Most advertisers run a single Google Search campaign and call it a day.
One campaign, one goal, one endless grind to squeeze out better performance.
That’s fine – until it isn’t.
Because if you’re seeing rising CPCs, messy conversion data, or inconsistent ROAS, chances are your strategy is doing just enough to survive, not scale.
We do things differently. We run two Search campaigns – and together, they’ve been dropping CPCs by over 50% while lifting conversions across the board.
We call it the Feeder Strategy.
Why Two Campaigns Are Better Than One
Think of it like a two-part engine. One fuels the other. Campaign One sets the stage, Campaign Two takes the spotlight.
Instead of overloading one campaign with too many goals and signals, you split intent, budget, and learning between two tightly controlled systems.
Here’s the breakdown.
Campaign 1: Maximise Clicks + Exact Match + Fake Goal
This is your Feeder Campaign – low-cost, high-control, and built to train the algorithm.
- Bidding Strategy: Maximise Clicks
- Match Type: Exact Match only
- Conversion Goal: A fake or low-impact conversion (think: newsletter sign-up, YouTube subscribe, or time-on-site)
Why the fake goal? Because we don’t want Google optimising for expensive conversions just yet. We want volume, consistency, and clean traffic – no inflated CPCs.
This campaign focuses on your highest-intent keywords, but without letting Google overthink it. You’re essentially telling the algorithm:
“Send me users who actually searched for what I sell – but don’t over-optimise just yet.”
You’re warming up the system with real searchers, cheap clicks, and reliable signals. And crucially, you’re building an audience pool of people who are actually interested.
Campaign 2: Broad Match + Target CPA or ROAS + Real Goal
Now we let the machine do what it does best – scale.
- Bidding Strategy: Target CPA or Target ROAS
- Match Type: Broad Match
- Conversion Goal: Your real goal (form fills, phone calls, purchases)
This campaign is fuelled by everything Campaign 1 learned. Because your account now has a steady flow of clean, high-intent traffic, Google has better signals to optimise with.
The result? Better conversion rates, lower CPCs, and stronger ROAS.
Budget split? Keep it simple:
- 20% goes to the Feeder
- 80% goes to the Broad campaign
Why It Works
The Feeder Strategy removes the noise. Most campaigns are chaotic – multiple match types, mixed intent, half-baked data. No wonder Google struggles to optimise.
By separating campaigns by intent and data quality, you take back control.
- Campaign 1: Feeds the algorithm smart signals, cheaply
- Campaign 2: Uses those signals to convert at scale
You’re essentially outsmarting the system by giving it better ingredients. Cleaner input equals cleaner output.
