google ads case study
revenue boost of $772,800 for this victorian arborist company in five months!
This Victorian company is working to grow its residential and commercial customer base through highly converting geographically targeted Google Ads. The company’s priority is to dominate in the areas where it is already operating and then open new territories. Bel. Digital is beyond excited to have hit the ground running with this Google Ads account, with enormous gains in the first five months.
1800% ROI
In the first 5 months of management
$772,800
Lifetime Revenue from just 5 months of Google Ads
$154,560
Lifetime Net Profit from 5 months, before we scale!
17% Conv Rate
16.66% of people who clicked converted
about the arborist company
The family-run company started with the arrival of the owner’s second child and has a team of technical climbing arborists supported by their office team, focusing on safely delivering quality work within any given time frame.
The business quickly expanded to multiple teams covering a vast geographical region in Victoria, Australia. Initially, their website developer set up a basic Google Ads account based on smart campaigns.
By mutual agreement, it was time to take the Google Ads account to the next level when the website developer referred the client to Bel. Digital.
The problem
The arborist company’s Google Ads account structure was excellent. Each location or region was separated into individual campaigns, allowing for easier future financial management of Google Ads accounts.
The conversion tracking set-up and other settings, not changed, could have cost thousands in wasted ad spend.
The auto-apply Google recommendations were turned on, which we all know will cost you a valuable budget and are rarely the recommended strategy.
The keywords were too general in nature and would have wasted the budget by not converting.
The selected bidding strategy was okay in the short term, but without the knowledge that it needed to be changed a few weeks in, it would have also wasted the ad spend.
The ad schedule did match the business’ requirements.
The biggest problem was the owner of this multi-million dollar company was managing Google Ads instead of focusing on his business and enjoying some downtime for at least one day a week.
what Bel. Digital found
- Auto-apply Google Recommendations was turned on! This setting is equally the worst to turn on in a Google Ads account. It was promptly turned off.
- Generic Landing Pages – Each location had its own campaign, but they were all directed to the website homepage.
- Locations – Two service locations in the same campaign sharing a budget meant there was no way to direct a specific budget to either location.
- Bidding Method – Although Max Clicks isn’t wrong, there were more effective bidding methods for this account in the long term.
- Conversion Tracking – This was a mess, with random names and the critical metrics entirely missed.
- Ad Schedule – The schedule was running 24/7, which didn’t suit this business.
- Negative Keyword Lists – Negative keyword lists weren’t present in the account.
new campaigns
Smart campaigns paused and comprehensive new location based search campaigns created.
ad schedule
Set to schedule to run ads on week days only. In the future, the company structure will allow for 24/7.
keyword & match types
Keyword review, paused general terms unlikely to convert. Changed the match type on many keywords.
extensive negative keywords
Account wide extensive negative keyword lists were created & applied to relevant campaigns. Means less wasted ad spend.
communication
Communication is key & a motivated client is even better. Being open to website changes means we’re kicking more goals.
ad copy review
Competitor research and ad copy edits resulted in the click through rate averaging 13.45% in the first 3 months.
our solution
The arborist Google Ads account was audited from top to bottom, pausing, editing and optimising every setting as we went.
Combining improved keywords, ad copy, and professional Google Ads management proved this account’s winning formula.
This company has a high quality website with professional images which increase conversions rates.
Finding the tiny one percent improvements will make all the difference as we scale this account.
We’ll closely manage the business’ priorities alongside the performance of each location in the Google Ads account.
I look forward to growing the customer database and company revenue into the future.
results
In the first five months (1 July 2024 to 30 November 2024), managing the account Bel Digital took an ad spend of $8630 and turned it into 276 leads, averaging $31.28 per lead.
The sales value of a one-off customer is $2800. Grossing $772,800 in revenue from just five months of Google Ads.
Net profit is $154.560, that’s a 18x return on investment.
The timing of this account’s restructuring and cleaning up could not have been better. Things started to pick up when a series of bad weather events came through Victoria.
When more than usual customers started searching, we were ready with a highly efficient Google Ads account, and the client was prepared to capitalise on increasing the Google Ad spend.
Bel has done a great job so far with us and has invested a lot of her time and energy into our work. Highly recommended.
TREE RANGE ARBORISTS
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