– Cost/Conversion reduced by 75%
– Conversions increased by 150%
– Cost per conversion decreased by 75%
One of our healthcare clients was struggling to get much return on their once good performing PPC accounts. They moved from their previous PPC agency to Magnetize in April and have since seen a far increased amount of leads coming in.
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.
Reviews from the team at The Good Care Group
