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Setting up Google Ads advertising for the service center site

How to increase conversions by 222% while cutting their cost by more than half

#PPC

Input data

Client: home appliance repair service center in Kyiv.

Work completion period: 4 months.

Team: project manager, contextual advertising specialist, proofreader.

Problem: advertising campaigns worked without a clear structure and segmentation, which led to inefficient use of the budget. Part of the traffic was irrelevant, and the cost of the application was overestimated. Also, different types of user search intentions were not taken into account.

Goal: to increase the effectiveness of advertising campaigns in Google Ads for a Kyiv service center for repairing household appliances. The client wanted to receive more calls from potential customers without increasing the advertising budget, and even reducing the cost of each contact involved.

Tasks

optimize the structure of the advertising account;

increase the relevance of the advertisement to user requests;

reduce the cost of conversion;

increase the number of referrals from advertising;

redistribute the budget with a focus on effective campaigns.

List of works

We started with the analysis of semantics and review of the account structure. The approach was systematic: first, understand exactly how clients are looking for the services of the service center, and only then build campaigns.

Key requests were processed in four areas: typical breakdowns and malfunctions (the drum does not spin, the water does not heat), problem situations (what to do if the washing machine does not turn on), general requests (repair of household appliances in Kyiv), and brand requests by brand of equipment.

We have developed a logical structure of the account: each group of ads corresponds to a specific type of request, which allows you to precisely control the relevance and rate.

Separate search companies were created for basic services and additional areas without competition between them for the budget.

Funds were allocated between campaigns in accordance with the priority of services and the potential of attracting clients.

We have written a message announced for each type of request: the user sees a relevant text corresponding to his situation, and not a general advertisement of the service center.

Results

After the changes were made, the campaign immediately showed positive dynamics. Traffic has become cheaper and better – the share of users with a real need for repair has increased, and the rate of refusals has decreased. This is a natural result if the ad exactly matches the request: the person understands that he found what he was looking for, and is more likely to leave a request.

Indicators continued to improve monthly as data were accumulated and campaigns were subsequently optimized. Result for four months of work:
- number of conversions: +222%;
- conversion cost: -65.6%.

Results

Indicators continued to improve monthly as data were accumulated and campaigns were subsequently optimized. Result for four months of work:
- number of conversions: +222%;
- conversion cost: -65.6%.

Conclusion

This case clearly shows that the effectiveness of advertising is not always determined by the size of the budget. The structure of the account, the logic of grouping keywords, and the correspondence to the declared search intentions of the user have a significant impact. It is often enough to put order in the account structure, correctly group the semantics, and make sure that each ad corresponds to the specific intention of the user.

When contextual advertising is relevant to a request, the quality of traffic increases, the cost of a click decreases, and conversion increases. This is exactly what happened: in four months, the number of transactions increased, and the price decreased. This was achieved without increasing the budget, only by optimizing the structure and setting of campaigns.

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