Home Service Google Ads Clients
Dependable Painting and Remodelling
Real Estate and Home Services business are the bread and butter of Music City Digital. As PPC and SEO experts, we can make the system work for anyone that has the ad spend available and the tenacity to chase the ROAS. HVAC, Plumbing, Electrical, Engineering, Painting and Flooring Companies are all excellent candidates. Our deep subject matter expertise, combined with millions upon millions of real-world ad management dollars is just a phone call away.
Dependable Painting is a leading painting service provider based in the Northernwestern Atlanta , specializing in both residential and commercial painting.
They are known for their high-quality workmanship and exceptional customer service, Dependable Painting offers a wide range of services, including interior and exterior painting, wallpaper removal, and drywall repair. Their team of experienced painters is dedicated to delivering outstanding results, ensuring every project meets the client’s expectations.
Despite their strong reputation and comprehensive service offerings, Dependable Painting faced several challenges in maximizing their online presence and attracting new clients through digital marketing. The primary challenges included:
- High Competition: The painting services market in Northern Virginia is highly competitive, with numerous companies vying for visibility in both organic and paid search results.
- Targeting Specific Demographics: Reaching homeowners, property managers, and businesses in need of painting services was crucial to their marketing strategy.
- Geographic Targeting: Expanding their market reach to include both local and neighboring areas to attract a broader customer base.
- Cost-Efficient Advertising: Ensuring a high return on investment (ROI) from their advertising spend while maintaining cost-efficiency was essential.
Our approach to achieving these objectives involved a comprehensive, data-driven strategy focused on the following key areas:
1. In-Depth Keyword Research
We conducted extensive research to identify high-intent keywords relevant to Dependable Painting’s services and target audience. This included terms that potential clients use when searching for painting services in Northern Virginia. Using tools like Google Keyword Planner and competitive analysis, we identified opportunities to target keywords with high search volume and low competition.
2. Engaging Ad Copy and Creative Development
Creating compelling ad copy and visuals was crucial to capturing the attention of potential clients. We developed persuasive ad headlines and descriptions that highlighted the unique benefits of Dependable Painting, such as their experienced painters, high-quality workmanship, and comprehensive service offerings. Additionally, we utilized A/B testing to refine ad creatives, ensuring the highest possible click-through rates (CTR) and conversion rates.
3. Targeted Campaign Structuring
We segmented the Google Ads campaigns into distinct categories based on service types, user intent, and geographic regions. This granular approach allowed us to tailor ads to specific audience segments, increasing relevance and engagement. For instance, separate campaigns were created for residential painting, commercial painting, and specific services like wallpaper removal and drywall repair.
4. Geographic Targeting and Location Extensions
To maximize reach, we utilized advanced geographic targeting techniques. This included targeting specific regions within Northern Virginia known for their interest in painting services, as well as neighboring areas. Additionally, we used location extensions to provide potential clients with easy access to contact information and directions.
5. Landing Page Optimization
To maximize conversions, we collaborated with Dependable Painting to optimize their landing pages. This included improving page load times, enhancing mobile responsiveness, and implementing clear calls-to-action (CTAs). By aligning the landing page content with the ad copy, we ensured a seamless user experience that encouraged visitors to request quotes or schedule consultations.
6. Bid Management and Budget Allocation
Effective bid management was critical to maintaining cost-efficiency. We employed automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) and Target ROAS (Return on Ad Spend), to optimize bids in real-time based on performance data. Additionally, we continuously monitored and adjusted budget allocation to prioritize high-performing campaigns and keywords.
Results Achieved
The implementation of our strategic Google Ads management plan yielded significant improvements for Dependable Painting across multiple performance metrics:
- Increased Impressions and Clicks: The optimized keyword targeting and compelling ad creatives led to a substantial increase in both impressions and clicks, driving more traffic to Dependable Painting’s website.
- Higher Conversion Rates: Enhanced landing page experiences and targeted campaigns resulted in higher conversion rates, with a notable increase in quote requests and consultation bookings.
- Improved ROI: Through precise bid management and budget allocation, we achieved a significant reduction in cost-per-click (CPC) and cost-per-acquisition (CPA), leading to a higher overall ROI for the advertising spend.
