PPC Case Study with Digital Sales a Results Driven Google Ads Agency

PPC — CASE STUDY a HEATING SYSTEM, BOILERS AND PLUMBING PPC Google Ads Agency

KEY METRICS – UPLIFT & RESULTS

Cost per quote fell from €236 to €5 (-98%) allowing us to drive 338 quotes while qualified phone calls also increased from 0 to 167 at the same level of spending.

OVERVIEW & CHALLENGE

Our Client is a Plumbing & Boiler business since 1997. However, they are still relatively small business if we compare to Bord Gais that provide similar services which made the digital competition very high. One key challenge was not only increasing the qualified leads, but also to cover all the paid search strategy (competitors, generic and brand keywords) with a low budget coupled with a very high levels of competition.

THE STRATEGY

Firstly, we divided the structure of the campaigns per service with the qualified keywords following SKAG (Single Keyword Ad Groups) method and Manual CPC (Cost Per Click) to control the cost per click and understand the market while accumulating enough data for the smart bidding campaigns.

In the meantime, we implemented Google Ads Tag to every conversion from the website to increase conversion accuracy and generate additional data to the Al strategy.

Now, with the account structure and enough data accumulated within each campaign, we smoothly switched over the bid strategies to smart bidding and changed the keyword to match to broad search in order to cover all competitors, generic and brand keywords using a low budget and a single campaign per service. The bidding system along with this strategy sets a bid for each individual action of each query and bids up or down depending on how well the query is likely to perform.

It is very important for the Smart Bidding artificial intelligence platform to consolidate as much information about the business as possible, understanding what is a priority and what are the objectives. For this client in question, the priority now is to reduce the number of calls and, at the same time, focus on growing quote submissions. Then, we start the transition to value-based bidding by assigning different values to each conversion in a seamless and calculated way.

BUSINESS GROWTH & RESULTS

Cost per quote fell from €236 to €5 (-98%) allowing us to drive 338 quotes while qualified phone calls also increased from 0 to 167 at the same level of spending.

HOW DID IT IMPROVE FURTHER?

In November 2022, we also achieved a higher impression share than Bord Gais which put ourselves in a higher position on the Google Search and helped in building awareness for our client.

THE NEXT STEPS

Itis very important for the Smart Bidding artificial intelligence platform to consolidate as much information about the business as possible, understanding what is a priority and what are the objectives. For this client in question, the priority now is to reduce the number of calls at the same time, focus on growing quote submissions. Then, we start the transition to value-based bidding by assigning different values to each conversion action in a seamless and calculated way.

Your digital sales goals are the key focus for us!

Download the .pdf file here and see screenshots below.