Business Profile Setup

The Business Profile is a structured form that tells AI about your client's business, goals, and constraints. Spending 10 minutes to complete it makes every AI recommendation 3-5x more relevant. This guide explains every field, provides examples, and shows you how to get maximum value from your profile.

What You'll Learn

Time needed: 15 minutes to read, 10 minutes to fill out

Why Fill Out Business Profile?

The Difference It Makes

Without Business Profile:

You: "Is my $50 CPA good?"
AI: "CPAs vary by industry. You should compare to your goals."
(Generic, not actionable)

With Business Profile (target CPA: $40):

You: "Is my $50 CPA good?"
AI: "Your $50 CPA is 25% above your $40 target. This costs
you approximately $560/month in lost efficiency.

To reach target:
1. Improve QS on top 12 keywords (currently 4.8 avg)
2. Add 15 negative keywords ($280/mo waste identified)
3. Pause Display campaign ($85 CPA vs $40 target)

Expected result: CPA drops to $38-42 range."
(Specific, actionable, quantified)

ROI of 10 Minutes

Time investment: 10 minutes to fill out

Returns:

Payback: First AI conversation

Accessing Business Profile

Per-Client Profile

Location: Client Details → Business Profile button (in sidebar)

Applies to: This client only

Use when: Setting up new client or updating goals

Global Business Profile

Location: Main Settings → Business Profile

Applies to: Your agency/company

Use when: Setting agency-wide defaults

Note: Client-specific profiles take precedence over global defaults

Business Profile Fields

Field 1: Industry

What it is: The business vertical or industry sector

Why it matters:

Options (with typical CPCs):

Example impact:

Industry: Legal (set)
AI knows: High CPC is normal, long sales cycle, lead quality > volume

Industry: E-commerce (set)
AI knows: Low CPC expected, high volume, optimize for ROAS

Field 2: Business Type

What it is: Business model and sales approach

Why it matters:

Options:

Example impact:

Business Type: B2B
AI recommends: LinkedIn remarketing, thought leadership, long nurture

Business Type: E-commerce
AI recommends: Shopping campaigns, remarketing, product feed optimization

Field 3: Company Size

What it is: Number of employees or business scale

Why it matters:

Options:

Example impact:

Size: Solo
AI won't suggest: Complex reporting systems, large team workflows

Size: Enterprise
AI will suggest: Multiple account structures, advanced attribution

Field 4: Target Audience

What it is: Who you're trying to reach (free text, 2-3 sentences)

Why it matters:

Good examples:

B2B Professional Services:

"CFOs and finance directors at mid-market companies ($10M-$500M
revenue) looking for fractional CFO services and financial
strategy consulting."

Local Home Services:

"Homeowners in the Dallas metro area needing emergency plumbing
repairs, water heater installation, or pipe replacement. Focus
on residential, not commercial."

E-commerce:

"Women aged 25-45 interested in sustainable fashion, organic
clothing, and eco-friendly accessories. Price-conscious but
willing to pay premium for quality."

SaaS:

"Marketing managers at SMBs (50-500 employees) looking for email
marketing automation, CRM integration, and lead nurturing tools.
Tech-savvy, comparing multiple solutions."

Bad examples:

❌ "Everyone who needs our product"
❌ "Business owners"
❌ "People in the US"

Be specific: Demographics, pain points, decision-makers

Field 5: Business Goals

What it is: Primary objectives for Google Ads (free text, 2-4 sentences)

Why it matters:

Good examples:

Lead Generation:

"Generate 50+ qualified leads per month at $80 CPA or less.
Lead quality is critical - prefer fewer high-quality leads
over high volume. Focus on commercial intent keywords."

E-commerce:

"Achieve 4.5+ ROAS across all campaigns with emphasis on
repeat customers. Growing average order value from $85 to
$100+ is secondary goal. Profitable growth over volume."

Brand Awareness:

"Increase brand search volume by 25% over next 6 months.
Impression share on branded terms should be 90%+. Willing
to accept higher CPA for awareness campaigns."

Local Services:

"Drive 80+ phone calls per month from qualified homeowners
needing emergency repairs. Geographic focus on immediate
service area (20-mile radius). After-hours calls are lower
quality."

