A smart approach would be to work your way to the top by generating affordable leads in a short amount of time with a small amount of budget by bidding on lower position, higher quality keywords. Then start to scale.
“My website is slow. How important is it to have a fast website and does that affect ads?”
If you are launching a new product, there are a few ideas to get it out there.
It's possible to target competitors beyond the basic competitor campaign (which is where we show an ad after someone searches for a competitor). We can do this using affinity & intent audiences (which are audiences of people who are frequently associated with the competitor's business).
Most agencies will count a call that lasts 45 seconds or longer, for example, as a conversion. But we try to minimize false leads by hiring a designated team to listens to the calls that come in from an ad and give it a score. Our call rater team also gives us the added bonus of helping us to uncover any issues that might be negatively affecting conversion rates during the calls (like an automated answering machine that is confusing people, for example, or low quality leads who are asking for something different than what your business sells, etc.).