Objectives
- Comprehensive Audit and Cleanup: Thoroughly audit the existing Google Ads account to identify and rectify issues caused by automated recommendations and previous mismanagement.
- Campaign Restructuring: Develop and implement new, focused campaigns that accurately target the firm’s desired clientele.
- Landing Page Optimization and A/B Testing: Revise and test landing pages to enhance user experience and conversion rates.
- Accurate Conversion Tracking: Implement and correct conversion tracking to ensure the firm could accurately measure ROI and campaign effectiveness.
Strategy
The strategy involved a holistic approach, addressing the immediate need to stop the bleed caused by inefficient campaigns, and laying a solid foundation for future growth and optimization.
Account Audit and Cleanup: Initiated with a comprehensive audit of the Google Ads account to identify wasteful spending, particularly in the Display Network, and to pinpoint campaigns that were underperforming due to poor advice and automation. This phase included removing irrelevant keywords, discontinuing underperforming ads, and restructuring ad groups for clarity and focus.
Strategic Campaign Development: After cleaning up the existing mess, we crafted new campaigns with a clear focus on the firm’s target audience – individuals seeking psychological and counselling services in Melbourne. Campaigns were designed with precise targeting to reach potential clients actively searching for these services.
Landing Page Revitalization and A/B Testing: We overhauled the firm’s landing pages, creating targeted pages for different services offered, such as individual counselling, couples therapy, and specialized psychological services. A/B testing was employed to determine which page designs, copy, and calls-to-action (CTAs) resulted in the highest conversion rates.
Conversion Tracking Overhaul: The existing conversion tracking setup was corrected and optimized to accurately track leads, phone calls, and appointment bookings. This allowed for the measurement of campaign success and informed future optimization efforts.
Results
- Improved Campaign Efficiency: The cleanup and strategic realignment of campaigns led to a significant reduction in wasted ad spend, particularly by cutting out ineffective Display Network usage.
- Increased Lead Quality and Quantity: With targeted campaigns and optimized landing pages, the firm saw an increase in both the quality and quantity of leads. The new campaigns attracted more relevant traffic, resulting in higher engagement and conversion rates.
- Enhanced ROI: Accurate conversion tracking and campaign optimization based on data-driven insights led to a noticeable improvement in ROI. The firm could now clearly attribute their marketing spend to tangible outcomes, such as client inquiries and appointments.
- Data-Driven Decisions: The firm gained valuable insights from A/B testing and conversion data, allowing for informed decisions on future marketing strategies and budget allocation.
Conclusion
This case study highlights the critical importance of expert Google Ads management and the dangers of relying solely on automated recommendations or misinformed advice. Through a comprehensive audit, strategic campaign redevelopment, landing page optimization, and accurate conversion tracking, the Melbourne psychology and counselling firm was able to significantly improve its online advertising effectiveness. Our approach not only rectified past missteps but also positioned the firm for sustained growth and success in attracting and converting potential clients.