Our success was based on three crucial steps: restructuring Google Ads strategy, introducing advanced tracking methods like consent mode, enhanced conversions, and server-side tracking, and reorganising their campaign to more effectively attract and convert online buyers.
Project goals
- Increase online sales value by 20%
- Engage existing customers to purchase more regularly
Project challenges
- Campaign Overlap: PMAx and search keywords were competing against each other. We needed detailed segmentation and strategic use of negative keywords.
- Pmax + DSA without Logical Flow: Prioritizing Pmax before expanding search campaigns skipped crucial steps in identifying high-intent search queries, leading to inefficient budget allocation.
- Account Structure: The Google Ads account lacked the proper structure for scaling.
- Communication Gap: Lack of communication between the in-house marketing team and the external PPC agency.
- Search only Pmax: Pmax was primarily showing ads on the search platform, with insufficient use of video and display ads.
Our solutions
- Deep dive audit to prepare the account for restructuring & scaling
- Tracking Teardown and Makeover: Leveraging consent mode, server-side tracking, and native GAds enhanced conversions
- Campaign Structure: Constructing a solid and functional foundation. Mapping the funnel and media budget based on activities (flight & always-on campaigns)
- Campaigns Restructure campaigns based on the level of intent and stages of awareness
- Incremental budget increase
Results - NDA 1
Outcome (Google Ads) -75% CPA +163% ROAS +234% Conversion Value +170% Conversion Rate
Using enhanced conversions in our Google Ads campaigns resulted in an average uplift to 15% in conversion rates
The two best-performing campaigns achieved conversion value-to-cost ratios of 8.18 and 12.77, demonstrating an uplift of approximately 56% in cost efficiency for the higher-performing campaign
Scaled from 2 (Performance Max + Search DSA) to 13 full funnel campaigns
Achieving a fully scalable account within a 6-month timeframe
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