This local service based business came to Springer Marketing looking for an increase in telephone calls from their Google Ads campaign.
1. Background
An established service based businss had a Google Ads account that they had setup and were managing in-house, they felt that there Google Ads had become expensive and needed help in improving their conversion figures.
2. Aim
This service based business was generating 2 telephone calls a day from their Google Ads account and felt that they needed to increase this figure to over 5 a day. They contacted us to meet this target.
3. Strategy
Our first job was to look at the data the campaign, unfortunatly on inspection we found that the data they had given us was based on them tracking call numbers themselves so we had no idea where the telephone calls were coming from, we didn’t even know if the Google Ads were generating the phone calls. Our first job was to recommend Call Conversions call tracking. Once Call Conversions had been setup on their account we started to receive data into their Google Ads account, we started to see which keywords were generating calls and which were just waisting money. With this valuable data we were able to block some keywords and add negative keywords to block keywords that didn’t convert.
We also added click fraud software to their website which helped us block competitors costing them money.
We went through the campaign and found that we also need to tighten up their location targetting and improve their Adverts and Ad Extensions.
For this client we also recommended improving some of their website landing pages and have a clearer call to action.
4. Results
We noticed results for this client in the first month of working with them with results increasing over the next 2 months as we recieved more data from their call tracking. 6 months on we have managed to increase this clients incoming calls to 7 calls a day!
