Google Ad Management for Bus Rental
Dimitri Petit-Frére
Client Challenge
The primary challenge for this bus rental client was to increase conversions while reducing the cost per conversion. The client was spending more on ads but achieving fewer conversions, and there were complaints about the lack of optimization in their campaigns.
Client Problems Before Our Intervention
Spending More With Less Conversions: The client was overspending on ads without achieving the desired conversion rates.
Complaints Regarding Optimization: The client was dissatisfied with the lack of strategic optimization in their campaigns.
Reasons for Low Performance (Identified by Us)
Keywords Not in All Match Types: Keywords were not utilized in broad, phrase, and exact match types, limiting reach and efficiency.
No Proper Forms on Website: The website lacked proper forms, which hindered lead generation.
Inappropriate Budget Allocation: The budget was not allocated effectively to high-performing campaigns.
Solution & Process
We took over the campaigns and implemented a strategic approach to address the issues and improve performance. Below are the key steps we took:
Landing Page Optimization:
We allocated and built a new landing page designed from a PPC perspective to improve user experience and conversion rates.
Ad Copy Testing:
We tested multiple ad copies with different headlines and descriptions, which performed significantly better than the old ads, increasing CTR and reducing cost per conversion.
Keyword Expansion:
Added broad keywords to expand reach and capture more potential customers.
Budget Reallocation:
Allocated the budget to the best-performing campaigns to maximize ROI.
Targeted Location Bidding:
Increased bids for targeted locations to focus on high-converting areas.
Results
Over a period of 3 months, the campaigns showed significant improvement in conversions and cost efficiency. Below are the key results:
Increase in Conversions: Conversions grew steadily from May 2018 to July 2018.
Decrease in Cost per Conversion: The cost per conversion dropped significantly, improving ROI.
Performance Graph
Below is a graph illustrating the increase in conversions and decrease in cost per conversion over the 3-month period:
Note: The graph above is a representation of the data provided in the case study. The actual graph would show a steady increase in conversions and a decrease in cost per conversion from May 2018 to July 2018.
Key Metrics (Before vs. After)
Why This Campaign Succeeded
Landing Page Optimization: A new, PPC-focused landing page improved user experience and conversions.
Ad Copy Testing: Continuously tested and refined ad copies to improve CTR and reduce costs.
Keyword Expansion: Added broad keywords to capture more potential customers.
Budget Reallocation: Focused budget on high-performing campaigns to maximize ROI.
Targeted Location Bidding: Increased bids for high-converting locations to improve efficiency.
Conclusion
By addressing the client’s challenges with a data-driven and strategic approach, we were able to significantly improve their Google Ads performance. The campaigns achieved higher conversions, lower cost per conversion, and improved ROI, making this a successful case study in the bus rental industry.
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Posted Jan 6, 2025
Boosted bus rental conversions & slashed cost/conversion by 66% in 3 months with optimized landing pages, ad copy testing, & targeted bidding.
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