Launch of advertising for specialists in repair and reconstruction of houses
Analyzing the market and target audience, we choose Google Ads as the lead generation tool. Google Ads campaigns allow getting quick lead generation results in profitability. As always, we started with the website changes:
- conversion elements;
- call tracking;
- request form tracking.
We created a new page to increase target page relevance (+ ads position) and website conversion rate.
We launched the campaign that had two key differences:
- Combination of personalized expanded text search ads and RSA – higher ratings + lower CPC;
- Competitive bid strategy (lower CPC).
During the first month, we made many changes, including negative keywords cleaning, new RSA launch and existing text changes.
Here you can see Google Ads Campaign statistics:
2160 CAD expenditures.
47, 42 conversions
After the first month, we made several important changes:
- Changed location options to maximize only target location requests;
- Display and Google search partners were disabled (we found its lower conversion rate);
- Ads schedule changed from 24H to 07:00-22:00 (most tracked conversions were made during this time period).
- Search terms filtered and negative keywords added:
We managed to capture the largest share of ad impressions compared to competitors, our ads ranked first most of all ads and were in the top 3 ads in more than 60% of cases.
Abs. Top of page rate: 21.69%
Top of page rate: 58.18%
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