EP. 239: Jeff Coleman - How One Messaging Change Lifted Conversion Rates by 7%

-Jeff Coleman has been running Google Ads campaigns since 2004, back when clicks cost 25 cents and keywords were king. In this episode, Jeff breaks down exactly how search advertising has changed, what most campaigns are getting wrong right now, and the proven approach his team uses to build consistent lead engines for service businesses. If you are spending money on Google Ads or thinking about it, this one will save you a lot of wasted budget. What We Cover: - Why persona research matters more than keyword research before you ever launch - How to use AI to pull out what your existing customers actually value about your business - The messaging shift that lifted one client's click-through rate by 2-3% and conversion rate by 6-7% - Why Google's "exact match" is not what it used to be and how to protect your budget Negative keywords: why top campaigns have 1,000+ and what happens when you skip this step - The conversion tracking mistake that trains Google to send you the wrong leads - A/B testing timelines, how many ad variants to run, and when you have enough data - Landing page fundamentals that move conversion rates - How to scale Google Ads spend without destroying your cost per lead - Google vs. Microsoft Ads and when each makes sense - Real benchmarks: click-through rates, cost per lead, and landing page conversion rates for 2026 Connect with Jeff Coleman: Website: factorfour.com LinkedIn: https://www.linkedin.com/in/jeffcoleman21/ Connect with Digital Niche Agency: Website: www.digitalnicheagency.com LinkedIn: https://www.linkedin.com/company/digital-niche-agency/ Subscribe to Test. Optimize. Scale. for weekly conversations on growth marketing, business strategy, and what is actually working right now.