WITH AN OUTSTANDING INCREASE OF AS MUCH AS 3X IN CONVERSIONS (FORM SUBMISSIONS & PHONE CALLS), ALMOST 2X INCREASE IN CONVERSION RATE, AND A SIGNIFICANT DECREASE IN THEIR AVERAGE COST PER CONVERSION OF OVER 50%! ALL IN JUST THE FIRST 90 DAYS OF MANAGING THEIR GOOGLE
BREAKTHROUGH CLIENT STUDY SNAPSHOT
THE STORY
This Client offers Mobile Tyre Services, targeting specific locations in London and Birmingham.
Their Advertising goals are to Improve their online presence, Website Traffic, Lead form submissions from Customers who want to do a pre-booking for their services, and most importantly, to increase the number of Phone calls for their services.
Before we stepped in to manage their Ads account last Jun 24, 2024,
They were not satisfied with the volume of calls they were getting, and a lot of queries/calls coming from their Ads, were from customers in locations they are unable to reach and provide services to. Resulting in loss of their valuable time, and a significant waste in their Advertising budget.
This Client only had 1 active Campaign in the account with poor setup,
and their text Ads were lacking the things that makes their services one of a kind, that makes them stand out, and could make a huge difference in converting customers. They also had no Call Ads created in the account, to drive the phone calls they are mainly after. Their overall Ads account settings, as well as their Conversion tacking setup was also quite a mess, resulting in inefficient Ads performance, with high Cost per Conversion, a significant volume of irrelevant/unwanted Ad engagements from customers they were unable to provide services to, which was a huge waste in their advertising budget for many Months.
THE EXPERIENCE
This Client was working together with another agency in managing their Ads. Unfortunately, the management and work implemented wasn’t strategic.
And despite continuous updates made in their Ads, no desirable progress and results were achieved. They were constantly creating and pausing Ads, and adding a significant number of new keywords to their Ads constantly, within one Search Campaign only. Including search terms that were just too broad, resulting in low-quality traffic, and with too many broad, poor-performing keywords, their Ads budget was just being drained quickly without getting their desired results.
The moment this account was handed over to us for management, we started working right away and restructured their whole account.
Starting by excluding all other Countries and Locations in the UK:
ACTIONS TAKEN
To prevent their Ads from showing on locations they can’t provide their services to, which eliminates irrelevant queries/calls and saving their Ads budget for a more cost-efficient use.
We have then added each specific location in their Ads that they want to target, where they can only provide their services to. Leading to highly relevant queries, high-quality leads, higher conversion rates and most importantly more Phone calls!
We updated their Ad Schedules, ensuring that their Ads will only show during days and times, where they have available staff to answer the phone calls and cater services, resulting in a more cost effective advertising with Google Ads.
We also restructured their existing Campaign, improving everything within. From adding more appealing text ads, filtering out and removing all their non-performing keywords and keywords that were just too broad. As well as creating more Ads. Making it perform far more efficiently than ever before. Alongside their existing Campaign, we also created a set of different Campaign types that targets both Birmingham and London, which are their focus. All these worked hand in hand in generating a significant number of high-quality leads and phone calls for this Client.
THE RESULTS
The screenshot above, is their Google Ads Account’s average and overall performance
In the previous 3 months (April 1 to June 30, 2024), before we stepped in:
Conversions - 255
Cost per Conversion - £62.84
Conversion Rate - 8.27%
Cost £16K
A high average Cost per Conversion may be common for phone calls, especially for industries with a lot of competition. But the Client was mainly getting form submissions and not enough phone calls, and their Conversions were already averaging with a Cost per Conversion of £62.84 which seems too expensive.
The screenshot above, is their Account overall performance data in the first 90 days, after they handed it over to us for management. (July 1 to September 30, 2024)
In the first 90 days, their Account’s average Conversion Rate has Increased by almost 6%, and their Account’s average Cost per Conversion has decreased by over 50%!
