Case
The client, operating in the parking lot and car rental sector, indicated they were facing challenges with their Google Ads campaigns, including:
- High ad spending with low-quality conversions
- A low number of bookings despite significant traffic
- Ads consistently ranking lower than competitors
- Inefficient keyword targeting, resulting in irrelevant clicks
- Lack of a localized targeting strategy, reducing effectiveness in attracting nearby customers
- Difficulty in tracking and measuring ROI, making it challenging to optimize the campaign
They sought a solution to improve ad performance, cut unnecessary spending, and increase the quality and number of conversions in a competitive market.
Analysis
Through detailed data analysis, the following insights were identified:
- Underperforming keywords and ad groups with high costs but low conversion rates were identified.
- A competitor analysis revealed areas where others companies in the industry outperformed our client in terms of impression share.
- Key areas for improvement were pinpointed, including budget optimization and more efficient bidding strategies.
The client’s initial campaign performance is shown below:
At this stage, the campaign had a click-through rate (CTR) of 6.12% and only 51 leads, indicating limited engagement and conversion potential.
Strategy
The solutions implemented included:
- Ad Restructuring: Ad groups were reorganized by service type (parking, car washing, rentals) to increase targeting precision.
- Keyword Optimization: Focusing on niche, high-conversion keywords and using negative keywords helped filter irrelevant traffic, resulting in improved CTR and conversion rates.
- Google Maps Campaign: A dedicated campaign for Google Maps was created to capture local customers, targeting users searching for “near me” services, driving higher local conversions.
- Automated Bidding: Google’s Target CPA was used to adjust bids in real time, securing more conversions at lower costs.
- Dynamic Ad Parameters: Ads were dynamically adjusted based on user search queries, boosting engagement.
- Enhanced Ad Extensions: Image extensions were incorporated to showcase relevant services, such as car washing, enhancing ad performance.
Proven Results
This strategy delivered outstanding results, significantly enhancing engagement and conversions:
- CTR soared to 30.02%, reflecting a significant rise in engagement.
- 677 high-quality leads were generated in a short period, driving a sharp increase in conversions.
- Impression share climbed to 79.19%, positioning the client ahead of competitors and securing market dominance.
- A 40% reduction in cost-per-conversion resulted in optimized ad spend, significantly improving ROI and ad impact.
Digi Foresight provides tailored, data-driven strategies for real results. Boost your Google Ads performance and ROI—Contact us today.