We live in a multi-device world. Your customer might search for your product on their phone while commuting on the Luas in the morning, research it on their work laptop during lunch, and finally buy it on a tablet while sitting on the sofa in the evening. Each of these devices represents a different "context" and a different level of intent. A "one size fits all" bid strategy ignores this reality and leaves money on the table. Social Media Infinity uses "Device Adjustments" to tailor your strategy to the user's specific context.

The primary benefit of this approach is cost efficiency. Mobile traffic is often cheaper but converts at a lower rate for complex purchases. Desktop traffic is more expensive but converts higher for B2B services. By utilising Google Ads Management Services Dublin, we can set specific bids for each. We might bid -20% on mobile to conserve budget and +30% on desktop to ensure we dominate the screen when the user is in "work mode" and ready to fill out a lead form.

However, for local service businesses like restaurants or emergency repairs, mobile is king. In this context, a mobile search usually means "I need this now." Here, we flip the strategy. We bid aggressively on mobile to ensure we are in the top spot. We use "Call Extensions" to allow the user to dial directly from the search results without even visiting the website. We remove friction.

We also tailor the ad copy to the device. On mobile, we use shorter, punchier headlines and focus on convenience. "Call Now - Open 24/7." On desktop, we use more descriptive copy and focus on features and benefits. "Download Our Comprehensive Guide." This ensures the message matches the mindset of the user at that exact moment.

By respecting the device, you respect the user. You meet them where they are, with the right message and the right bid. This granular control is what separates professional campaigns from amateur ones.

Stop wasting money on the wrong screen. Let us build a strategy that fits your customer's life.

Stop donating your budget to Google and start investing in leads with Social Media Infinity.

socialmediainfinity.ie/google-ads-management/