Running a small business can be incredibly challenging, especially when you’re trying to juggle multiple responsibilities and keep everything afloat. Take the case of a concrete business owner who faced a tough situation at the beginning of the year. With no jobs lined up and the possibility of having to mortgage their home to keep the business going, they turned to Google Ads for help. Their past attempts had been unsuccessful, but they hoped that this time, things would be different.
When they reached out to us, we began with an assessment of their past ad campaign and came to the conclusion of starting fresh with a new Google Ads campaign. Initially, the ads brought in some calls and even landed a job, but the results were not as impressive as they had hoped. They needed more than just ads; they needed a comprehensive strategy.
The Missing Link: SEO Integration
We realized that the key to boosting the ad performance lay in optimizing their SEO. Their Google Business Profile and social media channels needed updates. Most importantly, their website’s landing page wasn’t effectively designed to convert visitors into leads.
We suggested them to work with a web developer to revamp the landing page. By adding relevant keywords and a more compelling call to action, we aimed to improve the page’s performance. This SEO-focused approach led to a significant boost in the effectiveness of their Google Ad performance. They started getting more inquiries, which helped stabilize their business and keep their team employed.
The ad started March 23 – May 11 (50 days)
Clicks: 40
Impressions: 5864
Conversion Rate: 5%
Avg. Cost Per Click (CPC): $2.16
The ad performance after the implementation: May 12 – June 23 (50 days)
Clicks: 217
Impressions: 12,823
Conversion Rate: 5.99%
Avg. Cost Per Click (CPC): $1.65
As you can see, everything has increased which could be argued with the time of season, but the Average CPC went down. This indicates that changing the content on the website increased the quality score of the Google ad and factors such as budget and keywords were not changed during this period.
Expanding to New Services: The Surfacing Challenge
Feeling optimistic about their progress, they decided to launch a new ad campaign for their surfacing service. However, this new campaign faced a different problem: while it attracted a lot of clicks, it didn’t generate many leads, and the high volume of clicks was costing them a lot.
The Solution: Fine-Tuning Keywords and Landing Pages
To address this, we dove into detailed keyword research to eliminate irrelevant terms and refine targeting. We also updated the landing page to better align with the keywords we wanted to target. These adjustments helped to filter out less relevant traffic and attract more of the right audience.
The result? The new strategy improved the quality of leads significantly, giving a better return on their ad spend. Their business saw a noticeable uptick in inquiries related to epoxy resin surfacing.
The Takeaway: Integrating SEO with Google Ads
This story underscores a critical lesson for small businesses: effective SEO is crucial for maximizing the impact of your Google Ads campaigns. By ensuring your website and landing pages are optimized with relevant keywords and clear calls to action, you can dramatically improve your ad performance and drive more valuable leads.
If you’re struggling with your Google Ads, consider evaluating your SEO strategy. Even small adjustments can make a big difference. Just like our client, you too can achieve better results with the right combination of SEO and ad strategy.
Ready to boost your Google Ads performance? Get in touch with us to see how we can help you achieve similar results.
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