Monthly Management of Google Ads Account Decreased CPA 90%

Industry: Educational Course

Location: United States, UK, Canada

Result: Decreased Cost Per Action/ Cost Per Lead from $393 to $14 on Google Ads within 2 months

Process: First, we conducted a thorough audit of Crypto Program's Google Ads account. Their Google Ads account had been very unprofitable in late May. At the time, they had a cost per lead around $400 with 2 conversions a week.

Issues Identified:

Optimizing towards the wrong conversion goals

Only one ad per ad set in the Search campaigns; no testing

Performance Max was underperforming due to wrong audiences

Exact Match on every keyword

Overly restrictive list of negative keywords, leading to missed relevant traffic

Key Implementations:

Completely redoing conversion tracking within Google Ads and Tag Manager

Implemented Enhanced Conversions and Offline Conversions

Beefed up landing page with testimonials

Wrote relevant keywords on landing page to improve Ad Rank and show up in Top 3 positions more

Served top-performing Search and Performance Max ad headlines/descriptions that are proven to convert in the crypto niche

Wrote at least 3 ads per ad set so that Google could optimize ads with higher CTRs

Created additional ad extensions

Robust research on audiences such as "Technology Lovers" and "Users of Robinhood App", leading to Performance Max performance skyrocketing

Results:

Conversion rate went from 0.11 to 8.24% in 2 months

50 conversions per week, compared to 2 conversions per week

Cost per Lead decreased from a high of $630 to $14