Emergency AC Corp PPC Case Study

Challenges

We analyzed the PPC campaign for Emergency AC Corp in detail. Our team reviewed every element of the campaign, including its targeting, creatives, messaging, and other technical aspects, to identify issues that were making it underperform. Here is what we found:

• Poor Ad Scheduling: The biggest issue was campaign scheduling for Emergency AC Corp. Their ad was running during times when the conversion performance was quite low & weak for the client. It was wasting a lot of money for the client, as the timing was not right.
• Competitor Keyword Overlap: The client’s ad campaign was competing for expensive keywords, and the competitors already had a lot of visibility for them. This keyword overlap was not ideal for Emergency AC Corp as the competitors with stronger visibility consistently kept appearing at the top on search.
• Poor Ad Group Relevance: The ads were coming out generic and irrelevant because different ads in the ad group had different intents. This was affecting the relevance, and the results were staying below par because of it. 
• Improper Audience Exclusion: The ads were getting shown to existing customers or irrelevant users who were not the target audience for our client at all. This was wasting a lot of ad budget, as the client had not set up the right audience exclusion parameters. 
  
  

Solution

We created a customized PPC campaign for Emergency AC Corp based on the specific issues that they were facing. Our Google Ads specialists solved every problem to ensure that the campaign performs at its best for our client. Here is what we did:  

• Proper Ad Scheduling: We adjusted the PPC campaign by analyzing its performance by hour and day. After that, we scheduled the campaign accordingly to ensure that the ad shows up at the right time to your audiences, when they are most active on Google.  
• Keyword Alternatives to Avoid Overlap: We identified alternative keyword opportunities to target through PPC that were relevant to HVAC and plumbing services. Our team focused on keywords with better potential returns in terms of ad visibility and the overall cost.
• Proper Ad Group Relevance: We organized the ad group on Google Ads around relevant keyword themes to improve relevance. This resulted in relevant ads for target customers with uniform messaging across the entire ad group.
• Precise Audience Exclusion: We added audience exclusions to ensure that the ad only shows up in front of new prospects. This helped reduce wasted impressions while helping our client reach prospects who are seeing the ad for the first time. 
  
  

The Results

We executed the PPC campaign for Emergency AC Corp using Google Ads to bring in targeted leads for the client, featuring high-intent prospects. Here are the results that we were able to generate for our client:

• 30 Conversions: Our PPC campaign brought in 30 conversions for the client, a clear increase of 7 when you compare it with the previous record. 
• Relevant Traffic: The campaign generated 346 clicks for our client. The number went up by 42 points, which shows that the ad was able to generate more traffic for the client.
• Improved conversion efficiency: Cost per conversion decreased by $52.46, and the new cost is $199.45. This means the campaign generated conversions at a substantially lower acquisition cost than the previous period.
• Lower Average CPC: Average CPC fell by $1.78 to $17.29. The CTR for our client’s website increased to 5.2%. This shows more efficient click acquisition along with stronger engagement with the ad.
• Solid Overall PPC Performance: Although total spend increased moderately to $5,983.50, the Google Ads campaign generated more clicks and conversions for Emergency AC Corp, while reducing CPC as well as cost per conversion.

Overall

The Google Ads PPC campaign resulted in 30 conversions for the client from 346 clicks. 5.2% average CTR, along with a $17.29 average CPC, also shows significant improvement in comparison to the previous campaign’s results.