- Expanded Geographic Reach: Dependable Painting experienced improved brand visibility not only locally but also in neighboring regions, attracting a diverse pool of potential clients.
Specific Examples of Campaign Success
One particularly successful campaign focused on promoting Dependable Painting’s residential painting services. By using highly specific keywords such as “residential painting Northern Virginia” and “house painters near me,” we attracted homeowners actively seeking painting services. This campaign not only drove traffic but also significantly increased the number of quote requests from potential clients.
Another effective strategy involved geo-targeting commercial properties and businesses within Northern Virginia known for their need for painting services. By tailoring ad content to highlight the benefits of Dependable Painting’s commercial services, we boosted engagement and conversions in these key areas, further driving client growth.
Concierge Flooring, Nashville, TN
Concierge Flooring is a leading flooring service provider based in Northern Kentuck and Alabama, this Multi Unit Operator specializes in both residential and commercial flooring solutions. Known for their high-quality products and exceptional customer service, Concierge Flooring offers a wide range of services, including hardwood flooring, carpet installation, tile flooring, and luxury vinyl plank installation. Their team of experienced professionals is dedicated to delivering outstanding results, ensuring every project meets the client’s expectations. Partnering with The Home Depot, the offer many On Site Services which are very popular with homeowners.
Despite their strong reputation and comprehensive service offerings, Concierge Flooring faced several challenges in maximizing their online presence and attracting new clients through digital marketing. The primary challenges included:
- High Competition: The flooring services market in San Diego is highly competitive, with numerous companies vying for visibility in both organic and paid search results.
- Targeting Specific Demographics: Reaching homeowners, property managers, and businesses in need of flooring services was crucial to their marketing strategy.
- Geographic Targeting: Expanding their market reach to include both local and neighboring areas to attract a broader customer base.
- Cost-Efficient Advertising: Ensuring a high return on investment (ROI) from their advertising spend while maintaining cost-efficiency was essential.
Objectives
To address these challenges, Concierge Flooring partnered with our digital marketing agency to leverage our expertise in Google Ads management. Our primary objectives were:
- Increase Online Visibility: Enhance Concierge Flooring’s presence in search engine results to capture a larger share of the flooring services market.
- Drive High-Quality Leads: Attract high-intent leads that are more likely to convert into clients.
- Optimize Ad Spend: Improve the cost-efficiency of their Google Ads campaigns to ensure maximum ROI.
The implementation of our strategic Google Ads management plan yielded significant improvements for Concierge Flooring across multiple performance metrics:
- Increased Impressions and Clicks: The optimized keyword targeting and compelling ad creatives led to a substantial increase in both impressions and clicks, driving more traffic to Concierge Flooring’s website.
- Higher Conversion Rates: Enhanced landing page experiences and targeted campaigns resulted in higher conversion rates, with a notable increase in quote requests and consultation bookings.
- Improved ROI: Through precise bid management and budget allocation, we achieved a significant reduction in cost-per-click (CPC) and cost-per-acquisition (CPA), leading to a higher overall ROI for the advertising spend.
- Expanded Geographic Reach: Concierge Flooring experienced improved brand visibility not only locally but also in neighboring regions, attracting a diverse pool of potential clients.
One particularly successful campaign focused on promoting Concierge Flooring’s hardwood flooring services. By using highly specific keywords such as “hardwood flooring San Diego” and “hardwood floor installation near me,” we attracted homeowners actively seeking flooring services. This campaign not only drove traffic but also significantly increased the number of quote requests from potential clients.
Another effective strategy involved geo-targeting commercial properties and businesses within San Diego known for their need for flooring services. By tailoring ad content to highlight the benefits of Concierge Flooring’s commercial services, we boosted engagement and conversions in these key areas, further driving client growth.
Our collaboration with Concierge Flooring demonstrates the power of strategic Google Ads management in driving awareness and engagement for specialized home services markets. By leveraging data-driven insights, targeted campaigns, and continuous optimization, we successfully elevated Concierge Flooring’s digital engagement and delivered exceptional results. This case study highlights our commitment to delivering measurable success for our clients and showcases our expertise in managing high-impact Google Ads campaigns.
