Google Ads Case Study:

Optimizing Google Ads for a Solar Vendor

Case Study: Improving Google Ads Performance for a Solar Business

After taking over the Google Ads account for a Solar Vendor in June 2024, we implemented several key changes aimed at improving overall campaign performance, particularly in driving conversions, reducing cost-per-conversion, and increasing click-through rates (CTR). This case study compares the performance in the three months before taking control with the three months after (June 1, 2024, to September 30, 2024), analyzing the changes that led to enhanced results.

+31.97%

Conversion rate improvement

+218.67%

Total conversion increases

-44.99%

Cost per conversion reduction

Actions Taken

  1. Keyword Optimization: Added negative keywords and restructured campaigns to target more relevant search terms. This contributed to improved CTR and reduced wasted spend.

  2. Ad Copy and Creative Improvements: Revamped ad headlines and descriptions to better align with user intent and product offerings, significantly boosting engagement.

  3. Bid Strategy Adjustments: Moved from manual CPC to automated bidding (target CPA), which helped maintain cost-efficiency even as spend increased.

  4. Audience Targeting Enhancements: Improved demographic and location-based targeting, focusing more on areas with high lead potential, which led to the higher conversion rate.

Results and Impact

  • Conversions Growth: Across all campaigns, conversions increased by nearly 487%, showing that the new management strategy significantly improved the return on ad spend.

  • Cost per Conversion: Decreased by 7.41% across the board, showcasing better budget allocation and optimization.

  • Increased Spend with Lower Cost per Conversion: Despite the total spend increasing by 584%, careful targeting and optimization meant the cost per conversion slightly decreased, delivering more value for the increased investment.

Conclusion

The changes implemented after June 2024, including keyword optimization, improved ad copy, and more effective audience targeting, resulted in significant improvements across all metrics for the Solar Vendor. The conversion rate nearly doubled, cost per conversion decreased, and the campaigns delivered a strong return on investment. Going forward, further refining these strategies can continue driving scalable growth while maintaining cost-efficiency.