Google Ads: Water Filtration Services
This campaign was focused on promoting residential water filtration and treatment solutions. With a goal to improve lead quality and reduce costs, the strategy emphasized targeting high-intent search terms and optimizing ad spend. Below is a breakdown of the campaign’s monthly performance improvements and the tactics used to drive results.
Goals
- Drive More Conversions: Capture more qualified leads from high-intent traffic.
- Lower Acquisition Cost: Optimize for reduced cost per conversion.
- Improve Conversion Efficiency: Increase the conversion rate with better ad and landing page synergy.
- Maximize Visibility: Generate broader exposure across relevant residential search queries.
Actual Results:
- Conversion Rate: Rose to 16.72%, a 67.9% improvement from the prior 9.96%.
- Conversions: Climbed to 144, up 19% from the previous 121 conversions.
- Cost per Conversion: Slightly increased to $41.17, a 4.65% increase from the previous $39.34.
- Avg. CPC: Increased to $7.69, up 65.4% from the previous $4.65.
Conversion Rate Increase
0
%
Conversions
0
Campaign Strategy:
- Precision Targeting: Focused on regional homeowners searching for water filtration solutions.
- Search Intent Matching: Refined keywords to prioritize high-intent phrases over broad terms.
- Ad Copy Testing: Iterated headlines to emphasize “clean water,” “affordable plans,” and “certified service.”
- Landing Page Tweaks: Introduced visual trust signals (e.g., reviews and certifications) and simplified the form structure.
Key Takeaways:
- Improved Efficiency: Stronger conversion rate despite a small increase in CPC and cost/conversion.
- Lead Growth: More total conversions with better overall quality.
- Search Relevance: Higher engagement from improved keyword targeting, indicating alignment with customer needs.
- Room for Scaling: With steady improvements, this campaign is positioned for potential expansion into adjacent service categories.
How we did it:
- New Call Tracking Reporting with Call Recording and Instant/Daily/Weekly/Monthly Reports for client sales optimization
- Feedback Loop Communication System between the client’s team and our marketing manager
- Strict Adherence to Google Search and Search Partner Channels (High Intent Traffic)
- A/B Split Testing of Ads
- New, More Consumer-Centric Ad Copy
- In-depth Keyword Research and Search Query Optimization
- Extensive Daily Negative Keyword List Creation
- Creation of an Invalid Click-Blocking System
- New Google Analytics Reporting
