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    Google Ads Case Study

    Uploaded by

    Michelle Brown
    This case study describes a Google AdWords PPC campaign for a property maintenance company. The goals were to drive phone calls and online conversions. Search and Performance Max campaigns were set up targeting relevant keywords, interests, and remarketing. Conversion tracking using Google Tag Manager was implemented to measure calls and leads from the website. The campaign was optimized on a daily basis by adjusting bids, adding negative keywords, testing ads and landing pages. After a month the campaign performance was good and generating results for the client.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Google Ads Case Study

    Uploaded by

    Michelle Brown
    146 views5 pages
    This case study describes a Google AdWords PPC campaign for a property maintenance company. The goals were to drive phone calls and online conversions. Search and Performance Max campaigns were set up targeting relevant keywords, interests, and remarketing. Conversion tracking using Google Tag Manager was implemented to measure calls and leads from the website. The campaign was optimized on a daily basis by adjusting bids, adding negative keywords, testing ads and landing pages. After a month the campaign performance was good and generating results for the client.

    Original Description:

    Google Ads Case Study

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    This case study describes a Google AdWords PPC campaign for a property maintenance company. The goals were to drive phone calls and online conversions. Search and Performance Max campaigns were set up targeting relevant keywords, interests, and remarketing. Conversion tracking using Google Tag Manager was implemented to measure calls and leads from the website. The campaign was optimized on a daily basis by adjusting bids, adding negative keywords, testing ads and landing pages. After a month the campaign performance was good and generating results for the client.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    146 views5 pages

    Google Ads Case Study

    Uploaded by

    Michelle Brown
    This case study describes a Google AdWords PPC campaign for a property maintenance company. The goals were to drive phone calls and online conversions. Search and Performance Max campaigns were set up targeting relevant keywords, interests, and remarketing. Conversion tracking using Google Tag Manager was implemented to measure calls and leads from the website. The campaign was optimized on a daily basis by adjusting bids, adding negative keywords, testing ads and landing pages. After a month the campaign performance was good and generating results for the client.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Google Adwords PPC Case Study

    www.swisspropertymaintenance.com

    Overview:
    Swiss Property Maintenance operates as a comprehensive parking lot and common
    area maintenance service in California, specifically catering to the greater Los Angeles,
    San Bernardino, Ventura, and Riverside areas. Specializing in Parking Lot Sweeping, Day
    Portering, Pressure Washing, and related property maintenance services, serve a diverse
    clientele, including shopping malls and various other establishments. Consider us your
    dedicated partner for maintaining clean and well-kept environments.

    Main Goals:
    ● Drive phone calls or conversions online
    ● Engage with customers who've already contacted them
    ● Drive more relevant and converting calls to the business
    2

    How We Started:
    After discussing with the client about their KPIs, I decided to start with the search
    campaign for getting phone calls and a Performance Max campaign to enhance the
    performance as it works on all the google platforms. The client budget for Google ads
    was $30/day.

    ● I decided to run the Performance max on the basis of search themes and
    audience. I targeted the remarketing, Interests & detailed demographics, Custom
    search terms and competitor audience. Performance Max is a new goal-based
    campaign type that allows performance advertisers to access all of their Google
    Ads inventory from a single campaign. It's designed to complement your
    keyword-based Search campaigns to help you find more converting customers
    across all of Google's channels like YouTube, Display, Search, Discover, Gmail,
    and Maps.
    ● Also ran a Search Network campaign to generate more phone calls and leads. In
    this campaign we targeted the relevant keywords based on the monthly searches
    and tried a mixer of keyword match types accordingly. Search campaign allow
    ads to get placed across Google's vast network of search results. This way, I was
    able to make ads visible to potential users who were actively searching online for
    their products and services.
    3

    Campaign Structure Setup:


    The competitor analysis and keyword research were shared with the client. Once the
    keywords were approved, I shared the ad copy and ad extension with the client. I
    uploaded the campaign structure to the ad account.

    Conversion Tracking Setup:


    Conversion tracking gives us insight into how the performance of our ads and listings
    relates directly to the success of the business. Conversion tracking can also help
    identify which ads, listings and keywords are most successful for your business.

    The conversions were tracked using the GTM. GTM (Google Tag Manager) is a tool
    Google provides to easily place and manage multiple tags, triggers and variables on a
    website. Conversion tracking has not been configured in the Google Adwords account.
    As a result, I created a GTM (Google Tag Manager) and shared the code with the client.

    The client implemented the code on the website with the help of the developer. To
    ensure that every conversion is counted, I have set up multiple tags in the GTM to verify
    online purchases, lead form submissions, and calls from a website.
    4

    Steps I Performed:
    After Setting up the campaign & Tracking set up, I started optimizing the campaign on a
    daily basis. I performed various tasks to get the maximum results & also took care of
    spending on irrelevant search terms. For that, I added many search terms to the
    negative keywords list which were not relevant to his business.

    I also adjust bids for the demographics, audience as per their performance & also
    optimized the ads for device targeting.

    I have targeted the keywords in Phrase & Exact match type. By using these types of
    match types, I saved the budget on irrelevant search terms.

    For A/B Testing, I created Responsive Search Ads with different headlines &
    descriptions & I also performed landing page optimization by targeting different landing
    pages in the ads.

    Later on, I set up the Performance Max campaign to the ad words account, which in a
    result, helps us to enhance the performance more and more.

    At the moment the campaign's overall performance is fine & client is happy with the
    output of the work. Below, I have attached the stats of the Google ads account for your
    reference.
    5

    Below, I have attached the screenshot of the last 30 days' Stats.

    Thank You!

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