Background
The client is a service company that provides sleeping training for parents and infants.
She was looking for someone to take over her Google Ads management to bring in more leads for her service-based business. The average life-time value of a client for this company is about $10,000 to $15,000. The company’s service contracts are about seven months on average.
What We Did
66% Increase in Conversions and 2 new leads per day
Challenges
The client had been using Google Ads since 2015 with limited results. Like many businesses, the client had a high volume of clicks on the ads, but very few conversions (actual new business) from the ads. Our team acted quickly to fix this.
“Pay-Per-Click” is a very broad term for digital advertising where you pay the advertiser, not for the ad itself but how many people interact with the digital ad in a certain way. Some of the biggest platforms to purchase “Pay-Per-Click” are Google Ads, Facebook Business Manager, Bing, and many more.
For paid digital ads to work, they need to be shown to the right person at the right time in their buying journey.
The Solution
Understanding the Target Demographic
For ads to work, they need to be shown to the right person at the right time in their buying journey.
We spent about 2 hours with the business owner learning about the existing market for her services. We wanted to understand and build an archetype of the ideal client for the business. With the details provided by the owner, we were able to put together ad elements, geographic targeting, and demographics information.
Designing Ads
To build effective ads, you need to understand your geographic area, the right kinds of words and terms people use to search for your goods or services, and when to run the ads to optimize the budget.
After comparing what we created with past ads in the system, we knew we could generate the right kinds of traffic to the client’s website.
Landing Pages that Convert
Good Ads with bad website landing pages mean poor results. When we reviewed the client’s existing landing pages, we saw that the calls to action were not strong and the pages were not mobile optimized.
More and more, when people are searching for goods and services, they use their phone or tablet. A landing page needs to look good on these smaller devices and be mobile-friendly in terms of lead generation tools.
The client had another provider that managed the website, and we worked with that team to design copy and content for the website. We created and integrated Google Tag Manager into the various calls to action (buttons, email addresses, and phone numbers).
Within one week, we were ready to re-start ads.
Results
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41% Reduction in CPC
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281% Increase in Conversions
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109% Increase in Website Users
