Balance paid and organic search in Delhi

The decision

An appliance repair chain pauses brand search ads in a comparable test area. Qualified bookings fall from 280 to 260 while the area saves ₹18,000. Each completed booking contributes ₹600 on average.

Should brand search ads return at the same budget?

Worked solution

Reveal the visual and solution

1. Track total qualified bookings across paid, organic and direct traffic. Use a matched area or alternating periods to check weather and demand effects.
2. Estimated contribution protected by ads is 20 × ₹600 = ₹12,000 if all bookings complete. The ₹18,000 spend exceeds that by ₹6,000.
3. Improve organic location pages and test narrower paid coverage for queries or areas where incremental completed jobs cover spend.

Review the marketing concepts

• Digital Marketing Strategy
• Search Engine Optimization (SEO) & Search Engine Marketing (SEM)