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Case Study: Google Ads Optimization for an Accounting Services Company
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Case Study: Google Ads Optimization for an Accounting Services Company

Steps Taken

Audit and Optimization of the Advertising Account

  • Conducted a detailed analysis of the client’s advertising account and identified several technical errors and ineffective strategies from the previous contractor.
  • Prepared recommendations to correct errors and improve the strategy.
  • Selected new keywords and revised negative keywords to reduce spending on irrelevant clicks.

Launching New Campaigns

  • Created and launched new advertising campaigns categorized by the client’s main service areas.
  • Developed effective ads with unique propositions to capture the attention of the target audience.

Landing Page Optimization

  • Analyzed landing pages and suggested improvements, including moving feedback forms to the above-the-fold section to increase conversions.
  • Since the client’s site was new and hosted on WordPress, implementing changes required additional time. Decided to test campaigns with the current page design and later implement the suggested recommendations.

Implementation of Additional Conversion Tools

  • Integrated Binotel Call Tracking, Get Call, and additional site forms for precise tracking of lead sources.
  • After implementing the changes, the number of leads increased significantly while costs decreased.

Campaign Expansion

  • Launched additional campaigns, including Performance Max, which delivered the best cost-per-conversion results.

Results

Budget Spent: 22,065 UAH

Leads: 517 leads from all feedback forms on the site, with an average cost of 88.97 UAH (compared to the KPI target of 200 UAH).

Website Conversion Rate: 3.55%

Clicks: 6,979 clicks at an average cost of 3.16 UAH per click

Conclusions

Advertising Account Audit: Identifying and fixing technical errors and strategic shortcomings significantly improved campaign effectiveness.

Landing Page Optimization: Moving forms to the above-the-fold section and implementing additional features for conversion tracking improved lead performance.

Channel Expansion: The additional Performance Max campaign delivered a high volume of leads at an acceptable cost.

This case demonstrates how a comprehensive approach to analyzing and optimizing Google Ads campaigns, coupled with landing page improvements and the use of additional conversion tracking tools, can significantly reduce lead costs while increasing their volume.