Sers PPC Case Study

Challenges

We started by reviewing the existing PPC campaign for the client to see the issues in the paid ads that were causing them to underperform despite high ad spend. We found the following issues in the PPC strategy:

• Poor Geographic Targeting: The campaigns were not targeting the location that the client was serving through their environmental services.  
• Competitors’ Bidding Pressure: The competition was aggressively targeting the same keywords as our client, and it was driving up the CPC as well.   
• Poor Mobile Ad Performance: Users who were coming across the client’s ad on mobile devices weren’t engaging with it as much as the ones who saw it on desktop web browsers. 
• Poor Ad Quality Score: The quality score of the PPC ads on the Meta platform was quite low. This meant that the ad didn’t align with the platform’s recommendations for best results.  
• Insufficient Retargeting: There was no strategy to re-engage the users who had seen the ad and interacted with the client’s business before.  
• Zero A/B Testing: There was no system to test different targeting settings, creatives, and messaging to find the best one for the client. 

Solution

We started by reviewing the existing PPC campaign for the client to see the issues in the paid ads that were causing them to underperform despite high ad spend. We found the following issues in the PPC strategy:

• Poor Geographic Targeting: The campaigns were not targeting the location that the client was serving through their environmental services.  
• Competitors’ Bidding Pressure: The competition was aggressively targeting the same keywords as our client, and it was driving up the CPC as well.   
• Poor Mobile Ad Performance: Users who were coming across the client’s ad on mobile devices weren’t engaging with it as much as the ones who saw it on desktop web browsers. 
• Poor Ad Quality Score: The quality score of the PPC ads on the Meta platform was quite low. This meant that the ad didn’t align with the platform’s recommendations for best results.  
• Insufficient Retargeting: There was no strategy to re-engage the users who had seen the ad and interacted with the client’s business before.  
• Zero A/B Testing: There was no system to test different targeting settings, creatives, and messaging to find the best one for the client.trying different messaging, targeting, and unique ad creatives, we were able to pinpoint the exact mix that could generate better results for the client.

The Results

We created a strategic PPC strategy by blending Google & Meta ad campaigns to maximize leads and conversions for the client amidst the massive industry competition. Here are the results we were able to generate for SERS:

• 38 Conversions: The Google Ads campaign for SERS resulted in 38 conversions. There was an increase of 9 conversions from the previous campaign period. 
• Improved cost efficiency: Cost per conversion decreased by $32.75 to $129.29. 
• Generated 267 clicks: The click volume increased by 29 clicks. SERS got more qualified users from paid search to the business.
• Reduced average CPC: Average CPC declined by $1.34 to $18.40. This metric indicated a more efficient use of the advertising budget while maintaining a 6.4% CTR.

Overall

Our Google Ads campaign generated 38 conversions from 267 clicks. We were also able to reduce CPC and cost per conversion compared with the previous period. All in all, the client saw measurable improvement in PPC performance & budget efficiency.