Most advertisers run one Google Search campaign and hope for the best.

We run two – and it’s a game changer.

This setup consistently drops cost-per-click by over 50% and drives more conversions. I call it the Feeder Strategy. Simple to implement, surprisingly effective, and ideal for anyone tired of watching their CPCs climb while leads stall.

Here’s how it works:

Campaign 1: The Feeder

  • Bidding strategy: Maximise Clicks
  • Match type: Exact
  • Conversion goal: A low-friction decoy (something like a YouTube subscription)

This campaign targets high-intent search terms, but instead of using your main conversion goal, it tracks a “fake” one. Why? Because we don’t want Google inflating your CPCs based on premium conversion data too soon.

By using a decoy, you feed Google high-quality traffic without making it chase expensive conversions. This keeps costs low and trains the algorithm with the right kind of user data.

Campaign 2: The Closer

  • Bidding strategy: Target CPA or ROAS
  • Match type: Broad
  • Conversion goal: Real business outcomes (leads, sales, phone calls)

Once Campaign 1 has gathered clean data, Campaign 2 picks up the momentum. Broad match means scale. The targeting is looser, but the algorithm now knows exactly what a high-converting user looks like – thanks to the feeder.

I usually split budget 20% to the feeder, 80% to the closer.

Real results from a recent client:

  • CPC dropped from £9.10 to £4.40
  • ROAS increased from 1.17 to 2.59
  • Cost per conversion fell from £83 to £50
  • Revenue up 38%

This isn’t a silver bullet. But it works – when set up correctly.

There are two other variations of this feeder concept that work just as well:

  1. Use Manual CPC in the feeder campaign to force efficient placements.
  2. Use Maximise Conversions instead of Clicks when you want slightly faster data feedback.

Key to making it work?
Smart exclusions in your feeder campaign. Proper conversion column tracking. Alignment between your media buyer and your sales or ops team.

If you’re only running one search campaign – you’re likely overpaying and underperforming. The Feeder Strategy gives Google the data it needs to do its job – without burning through your budget.

Test it for two weeks and watch what happens.

Post inspired by: Artur MacLellan

Topics
PPC Optimisation
Christian Horne
Written by

Christian Horne

Founder of HOC. Almost a decade in paid media, managing multi-million-pound budgets across B2C and B2B. Lives in Lancashire, hates fluff.

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