Based on results from: July 1st 2024 to December 31st 2024
Case Studies • 27 Jan 2025
Garage Floor Business | Google Ads Case Study [Enterprise]
Through strategic campaign restructuring, bidding optimization, and A/B testing, this Tampa Bay service provider achieved increased conversions, reduced cost per conversion, and consistent growth in performance metrics.
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About The Business
Goals
- Increase conversions whilst maintaining the same budget
- Reduce cost per conversion
- Increase CTR
Tracking
This account tracks two types of conversions: form submissions and phone calls.
Form Submissions:
Form submissions are tracked using a manual event code. When a user submits a form, they are redirected to a “Thank You” page. The loading of this page triggers the event code, which signals Google Ads that the conversion has been achieved.
Phone Calls:
Phone calls are tracked using CallRail with Dynamic Number Insertion (DNI). DNI employs JavaScript to dynamically replace the phone number on the client’s website when a visitor arrives through a Google Ad. This system not only tracks ad interactions but also attributes the specific keyword that triggered the ad.
In Google Ads, a phone call is recorded as a conversion only if it lasts longer than 60 seconds.
Our Method
Bidding Experiments
We tested various bidding strategies to explore potential performance improvements using Google’s automated AI bidding. This became a key factor in the account’s overall performance.
We tested:
- Target CPA
- Maximize Clicks
- Max Clicks
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Ad Experiments
To leverage Google’s algorithm, we added multiple ads within each ad group, allowing the system to test and optimize by comparing ad performance against each other.
Continuous A/B Testing
We consistently reviewed competing ads and selected the best-performing one. After identifying the winner, we created a new ad to A/B test various factors. This approach resulted in higher conversion rates and increased click-through rates.
Campaign and Ad Group Restructuring
We identified campaigns that were overloaded with ad groups, causing only a small percentage to use most of the budget and limiting exposure for others. We separated these ad groups into individual campaigns and allocated budgets to maximize exposure for all ads.
Search Term Audits
We conducted search term audits every 72 hours, building a robust negative keyword list to continuously refine targeting and reduce irrelevant traffic.
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Results
Based on results from: July 1st 2024 to December 31st 2024
Conversions | How We Increased Conversions
To drive more conversions, we made continuous A/B testing a priority. By carefully reviewing ad performance, we identified the best-performing ads and introduced fresh variations to keep things engaging. We also restructured campaigns to ensure budgets were evenly distributed across ad groups, allowing every ad the chance to shine and attract more leads.
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Cost Per Conversion | Decrease in Cost Per Conversion, with a stable performance under $100
Reducing costs while maintaining performance can be tricky, but we made it happen by focusing on smarter bidding strategies like Target CPA. Regularly reviewing keywords helped us cut down on wasted spend by filtering out irrelevant traffic. Plus, restructuring campaigns ensured every dollar was spent effectively, bringing down the cost per conversion.
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Click Through Rate | Incremental and consistent increase
Getting users to click starts with creating ads that speak directly to them. We wrote engaging, targeted ad copy and let Google’s algorithm help us test different variations to find the most compelling options. This approach not only grabbed attention but also boosted our click-through rates in a meaningful way.
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Conversion Rate | Slow but consistent increase
Improving conversion rates is all about making the journey easy and seamless for users. We optimized landing pages to create a smoother experience, encouraging users to take action. By refining keyword targeting and ensuring only the right audience reached our ads, we increased the likelihood of conversions from the traffic we attracted.
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