PPC Case Studies
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At 4PointDigital our goal is to get the maximum return on investment (ROI) for our clients. We work in many verticals and industries. Check out our cases studies and schedule a call with one of our experts today!
Humble Sign Co
➡️ Humble Sign Co. was running campaigns for over a year with moderate success. The account was being managed internally and the owner wanted to get more out of what they were spending.
➡️ We created new campaigns, rebuilt others, created new ads, added negative terms and made a few advanced bidding adjustments.
➡️ We took over the campaign towards the end of September. You can see that the number of leads (in the short amount of time we managed it) was already at the highest levels it had ever see when it came to the number of leads at the lowest cost.
➡️ After a full month the campaign had seen a 55% reduction in advertising costs. While increasing leads by 158%. The CPA went from $265 to $45. A decrease of 83%
BiocideSystems
➡️ Biocide Systems was running a shopping campaign that was converting at $137 (red line) prior to hiring 4PointDigital. In order for the company to profit – conversions needed to be under $100.
➡️ We revamped the campaign by adding negative terms, branching out products, and improved positioning.
➡️ We then built out a keyword-driven text campaign to support our shopping efforts.
➡️ We were able to increase conversions while lowering the CPA. At the time of this case study, the cost per lead had dropped down to just $57!
Veteran Movers
Veterans Movers faced some fierce competition in a very crowded market in NYC. The biggest issue they faced was not knowing what it cost them to acquire a customer. they were spending money, but were not tracking leads and calls.
They were bidding on many generic and broad terms within their existing campaign. The account lacked negative keywords and their ads had no calls to action. The CPC was high due to bidding on very broad terms such as “move”.
We researched their market, their competitors and leveraged their uniqueness. Employing veterans separated them from other moving companies and I used that in the ads.
We of course set up conversion and call tracking (on the site). We were careful with the key-terms and populated the account with negative terms in order to avoid irrelevant searches.
We continued to add negative keywords as I came across them to help improve the overall CPA.
We were able to drive in 90 leads at a cost of $27 per lead with a conversion rate of 44.12%!
Modern Storage
The client wasn’t seeing many calls to their locations. They needed to get calls ASAP or the business would be at risk of closing their doors. The account faced many challenges. One of them being locations were very close to each other and one location was getting all of the calls and business.
After conducting an audit of each of the locations, we then worked on customizing keywords based on each location and the amenities each location had.
We had only a few weeks to produce results. Our team worked diligently to get these campaigns in order. As you can see in the graph below calls went from less than 20 calls a month to over 100 .
Conversion rates on average was around 7% . In less than a month we were able to cut the CPA down to $40 and increase the conversion rate to 12%. That's the highest the campaign has ever had.
In just a few weeks we had given them the most calls they ever had, with a low CPA at the highest conversion rate. Huge success!
Shiny Prints
This ecommerce company had a campaign that was spending a lot of money with little results. The CPA was very high and the ROI was poor.
The client had a handful of conversions per month with a CPA as high as $250.
We restructured the campaign, changed the bid strategy, improved the ad groups, wrote new ads, and calls to actions.
In one month conversions shot up to 77 with a cost per conversion of $44.
The campaign went from a negative ROAS to a ROAS of over 500%. Which means; for every dollar they spent they were making more than five.
The Cochran Firm
The Cochran Firm hired us to work on their “Police brutality” campaign within Google Ads. The quality of leads were fair and the number of leads they received was "decent".
The goal was to lower the amount they were spending while attempting to keep the same amount of leads coming into the firm. Some of what we did to improve performance was;
➡️ The campaign had many broad terms and the search term report showed not many negatives were implemented.
➡️ We cleared out the account, created new ads, added negative terms, increased bids on call extensions and continued to monitor the campaign and make adjustments.
➡️ As you can see the client went from spending over $7,000 to just under $3,000 for about the same number of calls and leads.
➡️ That’s more than a 62% decrease in spend.
The leads were better and more qualified cases were delivered to the law firm.
A-1 Auto Transportation
A-1 Auto Transportation reached out and asked us if we could run a Bing ads campaign for them as they felt they were already running an effective Google Ads campaign.
We asked to review the account as a courtesy. They agreed 😀
➡️ Once we reviewed the campaign it was clear that the campaign was actually not being maintained well and there was a huge opportunity for growth.
➡️ In one day, we took the campaign from an average of 23 leads per day to over 150! The first few days the CPA was higher than normal, but with a few additional adjustments the campaign is producing significantly more conversions at a slightly higher cost.
➡️ The cost per conversion went up from $9 to $10. However, well in line with the company’s target CPA of $12.
Just Yard Signs
The client had gone through many agencies and was not happy at all with the performance they had seen.
➡️ They were concerned about the bid strategy set in the campaign as well as the lack of ad groups that had been created.
➡️ Many of the keywords were lumped together into one ad group and needed to be broken out.
➡️ The campaign was performing poorly and the cost per conversion was very high – much more than the average order value. We conducted an audit and determined that several factors were causing the high CPA.
➡️ Some of those were poor account structure, not enough negative terms, times of days, and days of the week that were converting too high and certain demographics converted better than others.
✅ We made adjustments to these areas and others. The result was an increase in conversions (red line) at a much lower cost (blue line).
We lowered the CPA by 110% while increasing conversions by 102%!
Pink Orchid
Pink Orchid reached out after the December holiday season with very poor performance on their Google Ad Smart shopping campaigns.
After an audit of the account and some major account structuring we started to see and improvement in the number of sales immediately.
➡️ In December the online store received just 24 orders.
✅ In February the client saw more than 149 orders.
✅ March was the best month to date with more than 273 orders!
✅ The results from December to March was an increase of 1038% in orders.
Once the account was cleaned up and proper ongoing management took place the campaign was able to perform at its highest level.
The Cochran Firm
The Cochran Firm hired us to work on their “Police brutality” campaign within Google Ads. The quality of leads were fair and the number of leads they were receiving was decent.
The goal was to lower the amount they were spending while attempting to keep the same amount of leads coming into the firm. Some of what I did to improve performance was...
➡️ The campaign had many broad terms and the search term report showed that not many negatives were implemented.
➡️ we cleared out the account, created new ads, added negative terms, increased bids on call extensions and continued to monitor the campaign and make adjustments.
✅ As you can see the client went from spending over $7,000 to just under $3,000 for about the same number of calls and leads.
✅ That’s more than a 62% decrease in spend.
✅ The leads were better and more qualified cases were delivered to the law firm.
EasyPro Pressure Wash
EasyPro Pressure Wash was running campaigns for over a year with little result. The campaign had a high CPA and the business couldn’t sustain such a high cost per acquisition.
The client needed more leads at a lower cost and fast! We conducted an audit and discovered that the ad groups were set up poorly and all leads were being sent directly to a quote form.
✅ We restructured the campaign and ad groups. We then built out new ads, added negative key terms, and focused mostly on exact and phrase match.
✅ After a few weeks of positive results, we doubled the budget and added more ad groups based on other services.
We took over the campaign in mid-January. The client went from
9 leads
per month to
42 leads per month. That’s a
129% increase
in leads. The CPA dropped from
$128 per lead to just
$35 a decrease of 72%
