In this case study, we will show you how we transformed a struggling Google Ads campaign into a massive success—generating 752 leads in just 90 days. This is a testament to the power of strategic PPC management and precise execution.
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Background and Initial Challenges
Disclaimer: The client has asked to remain anonymous. Therefore, we will not mention any names in this article.
Our primary objective was to generate new leads for the client's sales team while prospects browsed the online inventory. Before engaging our PPC management service, the client had spent over $70,000 on paid ads across more than six years.
Unfortunately, previous agencies did not yield significant results, leaving the client feeling frustrated and skeptical.
Identifying and Resolving Tracking Issues
Accurate tracking is crucial for assessing a campaign's effectiveness. During our initial audit, we discovered that the existing tracking setup was flawed, falsely reporting tens of thousands of leads. The account was counting a lead every time a visitor accessed a general page on their site, rather than a thank-you or confirmation page.
This led to an inflated number of "leads" that didn't exist.
We eliminated irrelevant conversion actions and implemented a new conversion tracking system. Our new goal was to track leads who landed on the thank-you page after filling out a form, ensuring we collected genuine leads.
Developing New Search Campaigns
Next, we collaborated with the client to understand the key drivers of their business and their target audience. We conducted competitive research to determine effective strategies and offers. Given the skewed data from previous campaigns, we initiated fresh campaigns centered around "Used Cars" and a branded campaign.
We crafted high-converting ad copy and organized them into tight ad groups, ensuring message match for the highest CTRs. To optimize ad performance, we employed precise location targeting, focusing only on the client's local area.
Creating High-Converting Landing Pages
Previously, traffic was directed to the client's homepage, which is generally not optimal for lead generation. Instead, we created specific landing pages tailored to the user's search intent and optimized for conversions.
For this campaign, we developed a landing page focused on used cars, offering visitors the option to view the inventory. This page collected lead information upfront, allowing the client's sales team to follow up effectively.
Results and Impact
After implementing proper tracking, launching new campaigns, writing new ad copy, and creating custom landing pages, the leads began to pour in. Within 90 days, we generated over 700+ leads:
- Form Fills: 528
- Phone Calls: 224
- Total Leads: 752
Additionally, we recorded over 1,033 site visits (excluding landing page visits) and 84 actions taken for directions.
The success of this campaign has paved the way for future expansions into other vehicle type-specific landing pages, such as used trucks and used SUVs.
Conclusion
With the right strategy and execution, you can turn a failing campaign into a thriving one, just as we did for this auto dealer. If you're looking to transform your campaigns, generate more leads, or maximize your ROI, explore our PPC management program.