In the first 3 Months with us, they got a total of 669 Conversions (leads and calls)
VS the previous 3 Months with their previous agency, with 255 Conversions only, and of poor-quality leads and calls. Their Conversions not only increased by roughly 3X, the quality of the leads and calls they were receiving were far more relevant and beneficial for their business. All that increase and improvement, with only a difference of 23.75% in their Overall Account spent with us for the first 90 days. (£19.8K from £16K)
These numbers say a lot about how their Ads have improved with us.
We were able to bring down their Average Cost per Conversion, Increase the number of Conversions and Improve the Quality of their leads and phone calls.
Which proves that their Ads have been much more cost-effective ever since getting onboard with us.
THE PROBLEM:
Poor Optimisations/Implementations In Their Ads Account despite having an Agency managing it, and a ton of irrelevant queries and poor-quality leads and calls.
When we took over this account, they only had One Active Campaign that uses a whole lot of Keywords, including ones that are too broad, generating a lot of low quality traffic and leads.
The said Campaign had a good budget, but with all the Keywords in-use, it was being used up fast, and in a non-efficient way. Their agency was also implementing optimisations continuously, but the work done was basic, repetitive and was causing more problems than results.
Ad Schedules and Target Locations were not properly set up, which are the other factors that were wasting their advertising budget. Aside from this, the text Ads used in the Campaign were just lacking the things that make their business and services unique, which could have been helpful in generating higher conversion rates, lower cost per conversion and more qualified leads.
Though they were getting good website traffic, most of the Conversions being generated out of those engagements, did not provide any benefit to the Client.
The calls that turned into actual service were so minimal, they were simply wasting their resources on poor quality leads and irrelevant queries for a significant amount of time, and we are talking about a number of Months.
Which really bothered us, as to why it took so long for them to take action on their Ads account or switch agencies, which urged us to do the best we could, to save their advertising and business.
THE TURNING POINT
To turn things around, we started by reviewing and setting up their Conversion tracking properly, ensuring that Google is optimising their Ads for the actual results they are after, which were Phone calls and Form submissions.
Then we proceeded with Restructuring the existing Campaign they had, which were not providing desirable results. We improved their Campaign’s text Ads and paused all non-performing Keywords, including Keywords that were just too broad.
And we set them up with new and properly structured Campaigns of different types in their Account, ensuring that their Ads can target and show across all of Google's advertising channels, such as the following:
Google Search Network
Google Display Network
YouTube
Gmail
Google Maps
Google Discover
And making sure that their Ads are targeting, and being shown to the proper target locations, audiences, and at their preferred days and times, in order to maximise their Ad spend. Which opened a lot of doors for their Brand, resulting in the growth of their Google Ads account, in quality Leads/Conversions, as well as significantly improving their brand awareness and expanding their Customer base and Customer Lifetime Value (CLV) by gaining new and loyal customers that will certainly contact them again in the future, once they need their service/s, after they experienced the expertise, professionalism and customer service this business is able to provide.
The Formula
THE ACTION
Our strategy with this brand was highly successful, but it’s important to note that results can vary across different business/accounts. While our optimizations played a big role in driving growth, this account had key advantages that contributed to its success.
An effective strategy, relevant targeting, high-quality ads and landing pages, and a deep understanding of your audience are equally important for achieving your advertising objectives. We need to combine the art of marketing with the science of data analysis to truly excel in Google Ads.
This business specializes in providing/offering a comprehensive range of tyre services, including 24 Hour Emergency Mobile Tyre Services, which is highly important, as the usual Customers/Callers will be calling-in, seeking for urgent assistance. Their services are designed to meet all their Customers needs, no matter where they are in their targeted locations. Their expert team is dedicated to providing fast, reliable, and professional services to keep people/drivers on the road safely and efficiently.
Complete Campaign MakeoverOverall Account Restructuring, Proper Conversion Tracking, New Campaigns Setup and Optimisation.