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COVID-19 Update: To protect the health and safety of our clients and their families, we are offering consultations over the phone and through virtual meetings for the time being. Read More

Pay Per Click Case Studies

DENTAL PRACTICE CASE STUDY

PPC Case Study for a Local Dental Practice

In September of 2019, a local dental office approached our agency with a common challenge. They were using a provider to manage their Pay Per Click ads, but not seeing the benefit or ROI they were promised. After an in-depth on-site and off-site site audit, we determined there were several reasons their ads were not performing as expected.

Challenge:

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Poor conversion rate month over month

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Irrelevant keyword traffic

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Poor ad copy

Our Solution:

After putting together a comprehensive analysis showing some of the current campaign’s shortfalls, we noticed four key areas of opportunity:

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Inadequate budget

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Overall poor-quality score due poor keyword selection and bid management

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Improper campaign segmentation and proactive optimization

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Poor ad copy leading to a lack of overall engagement

Dental Case Study ppc

Once contracted, we completely revamped the campaign, modifying the keyword targeting, ad copy, and targeted PPC ads to consumers who were geographically more likely to benefit from the client’s services. We created specific landing pages with customized content and forms designed to engage search traffic and increase conversions. We started testing new ads with various headlines and descriptions, showing early on a significant increase in the click through rate and decrease in the cost per conversion.

Results

Within 4 months, conversions increased from an average of 3 per month to 37. The cost per conversion was reduced from $397.41 to $39.43, and the conversion rate soared from 2.46% to over 15%.

dental practice case study Results

BUS RENTAL CASE STUDY

PPC Case Study for a Bus Rental Company

In late 2019, a bus rental company out of the mid-west reached out based on a referral from another client for help with their Pay Per Click campaign. They were managing the campaign in house and felt that they were not getting a decent ROI because, as they put it, they didn’t know what they were doing! Based on our initial review, we noticed their cost per click (CPC) was roughly 25% higher than other bus rental companies in nearby areas. We also noticed that their conversion rate was significantly less than what would be expected at their current budget.

Challenge:

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Campaign was not set up properly

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Keywords were not properly optimized

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There were no negatives set up, so they were receiving clicks from irrelevant searches

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Poor ad copy

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There were no landing pages created for the various campaigns

Bus Rental Case Study

Our Solution:

After a thorough analysis of their website and online presence, we determined the best course of action was to create new and engaging landing pages based on their specific products and services, create a series of short videos explaining what they do and how they are different, we revised the current keyword strategy to focus the campaign on services they truly want to focus on, added over 250 negatives to the campaign to minimize any irrelevant search traffic, revised the targeted geography, and applied our AI technology to the campaign to increase the bid effectiveness.

Results

After 90 days, we saw a significant increase in the number of conversions, whereas the client was averaging 40 conversions a month with half of those being worthless, they were now seeing just under 75 leads per month. These leads were targeting the right traffic, driving their cost per conversion down from over $25 down to $12.

EVENT PLANNER CASE STUDY

PPC Case Study for a Local Event Planner

A local event planner in Oregon reached out to us to increase the ROI from their Pay Per Click campaign. They felt that they could be and should be doing better based on their investment. After a detailed review of their current campaign, we found that there were virtually no conversions coming from the PPC campaign. Their perception of where their leads were coming from was based on client’s feedback when they asked them how they found them… They did not have a detailed enough line of questioning to determine if they consumer was searching organically or if they clicked on the paid advertisements at the top of Google.

When we dove into the account, we noticed that the keywords being targeted were extremely broad and for services that they don’t really want to advertise for. The geography was focusing on a 150+ square mile radius which was way too large for their budget. Lastly, the ad copy was poor, and everything was directed to their home page and not a targeted landing page for the campaign…

Challenge:

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Campaign was not set up properly

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Keywords were not properly optimized

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There were no negatives set up, so they were receiving clicks from irrelevant searches

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Poor ad copy

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There were no landing pages created for the various campaigns

Event Planner Case Study ppc

Our Solution:

We designed a campaign strategy that included dynamic text adverts, customized landing pages, and a number of remarketing campaigns that re-engaged the potential customer using the Google Display Network. We set up conversion tracking to track contact form submissions and used call tracking to record the calls to help measure the campaigns overall effectiveness.

Results

Over 120-day period, we increased conversions nearly 200% and decreased the cost per conversion by over 90% providing this client a true 180-degree campaign turn around! In addition to our success with conversion, we also increased traffic to the site by over 130% and their impression share by nearly 145%!