For home services executives seeking to enhance their digital marketing efforts, our proven approach offers a clear path to achieving superior online visibility, quality lead generation, and optimized ad spend. Partner with us to unlock your organization’s full potential through expertly managed Google Ads campaigns.
Majestic Painting, Denver, CO
Majestic Painting is a leading painting service provider based in Denver, Colorado, specializing in both residential and commercial painting. Known for their high-quality workmanship and exceptional customer service, Majestic Painting offers a wide range of services, including interior and exterior painting, drywall repair, and color consultation. Their team of experienced painters is dedicated to delivering outstanding results, ensuring every project meets the client’s expectations
Despite their strong reputation and comprehensive service offerings, Majestic Painting faced several challenges in maximizing their online presence and attracting new clients through digital marketing. The primary challenges included:
- High Competition: The painting services market in Denver is highly competitive, with numerous companies vying for visibility in both organic and paid search results.
- Targeting Specific Demographics: Reaching homeowners, property managers, and businesses in need of painting services was crucial to their marketing strategy.
- Geographic Targeting: Expanding their market reach to include both local and neighboring areas to attract a broader customer base.
- Cost-Efficient Advertising: Ensuring a high return on investment (ROI) from their advertising spend while maintaining cost-efficiency was essential.
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Our approach to achieving these objectives involved a comprehensive, data-driven strategy focused on the following key areas:
1. In-Depth Keyword Research
We conducted extensive research to identify high-intent keywords relevant to Majestic Painting’s services and target audience. This included terms that potential clients use when searching for painting services in Denver. Using tools like Google Keyword Planner and competitive analysis, we identified opportunities to target keywords with high search volume and low competition.
2. Engaging Ad Copy and Creative Development
Creating compelling ad copy and visuals was crucial to capturing the attention of potential clients. We developed persuasive ad headlines and descriptions that highlighted the unique benefits of Majestic Painting, such as their experienced painters, high-quality workmanship, and comprehensive service offerings. Additionally, we utilized A/B testing to refine ad creatives, ensuring the highest possible click-through rates (CTR) and conversion rates.
3. Targeted Campaign Structuring
We segmented the Google Ads campaigns into distinct categories based on service types, user intent, and geographic regions. This granular approach allowed us to tailor ads to specific audience segments, increasing relevance and engagement. For instance, separate campaigns were created for residential painting, commercial painting, and specific services like drywall repair and color consultation.
4. Geographic Targeting and Location Extensions
To maximize reach, we utilized advanced geographic targeting techniques. This included targeting specific regions within Denver known for their interest in painting services, as well as neighboring areas. Additionally, we used location extensions to provide potential clients with easy access to contact information and directions.
5. Landing Page Optimization
To maximize conversions, we collaborated with Majestic Painting to optimize their landing pages. This included improving page load times, enhancing mobile responsiveness, and implementing clear calls-to-action (CTAs). By aligning the landing page content with the ad copy, we ensured a seamless user experience that encouraged visitors to request quotes or schedule consultations.
6. Bid Management and Budget Allocation
Effective bid management was critical to maintaining cost-efficiency. We employed automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) and Target ROAS (Return on Ad Spend), to optimize bids in real-time based on performance data. Additionally, we continuously monitored and adjusted budget allocation to prioritize high-performing campaigns and keywords.
Results Achieved
The implementation of our strategic Google Ads management plan yielded significant improvements for Majestic Painting across multiple performance metrics:
- Increased Impressions and Clicks: The optimized keyword targeting and compelling ad creatives led to a substantial increase in both impressions and clicks, driving more traffic to Majestic Painting’s website.
- Higher Conversion Rates: Enhanced landing page experiences and targeted campaigns resulted in higher conversion rates, with a notable increase in quote requests and consultation bookings.
- Improved ROI: Through precise bid management and budget allocation, we achieved a significant reduction in cost-per-click (CPC) and cost-per-acquisition (CPA), leading to a higher overall ROI for the advertising spend.
- Expanded Geographic Reach: Majestic Painting experienced improved brand visibility not only locally but also in neighboring regions, attracting a diverse pool of potential clients.
