– Cost/Conversion reduced by 75%
– Conversions increased by 150%
The Good Care Group is a leading UK home care provider, who offer services of both live in care and visiting care across the UK.
They had been struggling with performance of their PPC accounts in late 2023. These once good performing PPC accounts were driving far less return than they once were to the point that the business was considering switching off PPC as a channel entirely.
Following a thorough audit which highlighted many inefficiencies, they moved from their previous agency to Magnetize at the beginning of 2024.
After inheriting this account, we found it to be set up in a legacy way with far too many ad groups per campaign, ineffective conversion actions, and a lack of control over search terms. The main way we addressed their performance was:
- We modernised their bid strategy, optimising only for high value calls and lead form fills, and valuing these leads in a proportional manner.
- We created new campaigns targeting location specific keywords.
- We fed insight into the development of the PPC landing pages
- We ensured all search terms were monitored and excluded through negative keyword lists
More recently we some issues with low quality leads coming from their web forms that weren’t interested in actually purchasing the service, and instead were after a different service.
They have traditionally optimised for form fills by having a conversion event trigger in GA4 which then pulls into Google Ads. This meant any form fill would show as a conversion in Google whether good quality or not.
We wanted Google Ads to only optimise only for the good quality leads. These leads will have different shared demographics and browsing behaviour than the low quality ones, so we want to bid up for these searchers.
How did we solve this?
- Got their lead forms to capture the Google Click ID (GCLID) and their CRM Salesforce set up to allow this GCLID to be imported.
- Worked with the client to get the sales team using the lifecycle stages correctly, making sure the low quality leads were not added to key lifecycle stages.
- Then we passed through the different lifecycle stages back into Google Ads, where it was matched back to the click that initiated it.
Result
- Not only are we able to optimise just for the quality leads, but we add additional conversion value to people who get further along that conversion funnel to customer.
- The combination of all of this work led to an increase in conversions by 150% after 6 months.
- Alongside this, there was a decrease in cost per conversion by 75%
- In total this increased the amount of PPC leads going into the top of the funnel in the CRMl by 60%.
- Furthermore the lead quality increased, meaning that the conversion from lead to customer increased, and the call centre had less low quality leads to deal with.
Reviews from the team at The Good Care Group
