"Working with craze&friends has been a game changer for our business. Their performance advertising services have been nothing short of exceptional. Since we started collaborating, we've seen our business grow significantly, with almost a third of our total sales coming directly from the campaigns they've managed. The team’s deep understanding of our needs, combined with their data-driven approach, has helped us achieve measurable results. We couldn't be happier with the impact they've had on our growth."
GroWrk specializes in providing comprehensive end-to-end IT equipment solutions tailored for distributed teams across more than 150 countries. Their innovative platform streamlines the entire process of device procurement, deployment, retrieval, and support, allowing companies to manage their global IT inventory from a user-friendly dashboard.
Project goals
- Enhance Google Ads performance
- Increase conversions
- Maximize budget efficiency
- Improve ad relevance to reach potential customers in key markets.
- Reduce the cost per acquisition (CPA)
- Improve click-through rates (CTR)
Project challenges
- Low Keyword Quality Scores: Numerous keywords scored 1-5, resulting in high costs per click (CPC) and lower ad rank.
- Stacked Locations: Targeting multiple regions within a single campaign reduced performance and relevance by failing to account for regional differences in messaging and budgeting.
- High Search Partner Spend: Excessive spending on search partners without clear visibility into conversion contributions.
- Lack of Audience Segmentation: Missed opportunities to leverage audience segments for targeted insights and campaign scaling.
- Insufficient Conversion Volume: Low conversion rates limited the effectiveness of automated bidding strategies.
Our solutions
- Restructured Campaigns by Location: Segmented campaigns by high, mid, and low-priority locations to tailor ad messaging and optimize bids, enhancing market relevance.
- 5-Pillar Search Strategy: Brand defense, brand offense, service-specific campaigns, blog and website crawlers and remarketing lists for search ads (RLSA)
- Optimized Bidding Strategies: Shifted to a conversion-focused model using historical data to inform bidding decisions.
- Enhanced Tagging and Tracking: Refined Google Tag Manager (GTM) setups and custom events to better monitor primary and secondary
- Reduced Search Partner Spending: Reallocated budgets towards direct search placements to optimize bids and control spending.
Results - GroWrk
The Google Ads Scaling strategy progressed through three phases: it aligned quality elements (keywords, ads, landing pages), tested by intent and device, and then scaled through targeted demographics, ideal customer profiles, broad audience discovery, and geographic expansion to optimize ad reach and effectiveness.
Increased Lead Volume & Cost Efficiency (Overall): The campaigns generated 235 lead submissions, indicating effective targeting and a strong pipeline of prospects. The average cost per lead was $192, reflecting a balance between budget efficiency and lead quality through refined bidding and segmentation.
Cost per Lead (Competitor campaigns): The competitor-targeting campaigns achieved a cost per lead of $182 and a conversion rate of 10.47%, demonstrating effective engagement with users considering alternative solutions.
Impression share was successfully secured for the brand defense in critical moments due to heightened competitor activity and aggressive bidding on GroWrk’s brand keywords.
64% of all leads generated were Sales Qualified Leads (SQLs) with an average Cost per SQL of $460.13.