Bad examples:

❌ "Make money"
❌ "Get more customers"
❌ "Increase sales"

Be specific: Quantify goals, prioritize if multiple objectives

Field 6: Target CPA (Cost Per Acquisition)

What it is: Maximum amount you're willing to pay for one conversion

Why it matters (CRITICAL):

How to set it:

Method 1: Profitability-based (ideal):

Customer Lifetime Value: $500
Profit margin: 40%
Target CPA: $500 × 40% × 50% = $100
(50% = reasonable ad spend vs LTV ratio)

Method 2: Current performance (fallback):

Current average CPA: $65
Competitive but achievable target: $55 (15% improvement)

Method 3: Industry benchmark:

Legal services: $150-$300 typical
Set target: $200 (mid-range)

Examples by industry:

Important: Be realistic, not aspirational

If you don't know: Leave blank initially, fill in after 30 days of data

Field 7: Target ROAS (Return on Ad Spend)

What it is: Revenue returned for every dollar spent on ads

Why it matters:

Formula: Revenue ÷ Ad Spend = ROAS

Example:

Ad spend: $1,000
Revenue: $4,500
ROAS: 4.5 (or 450%)

How to set it:

Method 1: Profitability breakeven:

Profit margin: 40%
Breakeven ROAS: 1 ÷ 0.40 = 2.5
Target ROAS: 3.5 (profitable with buffer)

Method 2: Current performance plus margin:

Current ROAS: 3.2
Target ROAS: 3.8 (20% improvement goal)

Benchmarks by industry:

When to use (instead of CPA):

When to use CPA instead:

Field 8: Monthly Budget

What it is: Total monthly ad spend across all campaigns

Why it matters (CRITICAL):

How to set it:

Daily budget: $100/day
Monthly budget: $100 × 30.5 = $3,050
(Use 30.5 average days/month)

If budget varies by month:

Enter: Average monthly budget
Note in Business Goals: "Budget 2x higher Nov-Dec for holiday"

Examples by scale:

Impact on recommendations:

Budget: $2,000/month (set)
AI won't suggest: "Launch Shopping + Video + Display simultaneously"
AI will suggest: "Focus budget on highest-ROI Search campaigns"

Budget: $50,000/month (set)
AI will suggest: "Expand to Shopping, test Performance Max, build remarketing"

Field 9: Website URL

What it is: Your client's primary website

Why it matters:

Format: https://example.com

AI analyzes (during initial setup):

Note: Analysis happens once at setup, not continuously

Field 10: Main Products/Services

What it is: What you sell or offer (free text, 2-4 bullet points)

Why it matters:

Good examples:

Professional Services:

- Fractional CFO services
- Financial forecasting and planning
- M&A advisory and due diligence
- Cash flow management

E-commerce:

- Organic women's clothing (dresses, tops, pants)
- Sustainable accessories (bags, jewelry)
- Eco-friendly home goods
- Gift bundles and curated collections

SaaS:

- Email marketing automation platform
- CRM integration (Salesforce, HubSpot)
- Lead scoring and nurturing
- Analytics and reporting dashboards

Home Services:

- Emergency plumbing repairs (24/7)
- Water heater installation and replacement
- Pipe repair and repiping
- Drain cleaning and sewer line services

Bad examples:

❌ "We do marketing"
❌ "Various services"
❌ "Check our website"

Be specific: Include product categories, service types, unique offerings

Complete Profile Examples

Example 1: Local Home Services

BUSINESS PROFILE: ABC Plumbing

Industry: Home Services
Business Type: Local Services
Company Size: Small (8 employees)

Target Audience:
"Homeowners in Phoenix metro area needing emergency plumbing
repairs, water heater installation, or pipe replacement.
Residential focus (not commercial). Age 35-65, homeowners
not renters."

Business Goals:
"Generate 80+ phone calls per month from qualified local
homeowners at $60 CPA or less. Emergency calls (water leaks,
burst pipes) are highest priority. Prefer quality over
volume - must be within 20-mile service area."

Target CPA: $60
Target ROAS: (blank - not applicable)
Monthly Budget: $4,800

Website: https://abcplumbing.com

Main Products/Services:
- Emergency plumbing repairs (24/7 availability)
- Water heater installation and replacement
- Pipe repair, repiping, and slab leak detection
- Drain cleaning and sewer line services
- Fixture installation (faucets, toilets, sinks)

AI will now:

Example 2: B2B SaaS

BUSINESS PROFILE: MarketFlow Software

Industry: SaaS
Business Type: B2B
Company Size: Medium (35 employees)

Target Audience:
"Marketing managers and directors at SMBs (50-500 employees)
looking for email marketing automation, lead nurturing, and
CRM integration. Tech-savvy decision-makers, comparing
3-5 solutions, typical 60-90 day sales cycle."

Business Goals:
"Generate 25+ qualified demo requests per month at $180 CPA
or less. Lead quality critical - need budget authority and
immediate need (not tire-kickers). Secondary goal: build
brand awareness in martech space."

