Garage Doors PPC Case Study

136%
increase in click-through rate
31%
increase in search impressions share
10%
decrease in cost per conversion

About the client

A national garage door retailer and supplier

Objective

I started working with a national garage door retailer in 2017. The main objective was to increase the number of leads and maintain the well-established brand’s share of the search impressions despite a highly competitive landscape.

Strategy

After the Google Ads audit was carried out it was discovered that unfortunately the previous PPC Manager was double counting conversions so the healthy picture they had been getting within reports since starting to advertise on Google were incorrect. Once I had sorted all the conversion tracking, I focused on the strategy. Holding a top 3 position was key but with a strict cost per acquisition and competitors starting up on a monthly basis it was going to be a challenge.

Results

The results are that the cost per conversion has stayed relatively steady over the last couple of years despite competitors and the double tracking taking place. Through careful bid management and regular review of search terms (cutting out poor traffic) the search impression share has increased, and they remain ahead of competitors.

Data

Summary

It's vital to ensure that things like conversions aren't being double counted, as this gives an inaccurate impression of campaign effectiveness.

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