752 Leads in 90 Days!

In this case study, I’m going to show you how we took a failing Google Ads campaign and turned it into an enormous success.

In fact, we were able to generate 752 leads in the first 90 days of their campaign!

Here’s how we did it:

Background

Our objective was to get fresh leads so that the sales staff could contact the prospect while they were looking through the online inventory.

They had invested over $70,000 in sponsored advertisements over the course of just over 6 years before to beginning to use our PPC management solution.

Additionally, they spent tens of thousands of dollars with previous firms that, according to our customer, “actually didn’t move the needle much” for their company.

So how did we turn this campaign around?

Let’s break it down!

Uncovering A Big Tracking Issue

Accurate tracking is necessary if you want to determine whether a campaign is effective.

When auditing this account, the tracking was not set up properly, which was the first issue we ran upon.

It appeared strange to us that the tracking was reporting tens of thousands of leads.

After further investigation, we discovered that this account was recording a lead each time a user arrived at a generic page on their website – not a thank you or confirmation page, but a general page.

As a result, the campaign reported thousands of “leads” that were fake.

We started again with new conversion tracking and deleted any irrelevant conversion actions that distorted our statistics.

We are certain that we successfully captured the lead’s information because our conversion “target” was added to the form’s thank-you page.

Starting Fresh With New Search Campaigns

In the course of our campaign research process, we collaborate with the client to identify the key business drivers and the target audience.

After choosing a theme, we’ll conduct competitive analysis to determine what strategies rivals employ, what the best offer would be, and other things.

In this instance, our client needed to reach a broad audience that was searching for used cars nearby.

We started over with 2 completely new campaigns because the data from the previous campaign was distorted.

The first ad’s focus was “Used Cars,” whereas the second campaign promoted a particular brand.

We created compact ad groups and high-converting language for the advertisements. For the highest CTRs, we always make sure to use message match!

The advertising were then only served in their immediate vicinity using location targeting.

Setting Up High Converting Landing Pages

The account used to direct visitors to their homepage.

Because homepages are normally not optimized for conversions, this is typically not the best strategy for lead generation efforts.

Instead, we wanted to send visitors to very targeted landing pages that closely matched their search terms and were designed to convert well.

In this instance, we created a landing page that is initially focused on used vehicles. Since customers want to browse the inventory, we observed that the other rivals would direct visitors to those pages, therefore this became our service.

This landing page offers to “browse” the inventory while also gathering the lead’s contact information.

In this manner, we gather the data up front, allowing the client’s sales staff to follow up.

The Results

We turned on the traffic after properly tracking was set up, new campaigns were made, fresh ad copy was written, and unique landing pages were made, and soon the leads began to flow in!

In fact, we had already produced more than 700 leads in just 90 days!

Over 1,033 site visits (not to the landing page) and 84 actions taken for directions are not included in that number.

In addition to planning to expand to more vehicle type-specific landing pages as we refine this current campaign (used trucks, used SUVs, etc).

Conclusion

A failing campaign may be saved with the appropriate plan, as we were able to do for this car dealer.

Check out our PPC management program if you need assistance improving your campaigns, generating more leads, or increasing the ROI on your advertising.