Lunch Hour Legal Marketing Don’t Get Duped: How to Spot BS Marketing Metrics
Nov 26, 2025
Learn how marketing agencies can sometimes twist underperforming campaigns into apparent successes. Uncover the importance of understanding your marketing data to avoid costly decisions. Delve into the significance of NAP consistency and whether using call tracking numbers can cause issues. Discover how agencies may misattribute credit and why separating branded from non-branded traffic is essential. Finally, gain tips on securing access to your ad accounts for transparency.
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Google Conflation Skews Performance
- Google now conflates brand and non-brand search intent, making reporting misleading.
- That conflation lets agencies hide poor non-brand performance behind cheap branded clicks.
Branded Clicks Distort Cost Metrics
- Branded clicks historically cost far less and convert much better than non-branded high-intent keywords.
- Averaging both can make poor-performing non-brand campaigns look successful on paper.
Audit Match Types And Segment Campaigns
- Audit keyword match types (broad, phrase, exact) and review actual search queries triggering ads.
- Segment branded and non-branded campaigns to avoid averaging cheap branded clicks with expensive non-brand leads.