Specific Examples of Campaign Success
One particularly successful campaign focused on promoting Majestic Painting’s residential painting services. By using highly specific keywords such as “residential painting Denver” and “house painters near me,” we attracted homeowners actively seeking painting services. This campaign not only drove traffic but also significantly increased the number of quote requests from potential clients.
Another effective strategy involved geo-targeting commercial properties and businesses within Denver known for their need for painting services. By tailoring ad content to highlight the benefits of Majestic Painting’s commercial services, we boosted engagement and conversions in these key areas, further driving client growth.
Conclusion
Our collaboration with Majestic Painting demonstrates the power of strategic Google Ads management in driving awareness and engagement for specialized home services markets. By leveraging data-driven insights, targeted campaigns, and continuous optimization, we successfully elevated Majestic Painting’s digital engagement and delivered exceptional results. This case study highlights our commitment to delivering measurable success for our clients and showcases our expertise in managing high-impact Google Ads campaigns.
For home services executives seeking to enhance their digital marketing efforts, our proven approach offers a clear path to achieving superior online visibility, quality lead generation, and optimized ad spend. Partner with us to unlock your organization’s full potential through expertly managed Google Ads campaigns.
Chady Cleaning, Nashville,TN
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R&S Flooring , Nashville, TN
R&S Wood Flooring is a leading flooring service provider based in Brentwood, TN, specializing in hardwood flooring installation, refinishing, and repair for both residential and commercial properties. Known for their high-quality craftsmanship and exceptional customer service, R&S Wood Flooring offers a wide range of services, including custom hardwood floor installation, sanding and refinishing, and maintenance. Their team of experienced professionals is dedicated to delivering outstanding results, ensuring every project meets the client’s expectations.
Challenges Faced
Despite their strong reputation and comprehensive service offerings, R&S Wood Flooring faced several challenges in maximizing their online presence and attracting new clients through digital marketing. The primary challenges included:
- High Competition: The flooring services market in South Nashville is highly competitive, with numerous companies vying for visibility in both organic and paid search results.
- Targeting Specific Demographics: Reaching homeowners, property managers, and businesses in need of flooring services was crucial to their marketing strategy.
- Geographic Targeting: Expanding their market reach to include both local and neighboring areas to attract a broader customer base.
- Cost-Efficient Advertising: Ensuring a high return on investment (ROI) from their advertising spend while maintaining cost-efficiency was essential.
Objectives
To address these challenges, R&S Wood Flooring partnered with our digital marketing agency to leverage our expertise in Google Ads management. Our primary objectives were:
- Increase Online Visibility: Enhance R&S Wood Flooring’s presence in search engine results to capture a larger share of the flooring services market.
- Drive High-Quality Leads: Attract high-intent leads that are more likely to convert into clients.
- Optimize Ad Spend: Improve the cost-efficiency of their Google Ads campaigns to ensure maximum ROI.
Strategy and Implementation
Our approach to achieving these objectives involved a comprehensive, data-driven strategy focused on the following key areas:
1. In-Depth Keyword Research
We conducted extensive research to identify high-intent keywords relevant to R&S Wood Flooring’s services and target audience. This included terms that potential clients use when searching for flooring services in New Jersey. Using tools like Google Keyword Planner and competitive analysis, we identified opportunities to target keywords with high search volume and low competition.
2. Engaging Ad Copy and Creative Development
Creating compelling ad copy and visuals was crucial to capturing the attention of potential clients. We developed persuasive ad headlines and descriptions that highlighted the unique benefits of R&S Wood Flooring, such as their experienced professionals, high-quality craftsmanship, and comprehensive service offerings. Additionally, we utilized A/B testing to refine ad creatives, ensuring the highest possible click-through rates (CTR) and conversion rates.
3. Targeted Campaign Structuring
We segmented the Google Ads campaigns into distinct categories based on service types, user intent, and geographic regions. This granular approach allowed us to tailor ads to specific audience segments, increasing relevance and engagement. For instance, separate campaigns were created for hardwood floor installation, refinishing, and repair.