Target CPA: $180
Target ROAS: (blank - lead gen model)
Monthly Budget: $8,500

Website: https://marketflowsoftware.com

Main Products/Services:
- Email marketing automation platform
- Lead scoring and nurturing workflows
- CRM integrations (Salesforce, HubSpot, Pipedrive)
- Marketing analytics and reporting dashboards
- A/B testing and optimization tools

AI will now:

Example 3: E-commerce

BUSINESS PROFILE: EcoWear Clothing

Industry: E-commerce
Business Type: E-commerce
Company Size: Small (12 employees)

Target Audience:
"Women aged 25-45 interested in sustainable fashion, organic
clothing, and eco-friendly accessories. Environmentally
conscious, willing to pay 20-30% premium for quality and
sustainability. Shopping across multiple channels."

Business Goals:
"Achieve 4.5+ ROAS across all campaigns. Average order value
currently $92, goal is $110+. Prioritize repeat customers
and customer lifetime value over one-time buyers. Profitable
growth, not just revenue growth."

Target CPA: (blank - using ROAS)
Target ROAS: 4.5
Monthly Budget: $12,000

Website: https://ecowearclothing.com

Main Products/Services:
- Organic cotton dresses, tops, and pants for women
- Sustainable accessories (recycled bags, eco-jewelry)
- Bamboo and hemp activewear
- Eco-friendly gift bundles and curated collections
- Plus-size sustainable fashion line

AI will now:

When to Update Business Profile

Update when goals change

Examples:

Target CPA decreased: $80 → $65 (efficiency push)
Budget increased: $5K → $10K/month (expansion)
Strategy shift: Lead volume → Lead quality focus

Impact: AI immediately uses new targets

Update when business evolves

Examples:

Expanded services: Added "emergency 24/7" to offerings
New audience: Now targeting enterprise, not just SMB
Seasonal shift: Holiday budget 3x normal

Impact: AI recommendations realign

Quarterly review recommended

Every 3 months:

  1. Review all fields
  2. Update if business changed
  3. Verify targets still accurate
  4. Add new products/services

Time: 5 minutes to review

Common Mistakes

Mistake 1: Leaving Target CPA blank

Problem: AI can't judge performance

Example:

Actual CPA: $85
AI: "Your CPA is $85" (no context if good/bad)

With target ($65):
AI: "Your $85 CPA is 31% above target, costing $420/month..."

Fix: Set target based on profitability or current average

Mistake 2: Aspirational targets

Bad:

Current CPA: $90
Target: $30 (unrealistic 67% drop)

Good:

Current CPA: $90
Target: $75 (achievable 17% improvement)

Why: Aspirational targets make all alerts high-severity (constant noise)

Mistake 3: Too vague audience description

Bad: "Business owners in the US"

Good: "CFOs at $10-500M revenue manufacturing companies in the Midwest, looking for financial planning and cost reduction consulting"

Impact: Vague = generic AI recommendations

Mistake 4: Never updating profile

Problem: Business evolves, profile doesn't

Example:

Profile says: Monthly budget $5K
Reality: Budget now $12K (2x growth)

AI still thinks: "Can't recommend expansion, budget is $5K"

Fix: Quarterly review and update

Advanced: Multiple Profiles

When You Need Multiple

Use case 1: Seasonal businesses:

Profile A: "Summer Season" (high budget, growth focus)
Profile B: "Winter Season" (low budget, efficiency focus)

Use case 2: Different business units:

Profile A: "Service Division" (B2B, long cycle, high CPA)
Profile B: "Product Division" (B2C, short cycle, low CPA)

Current limitation: One profile per client

Workaround: Use Custom Context for temporary overrides

Tips & Best Practices

Be specific, not generic

Generic: "Get customers" Specific: "Generate 50+ qualified HVAC installation leads per month at $95 CPA"

Quantify everything possible

Vague: "Increase ROI" Quantified: "Achieve 4.5+ ROAS"

Update immediately when strategy changes

Don't wait for quarterly review if major change happens:

Update takes 3 minutes, AI benefits immediately

Use Business Goals for context

Include strategic nuances:

"Lead quality is more important than volume - we can only
handle 60 leads/month, so prefer 40 excellent leads over
100 mediocre leads."

This context helps AI prioritize correctly

Common Questions

Q: Do I need to fill out every field? A: No, but Target CPA, Monthly Budget, and Business Goals are most critical for good AI.

Q: Can I change targets later? A: Yes, update anytime. AI uses latest values immediately.

Q: What if I don't know my target CPA yet? A: Leave blank for first 30 days, then set based on actual performance average.

Q: Should target CPA be my current CPA or goal CPA? A: Goal CPA (slightly better than current). If current is $80, set target to $70-75.

Q: Can I use both CPA and ROAS? A: Pick one. Use ROAS if you have revenue tracking, CPA if you don't.

Q: How often should I update profile? A: Quarterly review, or immediately when major changes occur.

Next Steps

Maximize AI effectiveness with these guides:

Fill out Business Profile now - 10 minutes for 3-5x better AI

Start with critical fields - Target CPA, Budget, Goals

Review quarterly - Keep profile current as business evolves

Last Updated: October 4, 2025