Google Ads Campaigns

Client:
A mid-sized B2B industrial manufacturing company specializing in custom machinery for the packaging industry.

Objective:
The client approached AB Digital with an underperforming Google Ads account. Their ad spend was high, but leads were scarce, and the cost per lead was unsustainable. They needed a strategic overhaul to make their campaigns profitable and drive high-quality leads.

Challenges:
Inefficient Campaign Structure: Campaigns were broad and unfocused, leading to wasted ad spend on irrelevant clicks.
Low ROAS (Return on Ad Spend): The account had a ROAS of less than 1x, meaning they were losing money on ads.
Lack of Targeting: Ads were not reaching decision-makers, resulting in unqualified leads.
No Conversion Tracking: The client had no way to measure actual performance or ROI from campaigns.

Our Approach:
1. Comprehensive Account Audit:
I conducted a detailed audit to identify gaps in targeting, bidding strategies, and ad performance. Key findings included:

Broad match keywords consuming 60% of the budget with little to no conversions.
Poorly written ad copy that failed to resonate with the target audience.
Lack of negative keywords, leading to irrelevant clicks.
2. Campaign Restructuring:
I rebuilt the account from the ground up to create a highly targeted, conversion-driven structure:

Segmented Campaigns: Split campaigns by product categories and business priorities.
Refined Keywords: Introduced exact and phrase match keywords aligned with high-intent searches.
Negative Keywords: Added over 100 negative keywords to eliminate irrelevant traffic.
3. Ad Creative Overhaul:
I rewrote ad copy to address the pain points and goals of their target audience (e.g., procurement managers and engineers). Headlines and descriptions emphasized their unique value propositions, such as custom solutions and fast lead times.

4. Conversion Tracking Setup:
I implemented advanced tracking to measure key actions like form submissions, brochure downloads, and phone calls. This allowed us to tie ad spend directly to conversions and ROI.

5. Ongoing Optimization:
I continuously analyzed campaign data, adjusted bids, and tested new strategies, including:

A/B testing ad creatives.
Adjusting bids based on time of day and device performance.
Scaling high-performing campaigns while pausing low-performing ones.

Results:
3x ROAS (Return on Ad Spend):
Within three months, the client's ROAS increased from under 1x to 3x, turning their Google Ads account into a profit center.

50% Reduction in Cost Per Lead:
Efficient targeting and keyword refinement halved their CPL, allowing them to generate more leads without increasing their budget.

Qualified Leads Only:
By focusing on decision-makers and excluding irrelevant audiences, the client saw a 40% increase in lead quality.

Enhanced Trust and Confidence:
The client loved the transformation and appreciated the clear communication and transparency in reporting. They now had an account that worked for them rather than against them. Takeaway:
This case study highlights how a strategic, ROI-driven approach can turn even a struggling Google Ads account into a powerful tool for business growth.

Ready to achieve similar results for your business? Let’s chat about how AB Digital can help transform your digital advertising.