4. Geographic Targeting and Location Extensions
To maximize reach, we utilized advanced geographic targeting techniques. This included targeting specific regions within New Jersey known for their interest in flooring services, as well as neighboring areas. Additionally, we used location extensions to provide potential clients with easy access to contact information and directions.
5. Landing Page Optimization
To maximize conversions, we collaborated with R&S Wood Flooring to optimize their landing pages. This included improving page load times, enhancing mobile responsiveness, and implementing clear calls-to-action (CTAs). By aligning the landing page content with the ad copy, we ensured a seamless user experience that encouraged visitors to request quotes or schedule consultations.
6. Bid Management and Budget Allocation
Effective bid management was critical to maintaining cost-efficiency. We employed automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) and Target ROAS (Return on Ad Spend), to optimize bids in real-time based on performance data. Additionally, we continuously monitored and adjusted budget allocation to prioritize high-performing campaigns and keywords.
Results Achieved
The implementation of our strategic Google Ads management plan yielded significant improvements for R&S Wood Flooring across multiple performance metrics:
- Increased Impressions and Clicks: The optimized keyword targeting and compelling ad creatives led to a substantial increase in both impressions and clicks, driving more traffic to R&S Wood Flooring’s website.
- Higher Conversion Rates: Enhanced landing page experiences and targeted campaigns resulted in higher conversion rates, with a notable increase in quote requests and consultation bookings.
- Improved ROI: Through precise bid management and budget allocation, we achieved a significant reduction in cost-per-click (CPC) and cost-per-acquisition (CPA), leading to a higher overall ROI for the advertising spend.
- Expanded Geographic Reach: R&S Wood Flooring experienced improved brand visibility not only locally but also in neighboring regions, attracting a diverse pool of potential clients.
Specific Examples of Campaign Success
One particularly successful campaign focused on promoting R&S Wood Flooring’s hardwood floor installation services. By using highly specific keywords such as “hardwood floor installation New Jersey” and “wood floor installers near me,” we attracted homeowners actively seeking flooring services. This campaign not only drove traffic but also significantly increased the number of quote requests from potential clients.
Another effective strategy involved geo-targeting commercial properties and businesses within New Jersey known for their need for flooring services. By tailoring ad content to highlight the benefits of R&S Wood Flooring’s commercial services, we boosted engagement and conversions in these key areas, further driving client growth.
Client Testimonial
“Partnering with [Your Agency Name] has significantly enhanced our digital marketing strategy. Their expertise in Google Ads management has greatly improved our online presence and client engagement efforts. The results are outstanding, and we have seen a tangible impact on our quote requests and consultation bookings.” – [Client Name], [Client Title] at R&S Wood Flooring
Conclusion
Our collaboration with R&S Wood Flooring demonstrates the power of strategic Google Ads management in driving awareness and engagement for specialized home services markets. By leveraging data-driven insights, targeted campaigns, and continuous optimization, we successfully elevated R&S Wood Flooring’s digital engagement and delivered exceptional results. This case study highlights our commitment to delivering measurable success for our clients and showcases our expertise in managing high-impact Google Ads campaigns.
For home services executives seeking to enhance their digital marketing efforts, our proven approach offers a clear path to achieving superior online visibility, quality lead generation, and optimized ad spend. Partner with us to unlock your organization’s full potential through expertly managed Google Ads campaigns.
Everstead Engineering, Lee's Summit, MO
Everstead Engineering is a premier home remodeling and renovation company based in Lee’s Summit, Missouri. Known for their high-quality craftsmanship and exceptional customer service, Everstead offers a wide range of services, including kitchen and bathroom remodeling, basement finishing, home additions, and Home Design Services. Their team of experienced professionals is dedicated to delivering outstanding results, ensuring every project meets the client’s expectations and exceeds industry standards.
Challenges Faced
Despite their strong reputation and comprehensive service offerings, Everstead faced several challenges in maximizing their online presence and attracting new clients through digital marketing. The primary challenges included:
- High Competition: The home remodeling market in Kansas City is highly competitive, with numerous companies vying for visibility in both organic and paid search results.
- Targeting Specific Demographics: Reaching homeowners in need of remodeling and renovation services was crucial to their marketing strategy.
