The Challenge: We were approached by a client who had been running Google Ads campaigns but was frustrated with their high lead costs. Their campaigns weren’t converting as expected, and the ROI was lacking. The main issues: poor targeting, irrelevant keywords, and an under-optimised landing page.

Step 1: Analysing the Current Campaigns

We dove deep into their Google Ads account, examining the following:

• Keyword Analysis: Many of their keywords were too broad and not highly relevant to their target audience.

• Ad Copy: It wasn’t compelling enough to entice action. Plus, the messaging didn’t match the user’s search intent.

• Landing Page Experience: The landing page had a slow load time and didn’t match the ad messaging. This created a disconnect between the ads and the page the users landed on.

Step 2: Tightening Targeting

We narrowed down their audience by focusing on more specific, high-converting keywords and excluding irrelevant ones. We also refined their ad targeting to include:

• Geographic Targeting: Focused on high-value regions.

• Device Targeting: Adjusted bids to favor mobile users, who were driving more conversions.

Step 3: Revamping the Ad Copy

We completely overhauled their ad copy, making it more direct and aligned with what their customers were looking for. We also incorporated clear call-to-actions (CTAs) and ensured the ads spoke directly to the user’s pain points.

Step 4: Optimising the Landing Page

We redesigned the landing page to:

• Match the messaging of the ads for a smoother user experience.

• Improve load time and mobile responsiveness.

• Add social proof, testimonials, and clear CTAs to increase conversion rates.

Step 5: Continuous Testing & Optimisation

After launching the new campaigns, we implemented A/B testing to fine-tune the ad copy and landing page elements. Testing gave us valuable insights into which versions were performing best.

The Results:

• Lead cost reduced by 50% in just 2 months.

• Conversion rates increased by 35% due to better targeting and optimized landing pages.

• Overall ROI improved drastically, with lower costs per lead and a higher volume of quality leads.

Key Takeaways:

1. Always align your ads with your landing page—consistency in messaging is key.

2. Targeting is everything—don’t waste money on broad keywords.

3. Optimisation never stops—A/B test everything to continuously improve results.