PPC Case Study
Disaster Restoration
$58 Cost Per Conversion for Disaster Restoration
$91
Average cost per lead for Disaster Restoration
$58
Cost per conversion during our best month
22%
Average conversion rate
Brief
This local disaster remediation company in New Jersey faced high cost per conversion, ranging from $165 to $399 per lead before working with us. Our audit uncovered several issues inflating costs, including:
- Unreliable conversion tracking, which overstated the conversion count.
- A poorly structured campaign with one ad in a single ad group using broad match keywords that targeted varying user intents.
These challenges provided clear opportunities for optimization and improved performance.
Results
To address these issues, we restructured the campaign and enhanced tracking accuracy.
Key Adjustments:
- Segmented the single ad group into multiple groups, each targeting specific user intents/services.
- Implemented accurate conversion tracking with CallRail, enabling the tracking and vetting of calls, which account for the majority of conversions.
Performance Highlights:
- In the first 90 days, the cost per conversion stabilized, fluctuating in the low $100s.
- Over time, the cost per conversion consistently dropped below $100, with sustained results.
- Best month (July 2023): Achieved a $58 cost per conversion, showcasing the impact of our strategy.
- The account now averages a cost per conversion of $75-$80, delivering reliable and cost-efficient results.
These improvements demonstrate the value of precise ad structuring and dependable tracking in reducing costs and enhancing lead quality.
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