Initial Situation
They used Google Local platform to offer their services, but they had a high cost per lead. So, the client decided to launch Google Ads Search campaigns to get a lower lead price, but ads run ineffective.
New Strategy
Throughout our partnership with this client, we implemented a range of adjustments and enhancements aimed at elevating the efficiency of their advertising initiatives.
Problems
Our specialists made Google Ads audit and we highlighted 3 primary problems to solve:
- a lot of click-fraud,
- broad unfocused keyword targeting,
- 24/7 ad scheduling.
Our actions
- Set up new search campaigns divided by the range of services provided (local, cities, long-distance movers).
- Use targeted keywords in exact match.
- Set bid adjustments based on interests related to the relocation.
- Connect a third-party service to exclude fraudulent IPs.
- Audit and restrict the ad schedules to only show during business hours.
- Optimize ads Quality Scores to lower average CPCs and CPAs.
- Regular analysis of non-converting keywords and its pausing in order to reallocate the budget for converting one’s.
Success
The Results
During the initial quarter of our collaboration, we realized the following outcomes:
Reduced cost per conversion by 55% (-$15 per lead)
Increased leads generated by 48% (+80 over 3 months)
Reduced overall cost by 62%
Also by using click-fraud service we managed to raise average session time by 230% (in 3 months we have excluded about 2000 fraudulent IP addresses)
Conclusion
We not only met but surpassed our client's objectives, which encompassed elevating brand recognition, driving higher website traffic, boosting sales figures, and ultimately enhancing profitability with consistent year-over-year growth. Our performance went beyond mere accomplishment, and our client's aspirations were not just achieved but significantly exceeded.