- Geographic Targeting: Expanding their market reach to include both local and neighboring areas to attract a broader customer base.
- Cost-Efficient Advertising: Ensuring a high return on investment (ROI) from their advertising spend while maintaining cost-efficiency was essential.
Objectives
To address these challenges, Everstead partnered with our digital marketing agency to leverage our expertise in Google Ads management. Our primary objectives were:
- Increase Online Visibility: Enhance Everstead’s presence in local Kansas City search engine results to capture a larger share of the home remodeling market.
- Drive High-Quality Leads: Attract high-intent leads from Homeowners that are more likely to convert into clients.
- Optimize Ad Spend: Improve the cost-efficiency of their Google Ads campaigns to ensure maximum ROI.
Strategy and Implementation
Our approach to achieving these objectives involved a comprehensive, data-driven strategy focused on the following key areas:
1. In-Depth Keyword Research
We conducted extensive research to identify high-intent keywords relevant to Everstead’s services and target audience. This included terms that potential clients use when searching for home remodeling and renovation services in Atlanta. Using tools like Google Keyword Planner and competitive analysis, we identified opportunities to target keywords with high search volume and low competition.
2. Engaging Ad Copy and Creative Development
Creating compelling ad copy and visuals was crucial to capturing the attention of potential clients. We developed persuasive ad headlines and descriptions that highlighted the unique benefits of Everstead, such as their experienced team, high-quality craftsmanship, and comprehensive service offerings. Additionally, we utilized A/B testing to refine ad creatives, ensuring the highest possible click-through rates (CTR) and conversion rates.
3. Targeted Campaign Structuring
We segmented the Google Ads campaigns into distinct categories based on service types, user intent, and geographic regions. This granular approach allowed us to tailor ads to specific audience segments, increasing relevance and engagement. For instance, separate campaigns were created for kitchen remodeling, bathroom remodeling, basement finishing, home additions, and custom renovations.
4. Geographic Targeting and Location Extensions
To maximize reach, we utilized advanced geographic targeting techniques. This included targeting specific regions within Atlanta known for their interest in home remodeling services, as well as neighboring areas. Additionally, we used location extensions to provide potential clients with easy access to contact information and directions.
5. Landing Page Optimization
To maximize conversions, we collaborated with Everstead to optimize their landing pages. This included improving page load times, enhancing mobile responsiveness, and implementing clear calls-to-action (CTAs). By aligning the landing page content with the ad copy, we ensured a seamless user experience that encouraged visitors to request quotes or schedule consultations.
6. Bid Management and Budget Allocation
Effective bid management was critical to maintaining cost-efficiency. We employed automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) and Target ROAS (Return on Ad Spend), to optimize bids in real-time based on performance data. Additionally, we continuously monitored and adjusted budget allocation to prioritize high-performing campaigns and keywords.
Results Achieved
The implementation of our strategic Google Ads management plan yielded significant improvements for Everstead across multiple performance metrics:
- Increased Impressions and Clicks: The optimized keyword targeting and compelling ad creatives led to a substantial increase in both impressions and clicks, driving more traffic to Everstead’s website.
- Higher Conversion Rates: Enhanced landing page experiences and targeted campaigns resulted in higher conversion rates, with a notable increase in quote requests and consultation bookings.
- Improved ROI: Through precise bid management and budget allocation, we achieved a significant reduction in cost-per-click (CPC) and cost-per-acquisition (CPA), leading to a higher overall ROI for the advertising spend.
- Expanded Geographic Reach: Everstead experienced improved brand visibility not only locally but also in neighboring regions, attracting a diverse pool of potential clients.
Specific Examples of Campaign Success
One particularly successful campaign focused on promoting Everstead’s kitchen remodeling services. By using highly specific keywords such as “kitchen remodeling Lee’s Summit” and “kitchen renovation near me,” we attracted homeowners actively seeking remodeling services. This campaign not only drove traffic but also significantly increased the number of quote requests from potential clients.
Another effective strategy involved geo-targeting affluent neighborhoods and communities within the great Kansas City Area known for their interest in home renovations. By tailoring ad content to highlight the benefits of Everstead’s remodeling services, we boosted engagement and conversions in these key areas, further driving client growth.
