Optimizing Google Ads for a Major Debt Management Brand
Tom Bagshaw
Case Study: Transforming Digital Advertising Performance for My Debt Plan Ltd
Background My Debt Plan Ltd, a debt management company based in the UK, faced significant challenges in maximizing their digital advertising performance. With an average cost per lead (CPL) of £80 and a Google Tag Manager (GTM) setup that was not functioning correctly, they struggled to achieve profitable returns on their ad spend. They approached us to optimize their Google Ads campaigns and improve their overall conversion rates while reducing costs.
Objectives
Drive a substantial increase in conversion rates.
Lower the CPL to a sustainable level.
Integrate their Customer Relationship Management (CRM) system to track conversion value and focus ad spend on profitable results.
Ensure a seamless and accurate GTM setup to enhance tracking and reporting.
Actions Taken
Flawless GTM Setup
The first step was a comprehensive audit of their existing GTM implementation. We identified several critical issues, including broken tags and inaccurate tracking, which hampered their ability to collect reliable data.
We rebuilt their GTM from the ground up, ensuring every tag, trigger, and variable was configured correctly. This enabled precise tracking of user actions, such as form submissions and phone calls, which were essential to measuring campaign performance.
CRM Integration
To gain deeper insights into the quality of leads, we integrated their CRM with Google Ads. This allowed us to link conversion events directly to high-value actions, such as Individual Voluntary Arrangements (IVAs) and Debt Management Plans (DMPs).
By importing these conversion values into Google Ads, we were able to shift our bidding strategy to focus on keywords and campaigns that generated profitable leads.
Campaign Restructuring
We restructured their Google Ads account, segmenting campaigns based on intent and value. High-converting keywords related to debt management and IVAs were prioritized.
Utilizing enhanced bidding strategies, we allocated budget dynamically to maximize ROI while reducing spend on underperforming keywords.
Ad Copy and Landing Page Optimization
Engaging and empathetic ad copy was crafted to resonate with users seeking debt management solutions.
Landing pages were optimized for clarity and ease of use, ensuring a frictionless experience for potential customers.
Results The results of these efforts were transformative for My Debt Plan Ltd:
Conversion Rate Increase: Conversion rates surged by an impressive 200%, significantly improving the effectiveness of their ad spend.
Cost Per Lead Reduction: The CPL dropped from £80 to just £35, a reduction of over 56%.
Profitability Boost: By focusing on high-value conversions, the campaigns not only generated more leads but also ensured those leads translated into profitable outcomes for the business.
Key Takeaways This case study demonstrates the power of a holistic approach to Google Ads management. By addressing foundational issues such as GTM setup and CRM integration, and combining this with strategic campaign optimization, we delivered measurable and impactful results. For My Debt Plan Ltd, this meant not only achieving their objectives but exceeding them, paving the way for sustainable growth.
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Posted Dec 28, 2024
Boosted My Debt Plan Ltd's conversion rate by 200%, reduced CPL from £80 to £35, optimized GTM and CRM, and ensured ads generated high-value, profitable leads.
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