Overview:
MB Survey Solutions, a team of experienced land and measured building surveyors, faced a challenge of generating high-quality leads from Google in a competitive industry.
To tackle this challenge, I developed a targeted Google Ads strategy and bespoke landing pages to increase conversions.
The result was impressive with a 93% increase in conversion rate and a 44% decrease in cost per lead, demonstrating the success of using effective keywords, compelling ad copy and high converting landing pages.
Who:
MB Survey Solutions are a team of highly experienced land and measured building surveyors operating out of Essex providing high quality services nationwide.
They pride themselves on their ability to consistently provide clients with the most cost-effective solutions without compromising on quality, accuracy or reliability.
Challenge:
They wanted to increase the number of high-quality leads from Google while ensuring that their campaigns were optimised on an ongoing basis.
It was also important that the campaigns drove relevant traffic to their website while focusing on measured building surveys.
Finally, as it is a very competitive industry with a low number of monthly searches, it is even more vital to ensure that wasted ad spend is kept to a minimum.
Solution:
To improve the overall performance and conversion rates, I created campaigns with different locations in mind.
After a period of testing, a particular keyword match type strategy was also used to help reduce the number of irrelevant clicks.
In addition to this, I also spent a large amount of time proactively adding negative keywords to the campaign.
This is extra important as Google Ads often gets confused between measured building surveys and more generalised property surveys (that we don’t want to target).
In addition to a well optimised campaign, I also created bespoke landing pages to accompany the ads. This resulted in significantly improved conversion rates.
Results:
My targeted Google Ads strategy and personalised landing pages resulted in a significant increase in conversion rate by 93%.
This improvement was achieved through effective use of keywords, campaign structure, compelling ad copy and high converting landing pages.
Additionally, the cost per lead decreased by 44%, demonstrating the effectiveness of the campaigns.
These impressive results show the power of a well-executed Google Ads campaign combined with bespoke landing pages and illustrate the importance of continuous optimisation for maximum performance.
- 93% Increase in Conversion Rate
- 44% Decrease in Cost Per Lead
Conclusion:
In conclusion, my targeted Google Ads strategy and custom landing pages have proven to be a success, resulting in a 93% increase in conversion rate and a 44% decrease in cost per lead.
This shows the impact of effectively using keywords, campaign structure, compelling ad copy and high converting landing pages.
The importance of continuous optimisation was also highlighted by these impressive results.
Finally, the combination of a well-executed Google Ads campaign and bespoke landing pages, demonstrate the potential for success in even competitive industries with low monthly searches.
Testimonial:
“Since working with Kevin, his advice and expertise have been invaluable to us and I've thoroughly enjoyed working alongside him.
Our industry and market is a very difficult one to crack with many hurdles to jump over in order to see consistent results but he has always gone above and beyond to ensure we see the results we need each month.
He's reliable, thorough and hard working and I can't possibly recommend him enough. We're very grateful for Kevin's continued hard work and look forward to working with him long into the future.”
- Michael Mills, Co-Founder of MB Survey Solutions
Landing Page Example:
