Google Ads Case Study:
Optimizing Google Ads for a Home Services Vendor
Case Study: Improving Google Ads Performance for a Home Services Business
In June 2024, we took over the Google Ads account for a home services vendor. This case study highlights the key changes, challenges, and results after our intervention from June 1, 2024, to September 30, 2024, compared to the previous period from January 31, 2024, to May 31, 2024.
Our goal was to improve overall efficiency, increase conversions, and optimize budget allocation, while managing previously paused campaigns to ensure they were either revamped or permanently discontinued for underperformance.
+234.53%
Click increases
+84.62
Total conversion increases
+529.4%
Total impression increase
Key Challenges
1. High Cost per Conversion in key campaigns
Although conversions increased by 84.62%, the cost per conversion in the Performance Max campaign more than doubled due to a significant expansion in audience targeting. This change increased visibility, but initially led to less qualified leads. As a result, while the overall number of conversions improved, the efficiency in terms of cost per lead needed optimization.
2. Paused Campaigns with Ineffective Performance
Several campaigns were paused due to poor performance in the prior period. These campaigns contributed to high costs without generating sufficient conversions.
3. Search Campaign Rebuilds
Some search campaigns were either underused or inactive. We reactivated and optimized them, resulting in a steady growth in conversions.
Actions Taken
1. Optimizing Campaigns by Performance
We made data-driven decisions to pause campaigns high costs and low returns and reallocate the budget to higher-performing strategies.
2. Audience Segmentation and Targeting
To counter the rise in cost per conversion, we refined the targeting and implemented more granular audience segmentation. This allowed us to filter for higher-quality leads, which in turn helped improve conversion efficiency.
3. Creative Optimization
Ad creatives were overhauled to include more compelling and relevant messaging, which helped improve engagement and click-through rates.
4. Negative Keywords and Bid Strategy Adjustments
We introduced a more robust negative keyword strategy across the search campaigns to reduce irrelevant traffic and wasted spend. Additionally, we adjusted the bidding strategies, moving to automated bidding (such as Target CPA) to maintain cost-efficiency.
Results and Impact
Conversions Growth: The total number of conversions across all active campaigns increased, most notably in the Performance Max campaign (up by 84.62%).
Improved Budget Allocation: By pausing underperforming campaigns and reallocating budgets, we were able to increase spend on high-performing campaigns, resulting in a significant increase in impressions and clicks.
Reactivation of Search Campaigns: The reactivated search campaigns began generating conversions.
Conclusion
Our strategic optimizations significantly improved the Google Ads performance for the Home Services Vendor. By focusing on high-performing campaigns and pausing underperforming ones, we increased conversions and clicks while working to reduce the high cost per conversion in certain campaigns. Moving forward, continued optimization of the audience targeting and bidding strategies will be key to improving efficiency and driving sustainable growth.