In Google Ads, daily budgets are set at the campaign level.
So, to optimize ad spend, marketers should create separate campaigns for each region. This is
important because bidding for keywords varies across regions, with larger regions like New York,
London, and Mumbai being more competitive. By splitting more competitive markets from less
competitive ones, advertising costs can be significantly reduced. Additionally, advertisers’
priorities, such as their messages and target audiences, tend to differ across regions. Therefore,
creating separate campaigns allows advertisers to tailor their ads to each region’s unique needs and
preferences.
Google Ads offer three pricing models:
- CPC (cost per click) — the most preferred option where advertiser pays
only if the user clicks the ad and is directed to the landing page.
- CPA (cost per acquisition) — advertiser pays for acquisitions such as purchases,
leads and sign-ups, delivered by ad.
- CPL (cost per lead) — advertiser pays on basis of leads delivered by ad.
