How to profit from “unprofitable” keywords

If you’re dealing with high Google Ads CPCs, I’ve got an idea for you.

It’s a simple way to lower costs and create more room for your campaigns to scale.

Here's the thing.

No matter what industry you're in, you'll run into valuable… but expensive keywords.

Especially in competitive markets like supplements or apparel.

That leaves brands with a tough decision:

• Either accept the high costs and barely make any profit

• Or skip that traffic altogether

Of course, there are plenty of optimizations that can reduce CPCs.

But let’s be honest, your competitors are probably doing most of those too…

Except…

There’s one strategy that I’ve seen very few brands implement properly.

Now, one way to lower CPCs is by improving a metric Google calls “Landing Page Experience.”

It’s basically how Google measures the relevance and quality of the page users land on.

A lot of brands know this.

And they’ll tweak some copy, adjust headlines, or run a few CRO tests.

Those things help…

But they’re usually not the biggest lever.

For many keywords, the real unlock comes from using a new landing page format.

A page that better matches the search intent and translates that into higher conversion rates.

Let me show you with a real example:

We work with a supplement brand… a saturated market with new players coming in every day.

When they first launched Search campaigns for core keywords like “grounding sheets,” they used standard product pages.

The issue is…

People are more skeptical about supplements.

It's hard for someone to trust a brand they’ve never heard of just from a product page.

As a result, their average CPC sat at $4.87, and their campaigns were unprofitable.

This wouldn’t cut it since they had little returning business.

So our landing page department tried a new approach.

We built a page that looks like educational content… a listicle that builds trust and credibility while subtly promoting our product.

Within 2 months, we dropped the average CPC to $1.87 and pushed the conversion rate up to 3.24%.

More importantly…

That became their first profitable prospecting campaign.

It gradually shifted their account from relying on branded traffic to spending mostly on prospecting traffic.

All we changed was one part of the funnel.

It shows you how much scale you can unlock just by optimizing your landing page strategy.

This is especially critical in Search Ads, where you're dealing with a wide range of searches that have completely different intents.

Many brands give up on valuable keywords because they seem:

1. Too broad (like “how to lose weight”)

2. Not relevant (like searches for competitor products)

3. Too competitive (like “protein powder”)

But it’s rarely the audience that’s unprofitable.

It’s how you capture them.

Think of every keyword category as a locked door. and your landing page as the key.

The way to unlock each door is to use the key designed specifically for it.

That’s how we’ve helped brands unlock high-value but tough-to-crack keywords… and generate 6, 7 figures in revenue returns from them.

If you’d like to see what opportunities you can unlock with the right landing page strategy…

Grab a call with us here.

We’ll do an in-depth audit of your account and provide a personalized 90-day roadmap to help you scale.

Jackson

Founder and CEO of Echelonn.

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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