Client Testimonial
“Partnering with Music City Digital has significantly enhanced our digital marketing strategy. Their expertise in Google Ads management has greatly improved our online presence and client engagement efforts. The results are outstanding, and we have seen a tangible impact on our quote requests and consultation bookings.” – Mathew Sockrider, CFO at Everstead
Conclusion
Our collaboration with Everstead demonstrates the power of strategic Google Ads management in driving awareness and engagement for specialized home services markets. By leveraging data-driven insights, targeted campaigns, and continuous optimization, we successfully elevated Everstead’s digital engagement and delivered exceptional results. This case study highlights our commitment to delivering measurable success for our clients and showcases our expertise in managing high-impact Google Ads campaigns.
For home services executives seeking to enhance their digital marketing efforts, our proven approach offers a clear path to achieving superior online visibility, quality lead generation, and optimized ad spend. Partner with us to unlock your organization’s full potential through expertly managed Google Ads campaigns.
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614 Pools Google Ads Ads Account Audit with Recommendations
614 Pools Google Ads Ads Account Audit with Recommendations
596-620-3127 Mike Leone
Look Back Period: *Very Long Account History with majority of action in last 3 years*
Special Questions: None
Summary
As presented the account has generated 1.59 million impressions which have resulted in 14,100 users being brought to the website at roughly a 0.89% click-through rate. Of those users 279 have resulted in conversion actions being recorded on the website for a conversion rate of 2.24%. Total advertising cost during this time was $17,300 with an average cost per conversion of $55.90 and an average cost per click of $1.23.
These metrics indicate that the account has been very Display and/or Cross Network heavy in that the click-through rate is very low compared to what we typically see in a search-based ad account at account level. Average cost per click seems to be below industry averages however, your average cost per conversion seems to be a reasonable cost to pay for a lead that could result in a five figure plus job. With that said there’s always opportunity to increase the quality of leads and the volume of leads coming out of an account. The recommendations that follow breakdown specific areas of your account that we believe could benefit from modification.
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Campaign Structure & Bid Strategies-
There are three Active search campaigns in the account. We see that they are set to maximize conversion or maximize conversion Target cost per acquisition bid strategies.
We also see that they are both opted into the Search Partners Network targeting English language users in 20 to 26 specific Geographic locations in Ohio. Ad scheduling is set to all day, with no active bid adjustments enabled on these active campaigns which are also targeting all devices.
Looking at your historical data we can see some campaigns that have had some fairly good metrics of success in terms of click-through rate and conversion rate. More specifically the “vinyl liner replacement” campaign had a 12.127% Click thru rate and a 3.28% conversion rate. That is a well-performing campaign. We also see conversion rates in double digits for the “search pool opening 2022” campaigns.
We also see some display remarketing campaigns that have generated some very low click-through rates and overall conversion rates. It appears that these campaigns have generated the majority of Impressions on the account which have skewed metrics being reported at the top of the account.
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Recommendations: As you have already done, we recommend pursuing a search-first strategy. We believe that search provides the best bang for the buck in the lowest cost per acquisition for leads in your industry, out of all of the different segments of the Google marketing platform. You’ve already seen how display and remarketing can generate a lot of brand awareness but not a lot of bottom of funnel results in terms of Revenue generation for your business.
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Looking at your active campaigns we would recommend removing search Partners from your Network targeting. This assures that all of your advertising dollars in search results come from the search engine results page and not third-party applications or websites that are part of the Google marketing platform. We also recommend utilizing ad scheduling on the account as the historical data indicates that there is a clear preference during the middle of the day for conversion to occur. We also recommend switching all campaigns to maximize conversion bid strategy to Maximize your lead generation potential On Any Given day.
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Networks – Network data tells a very interesting story. We can see below that the vast majority of your impressions and clicks generated so far have come from the Display Network. While 85% of Impressions and 55% of clicks can be attributed to display, only 6.1% of conversions are also attributed there. Compare this data to what we see happening on the search side of the equation which has only generated 8.2% of total impressions yet that has resulted in 41.9% of all clicks and a staggering 93.5% of all conversions in the account. Continuing on this analysis we see that search provides the highest click-through rates at 4.55% compared to half a percent for display network. We also see that conversion rates are much higher on search at 4.71% compared to 0.26% on display network. Finally average cost per conversion on search is averaging $50.73 versus $11 per conversion on display.
