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Case Study: Google Ads Boosts Sales Leads

Case Study: Google Ads Boosts Sales Leads

This case study demonstrates how Google Ads was used to effectively boost sales leads across a 2 month period while achieving lower costs to maximise return on ad spend.

The success of the campaigns was as a result of sticking to a proven routine of doing things the right way with very regular monitoring to identify improvement opportunities. Small, incremental changes can add up to significant improvements over time.

Read on to find out how we did it.

The Background

Our client is a family business operating in Victoria Australia. Their core business service offerings are commercial plumbing and asbestos removal. They operate a number of strategically located branches in Victoria. The business has a comprehensive website with web forms and excellent relevant web content including case studies with rich videos.

The objective of this Google Ads project was to boost their sales leads at their Geelong branch and surrounding areas as soon as possible over a 2 month run window.

The Challenge Ahead

Challenges Requirement
Restricted Budget Spend $25/day
Campaign Type Search Only
Duration 2 months
Audience Geography Location restricted to 50 kms radius of Geelong, Victoria
Ads Campaign Focus Commercial plumbing and asbestos removal
Conversion As many and as fast as possible
Target Market Highly competitive narrow B2B commercial plumbing and asbestos verticals saturated with many small to medium sized businesses
Brand Recognition Zero brand recognition or brand awareness for commercial plumbing and asbestos in Geelong

The Results

After the first month run, the campaigns yielded 3 conversions. Refer to the snapshots from Google Ads below.

Google Ads Results Month 1 Part 1

Google Ads Results Month 1 Part 2

The second month campaign run yielded 7 conversions, more than double of that in the first month.

Google Ads Results Month 2 Part 1

Google Ads Results Month 2 Part 2

The snapshots above highlight the following key achievements in comparison to the previous period: -


  1. Clicks grew by 62%
  2. CTR improved by 50%
  3. Impression grew by 8%
  4. Conversions grew by 133%
  5. Conversion rate improved by 44%
  6. Average Cost decreased by 5%
  7. Search impression share decreased by 23% but still produced more conversions

The Solution

To meet the challenges and deliver the positive results, we implemented a number of creative and innovative techniques to maximizing Return On Ad Spend (ROAS):-

  1. All campaigns used manual bidding as this strategy offered the best method to control cost per click to fit in with the limited daily budget of $25. This technique also allowed us to get the best out of Google Ads. With manual bidding, we adjusted bids to minimize spend simultaneously maximizing impressions, clicks, conversions and lowering CPC.

  2. Ad group relevance and highly targeted Ad creatives that focused on commercial plumbing and asbestos removal were created. Each Ad creative included a Call-To-Action. Ads comprised of a combination of Expanded Text Search Ads and Responsive Search Ads.

  3. To further enhance Ad strength, Ad extensions were implemented including Sitelink, Structured Snippets, Call-Out, Location and Call extensions.

  4. Implemented landing page split testing using the existing company website and custom landing pages with web forms.

  5. Organised campaigns using different geographic implementation techniques including location restricted by postcodes, location restricted by radius and Melbourne wide with further restrictions in some campaigns using a combination of in-market and affinity audiences, and profitable keywords.

  6. Ads split testing with different creatives to keep the campaigns fresh to overcome any Ad fatigue.

  7. Extensive keyword research lead to a combination of broad, broad modified and phrase match relevant targeted keywords that were implemented across the campaigns.

  8. Set up conversion tracking for web form submissions, call from Ads, calls from extensions and calls from website.

  9. Implemented shared budget that spread the $25/day budget across all campaigns.

  10. Daily campaign monitoring and optimization to identify problems and opportunities for overall improvement.

For the visually impaired, here is an audio version of this blog.



#googleads #ppc #googleadsmanagement


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Dec 2019