale winners. Use this framework as your playbook for any Google Ads account—eCommerce or lead-gen.

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