PLUMBING CONTRACTOR CASE STUDY

PPC Case Study for a Local Plumbing Contractor

A local plumbing contractor in Phoenix, AZ was referred to us by another client for help with their PPC program. They were using a large national marketing agency to manage their Pay Per Click campaign and they were seeing a diminishing ROI month over month. Unfortunately, it got to the point where for certain services, they were overpaying for the leads which was having serious consequences for their bottom line. Once we were able to dive into the campaign, we noticed that the bid maximums for various keywords was set way to high, driving up their cost per conversion. We also noticed that the targeted geography was off, sending their technicians over 50 miles away from their normal service area impacting yet again their bottom line. We also noticed that they were missing ad extensions, callouts, and other basic PPC features to increase conversion rates. The PPC provider also failed to create customized landing pages and was sending everything to the home page of the client’s website where we were seeing high bounce rates.

Challenge:

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Poorly optimized ad campaign

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No landing pages

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No ad extensions, callouts, or sitelinks

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Generic ad copy

Plumbing Contractor Case Study ppc

Our Solution:

To get these guys back on track, we started by developing a series of customized landing pages for water heater repair, clogged drain, and various other targeted ad groups. We tested various ad copy to determine which ad or ads would provide the highest conversion rates. We also expanded their keyword list, set up conversion actions pages (Thank You pages), and provided them access to a real-time call record system so we could evaluate calls easily and make adjustments to the program on a more regular basis. Once the campaign was dialed in, we used AI technology to automate the bid management which drove down the cost per conversion significantly in as little as 30 days. We also reduced their management fee from 50% to roughly 25% saving them thousands of dollars each year.

Results

Over a 3-month time frame, we saw an increase in conversions and a decrease in the cost per conversion month over month. We saw our impression share double in this time period and traffic to the site increase over 102%.

LIQUOR DELIVERY CASE STUDY

PPC Case Study for a Regional Liquor Delivery Service

While the COVID-19 restrictions weren’t kind to many small businesses, it allowed others to flourish. One of those was a liquor delivery/distribution service out of Texas. This client came to us with an urgent need, they had no experience running a Pay Per Click campaign but saw an opportunity to break into several markets. Their growth plan was aggressive and needed a program that could be easily adapted to new markets as they grew. After we completed a detailed audit of their website, we identified several areas of opportunity that we would need to fix before running a local or regional campaign with any success.

Challenge:

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New company

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Limited brand exposure

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No historical data to improve upon

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No landing pages to drive traffic

Liquor Delivery Case Study ppc

Our Solution:

The main challenge was to hit the ground running as quickly as possible. With competitors eyeing the same consumers that they were, it was only a matter of time before another company beat them to the punch. In a historical 7 day turn around, we managed to create and optimize 12 landing pages for various cities around their main geography. We created numerous ad groups and ad copy based on time of day, convenience factors, and various promotions designed to engage their target audience. We also optimized the campaign and focused on a mobile first bid strategy as historically, their analytics showed their organic traffic favored mobile devices 4:1.

We aggressively monitored and proactively optimized the campaign over a 90-day period adding over 600+ keywords to the negatives, implemented attribution modeling to set separate targets for high value keywords, and created an additional 16 landing pages for new geographies.

AUTO DEALERSHIP CASE STUDY

PPC Case Study for a Local Used Car Dealership

A local used car automotive dealership was referred to us by a current client and was having trouble with their current PPC campaign. Truthfully, they didn’t have the time, expertise, or resources to manage it in-house any longer. They were seeing month over month declines in their conversion rates and their budget getting out of control to compensate.

Challenge:

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Poorly optimized campaign

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No dedicated landing pages

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No bid maximums

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No negative keywords

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Geography was not set properly

Used Car Dealership Case Study ppc

Our Solution:

As we completed our initial on-site and off-site audits, we started by creating new landing pages based on the types of vehicles consumers were looking for, such as Luxury SUV, Trucks, Full Size Car, and more. We used the clients current inventory management plugin to segment and feature these vehicles on the landing pages, so the client was viewing exactly what they were looking for when they searched. We revised the keyword strategy and broadened the focus from specific vehicle makes and models to general search terms giving them access to a much larger target audience. We revised the ad copy and created dozens of new ad groups, testing multiple ads with various headlines, descriptions, callouts, sitelinks, and more. We added over 130 negatives to the campaign and refined the geography to target a 10-mile radius, eventually expanding to a 15-mile radius, minimizing any waste. Lastly, we implemented a well-designed remarketing campaign which gave us additional conversion traffic at a low CPL.

Results

In a 90-day period, we were able to grow the number of conversions by 172% while decreasing the cost per lead (CPL) by over 50%.

No Boundaries Marketing Group

We work with small businesses to provide affordable marketing services and more. Let’s chat, give us a call at (602) 377-7773 today.
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