Monthly Management of Google Ads Account Decreased CPA 90%

Industry: Educational Course

Company: www.cryptoprogram.ca

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