Google PPC Case Study #2
Learn how we made a campaign profitable and grew its lead volume by 5.6x in 30 days.
The Client
- Category: Real Estate
- Budget: $100k annually
- Multi-Locations
- Very Competitive Niche Industry
- Average cost-per-click over $30
The company conducts business in a small niche of the real estate industry. The supply is low while demand is very high, which makes Pay-Per-Click advertising very expensive. Their vendor was not able to generate consistent lead volume despite a significant budget.
Challenge: Turning a Google Ads account into a profitable lead source, with a minimum return on ad spend of 10x.
Key Metrics
Performance immediately improved in the first 30 days. With a high lead quality and consistent closing rate, we were able to scale the campaigns rapidly in order to maximize revenue. The key campaign metrics were as follow:
30x
Return on Ad Spend in the first 30 days
5.6x
Increase in Lead Volume
374 %
Increase in Budget
Our Solution
Our team found major issues in their current Google Ads and website and were able to fix them within a couple of weeks. This laid the foundation of a scalable campaign and allowed the company to increase their spend, and lead volume.
Google Ads Issues
- Limited Keyword Selection
A short list of keywords will make it difficult to circumvent a high cost-per-click environment.
- Inadequate Optimizations
The changes were made to the account were too scarce and too limited.
- Irrelevant Searches
The campaigns were matching with unrelated searches (financing, general information…)
- Website Copy
The website copy was very informative but it was lacking a clear call-to-action message.
- Landing Page Design
The landing page had a some issues with user experience, with design elements that were preventing lead submissions.
Our Optimizations
- Researching Long Tail Keywords
We did extensive research to add specific keywords that are cheaper than the common ones. This drove the cost per click down.
- Restructuring the Google Ads Account
Our new Google Ads account was designed for increased testing and focusing on the keywords that were successful.
- Conversion Rate Optimization
We made update to the landing page design and tested different call to action. Early A/B tests allowed us to define the optimal message very quickly.
- Constant Optimizations
With daily, weekly and monthly scheduled optimizations, we improve performance over time.
The Results
The client’s expectations were met above and beyond, with sales coming through very rapidly after the campaigns started. The first month’s return on ad spend reached 30x while the expectation was 10x. The budget was increased within the first couple of weeks.
With advanced tracking, the Return on Ad Spend (ROAS) increased on from almost naught to over 30x.
Lead Volume increased significantly the first month of taking over their Google Ads account.
