Atlanta cut weekly spend 60% and raised its return to 49x
When The Dump’s Atlanta store went into the weekly scorecard, non-branded search was spending heavily on shoppers who searched for competitors and rarely came in. Woods Marketing cut that spend back, tightened branded search and let Performance Max carry discovery.
ad spend
up from 43.9x
down from $5.71
search spend
Compares the scorecard weeks of May 25–31 and Sep 28 – Oct 4, 2026. Non-branded spend compares the May 18–25 Atlanta overview with Sep 28 – Oct 4.
Paying for competitor shoppers
In the week of May 18–25, Atlanta’s non-branded search spent $5,860 for 38 conversions, a $153 cost per conversion. Search terms were full of competitor names: Rooms To Go, Ashley, Wayfair, IKEA, Pottery Barn.
Branded search was healthy, with a 30% click-through rate and about 70% impression share, and 80% of non-branded cost came from mobile phones.
Spend where buyers are
Non-branded search spend
Branded search cost per conversion
Atlanta weekly spend
Atlanta return on ad spend
Shift budget from competitor clicks to proven intent
Negative out competitor-only searches
Searches for other furniture brands come out unless they convert.
Split out the highest-intent terms
“Furniture stores near me”, “furniture outlet” and “buy furniture” get tighter ad groups with their own copy.
Let Performance Max carry discovery
Performance Max drove $187,736 of Atlanta’s $224,169 conversion value in the week of Sep 28 at a $3.19 cost per conversion.
Kept branded search strong
Exact branded terms like “the dump atlanta” held a 32% click-through rate and 69% impression share.
Stop renting other brands’ shoppers
Competitor names aren’t your buyers
Most competitor searches were people looking for that store. Cutting them freed budget without losing visits.
Design for the phone
80% of non-branded cost and 86% of conversions came from mobile, so landing pages and call paths were built for phones first.
Each campaign has a job
Branded search protects the name, Performance Max finds new shoppers, and non-branded search covers only the terms that prove themselves.
Source: Atlanta non-branded and branded search campaign overviews for May 18–25, 2026 (from Google Ads screenshots), and The Dump/Haynes weekly scorecards for May 25–31 and Sep 28 – Oct 4, 2026. Cost per conversion uses total conversions reported by Google Ads.
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