PPC case study - 220+ conversions for a local company in Canada

About the project

Local company, brick and stone experts in Toronto, Canada.
The main areas of the company are the following services:

stone installation
brick installation
flagstone installation
concrete works

The company provides its services for custom design mansions, commercial projects, and specializes in a wide range of specialty installation or repair services.

Type of project service site
Niche building company
Timeline 6 months
Promotion region Toronto, Canada
State of the site site with a history and unstable promotion

Challenges and goals

Project issues

Problem #1
Unfinished site, service pages are not filled and not ready to drive traffic to them
Problem #2
Limited budget for a sufficiently large number of key queries and wide demand for them
Problem #3
Need to set up analytics and start advertising from scratch, lack of historical statistics

Project goals

Goal #1
Derived recommendations to improve and refine landing pages, potentially helping to increase the CR of the site
Goal #2
Run test ads to highlight converting and low-cost key queries for further scaling up
Goal #3
Setting up goal tracking, importing them into Ads, scheduling a test run of ads

Description of strategy and solutions

1. Improvement of the site and landing pages:

Gave recommendations on finalizing landing pages (filling with informative text, adding clickable number, data submission form).

2. Setting up goal tracking:

Identified key goals for the business and set up micro and macro conversions to analyze and optimize ads.

3. Semantics:

Conducted keyword research, collected all queries with medium and low frequency, segmented by priority. We also tested running ads on competitors’ queries.

4. Ad Creation:

Developed relevant ads for each group keeping in mind the needs of the target audience. Used USP, taking into account the peculiarities of each of the services.

5. Setting up media advertising:

From the second month after a sufficient audience of visitors to the site, we connected remarketing. This way we reminded about ourselves the audience that did not make the necessary target action on the site.

6. Analysis of results and optimization:

We regularly monitored the productivity metrics of advertising campaigns and made adjustments to the strategy of reducing CPA (adjusted bids, deactivated ineffective playsets, audiences, groups, requests).

Results

45 CAD conversion price
220+ conversions
8,67% conversion rate

Expertise

An effective combination of search advertising and remarketing is a powerful strategy to promote a niche of services. Search advertising attracts new users by reaching a wide audience in search of specific services. While remarketing allows you to re-target those who have already shown interest, increasing influence and improving conversion rates. With this split of tools, we managed to achieve a fairly high CR8.67% (6-month average).

Alexander KovalenkoCEO/founder