THE REALITY
A major solar provider in New York had been working with another agency to run ads on Google and Bing, yet weren’t getting the results they had hoped for. They were looking for ways to acquire more residential and commercial solar leads at a lower cost-per-acquisition through.
The previous agency’s approach was attracting the attention of unqualified prospects that did not convert which resulted in wasted ad spend. The keywords they were targeting were extremely broad, conversions weren’t being tracked properly on and off of the website, and the ad copy they were running was not compelling enough to entice clicks.
THE STRATEGY
We came in and restructured their Google Ads account in a number of ways. The biggest concern was the quality score of their ads and overall campaign so we knew we had to make a lot of changes.
We began by setting up proper event tracking to track all phone calls and contact form submissions on and off the website. We then conducted in-depth keyword research and properly segmented their ad groups by keyword theme to improve relevancy, lower their cost-per-click, and improve their quality score.
We then took a handful of other steps to further improve quality score and customer retention including landing page keyword optimization, conversion rate optimization, utilized negative keyword lists, ad extension optimization, proper bid management, ad copy optimization, and more.
THE RESULTS
Increase in paid search phone calls.
Decrease in cost per lead.
Increase in ad click-through rate.