Introduction
In the realm of online advertising, success stories and case studies play a pivotal role in showcasing the effectiveness of various strategies. In this Google Ads case study, we delve into how Google Ads was instrumental in helping a major commercial business, Gallant Aust Pty Ltd, boost their lead generation and simultaneously reduce costs, maximizing return on ad spend.
The Background of this Google Ads Case Study
Gallant Aust Pty Ltd, a family business in Victoria, Australia, specializing in commercial plumbing and asbestos removal, faced the challenge of generating sales leads in a highly competitive market. With a restricted budget of $25/day and a focus on the Geelong area, the goal was to achieve as many conversions as possible in a 2-month period.
Challenges
- Restricted Budget: $25/day
- Campaign Type: Search Only
- Duration: 2 months
- Audience Geography: 50 km radius of Geelong, Victoria
- Ads Campaign Focus: Commercial plumbing and asbestos removal
The Results
After a meticulous campaign run, the results were impressive. The first month yielded 3 conversions, with the second month doubling that figure to 7. Key metrics showed substantial improvement, including a 62% increase in clicks, a 50% improvement in click-through rate (CTR), and a 133% growth in conversions.
Key Achievements
- Clicks grew by 62%
- CTR improved by 50%
- Conversions grew by 133%
- Average Cost decreased by 5%
The Solution
To overcome challenges and drive positive outcomes, several innovative techniques were employed :
1. Manual Bidding: By using manual bidding, we controlled costs while maximizing impressions, clicks, and conversions, crucial with a limited daily budget.
2. Creative Ad Groups: Ad creatives focused on commercial plumbing and asbestos removal, with a Call-To-Action, utilizing both Expanded Text Search Ads and Responsive Search Ads.
3. Ad Extensions: Enhancing ad strength with Sitelink, Structured Snippets, Call-Out, Location, and Call extensions.
4. Landing Page Optimization: Implementing split testing with the existing website and custom landing pages to enhance conversion rates.
5. Geographic Targeting: Utilizing different techniques like location restrictions and in-market/affinity audiences to reach the target market effectively.
6. Ad Creatives Split Testing: Regularly testing different creatives to combat Ad fatigue.
7. Keyword Optimization: Extensive keyword research led to the implementation of a combination of relevant targeted keywords.
8. Conversion Tracking: Setting up comprehensive conversion tracking for various actions, including web form submissions and calls.
9. Shared Budgets: Efficiently distributing the $25/day budget across all campaigns.
10. Daily Monitoring and Optimization: Continuous monitoring and optimization for overall improvement.
Success Stories & Case Studies
For further insights into successful Google Ads campaigns, explore these Google Ads case studies from renowned agencies and experts:
Frequently Asked Questions
Q1: How did you ensure cost control with a limited budget?
A: Manual bidding was employed to control costs effectively while maximizing impressions, clicks, and conversions.
Q2: What types of ad creatives were used?
A: We utilized a mix of Expanded Text Search Ads and Responsive Search Ads, focusing on commercial plumbing and asbestos removal.
Q3: How were geographic targeting and audience segmentation implemented?
A: Various techniques, including location restrictions, in-market/affinity audiences, and profitable keywords, were used to optimize campaigns geographically.
Conclusion
This Google Ads case study showcases the power of strategic planning, innovative techniques, and continuous optimization in maximizing sales leads while minimizing costs. For businesses venturing into online advertising, these success stories and case studies serve as valuable resources to inform and inspire effective campaigns.
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