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Recommendation: The data speaks for itself. We recommend avoiding display and Cross Network type campaigns as they do not produce the high intent, high value traffic that Google Search provides. As part of pursuing a search first strategy your data will naturally shift.
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Devices- Device data indicates a prevalence for mobile devices in the account, this is typical of what we see in most accounts as it is a mobile first world. With that said there is still some activity from computers and all so tablets which is somewhat surprising. We typically don’t see a lot of activity from tablets in any vertical. In your account 61% of Impressions have gone towards mobile devices which has resulted in 72% of total clicks and 86.4% of total conversions. Computers represent 10.4% of conversions while tablets represent just 3.2%.
We also see lower cost per conversions from users coming from mobile devices with an average cost per conversion of $48.45 versus computers with an average cost per conversion of $110.93 per action.
Recommendation: We recommend keeping your ads available to serve on all devices except for Tablets. The volume of searches on those devices is better spent on Mobile and Desktop.
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Location Targeting- We are seeing primarily City and Zip code targeting enabled on the account.
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Recommendation: We have no recommendations on location targeting other than you may want to increase to radius location targeting or DMA targeting to cast a slightly wider net. However, if you already have firmly established service areas that you are not able to go beyond we recommend keeping your setup as it is.
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Ad Scheduling- Ad scheduling is enabled on the account, however, it is not enabled in a way that shifts your impression share towards the times of day where users are most likely to result in a click or a conversion. This time of day is represented in the second screenshot below and we can see a clear preponderance of data that suggests that 10:00 a.m. to 7:00 p.m. are the top performing hours of the day.
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Recommendation: We recommend putting an ad schedule between 7:00 a.m. and 7:00 p.m. each day to run your ads
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Keywords – We do see keywords in the account related to pool cleaning as well as common pool repair services.Majority of spend has gone to broad match terms.
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Negative Keywords? Yes. ~240 keywords in the account.
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Recommendation: We also feel that broad matches are too broad in its targeting and for those reasons we recommend exact match and phrase match keywords be utilized exclusively within this account. by switching to phrase and exact match keywords we will be targeting higher intent users which should result in more conversions at a lower cost per acquisition.
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Conversions – Conversions are actively being recorded in the account. I only see conversions coming from the website, calls from ads, Google hosted conversions. I do not see any Google Analytics 4 data being fed into the account.
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Recommendation: We recommend upgrading to Google Analytics 4 immediately. On July 1st of this year Google is mandating going from Universal analytics to Google Analytics 4. We also recommend installing Google tag manager and updating analytics so that we can continue feeding back conversion data from your website to Google ads to be optimized.
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Ads – Top performing ad by costs are screenshotted below. We can see some fairly good results with responsive search ads in the account with conversion rates ranging from 5 to 8.75%. We do see some poor and average ad strength ratings which can easily be improved. It appears that the majority of your leads are coming from just a handful of ads.
Recommendation: We recommend improving your ad strength through integrating more relevant keywords in two your ads as well as working on landing page optimization to provide compelling calls to action and unique value propositions to your clients once they arrive at your website. We would also add at least one more responsive add to each ad group.
Call-Only Ad Groups can be a good way to quickly qualify leads but they can have CPA’s 3-4 times higher than sending traffic to a website.
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Extensions – We see sitelinks, callouts and call extensions enabled on the account.
Recommendation: We recommend using a full variety of assets that are available for your account including image and dynamic image extensions. Promos, Structured Snippets and location extensions as well. Each extension acts to increase the amount of digital real estate that your ad takes up on the search engine results page and also provides users another action to take to interact with your business.
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Search Impression Share – Search impression share data indicates During the look-back period you represent 33.36% of searches. This is a significant command of the market in your geographic area for your keywords.
Recommendation: We do not have any recommendations for increasing ad spend based on this data.