Aura was struggling to see any return on their investment from Google Ads, with high costs and a low volume of conversions and leads.
We took the account in May 2023. We spent the rest of the year improving the campaign structure, implementing call tracking, applying a strict negative keyword policy, building out a landing page strategy, and moving the account onto ROAS bidding.
We pulled spend back initially and then gradually scaled it up in line with the account improvements, which is when conversions started to skyrocket. By the end of the year, overall business CAC was 75% lower than when we started, and the business had been scaled into a completely different position.
Call tracking, ROAS bidding, negative keywords, and a strong landing page strategy were the changes that drove improvements.