60% of all Google Ad conversions from these campaigns become paying customers.

Introduction

The founder of Cambridge Worktops approached us for help growing his kitchen worktop business.

He had previously worked briefly with a couple of freelancers who had helped by creating a single-page business website that contained a pitch for new customers, a contact form to receive enquiries and a simple Google Ads campaign targeting anyone searching for worktops.

Growth hadn’t been forthcoming, and for such an ambitious founder, this was a difficult pill to swallow.

The Challenge

Our first few Zoom calls were to explore - a few no-strings conversations for our team to learn how the business operates, what products/services it sells and what has worked in the past.

To understand how the business interacted with users online, we installed Google Analytics. These tools provide real-time access to how users viewed and interacted with the existing single-page business website and how many submitted enquiries or called the owner.

Additionally, hopping into Google Ads and exporting this information into Google Data Studio provided a glimpse into the performance of the Campaigns to date.

After reviewing the metrics with the founder, it became clear what challenges we had to overcome to meet some very aggressive growth targets for the business.

• Create a business website that showcases the product/services.
• Include several targeted Landing Pages to improve the chances of converting users sourced from Google Ads.
• Re-design the Google Ads campaign to better target potential customers using various new features.

The Result

The site’s organic rank increased dramatically by building a new responsive business website that showcased the products/services better.

The website went from a single page to more than 100 - The majority of these pages were product related and ranked extremely high due to their narrow focus. Each page also contained various contact methods for making and establishing contact with the business simple.

With the Google Ads Campaign, it was more efficient to create a new campaign rather than optimise the previous one. Within Google Ads, a tool called ‘Keyword Performance Planner’ allows you to review keywords for their potential performance. Performing our review with the in-built keyword tool, we earmarked a dozen keywords for use in our campaign - due to a limited click budget, we couldn’t use too many keywords. Using too many keywords would spread our budget too thinly and wouldn’t give us the data we need to optimise the campaign further.

Instead, we chose the most relevant and performant keywords and then built a campaign using a new structure type called ‘STAG’ or Single Theme Ad Groups. This structure enabled us to use fewer keywords in our campaign but lean on Google’s AI to seek out different keywords that are just as performant as the ones we selected.

• Out of 100+ pages, 20 became first-page entries for organic Google search results.
• Google Page Insights reviewed the new website and rated it 99 (out of 100) as it was fast loading easier to read and navigate using all types of devices.
• The new Google Ads campaign generated higher quality enquiries because (i) it better targeted the businesses service area, (ii) the adverts were better written and were supported by vibrant images, (iii) the keywords were more relevant/performant, (iv) the landing pages made it easier to contact the business, and (v) our negative keyword lists sculptured the traffic to increase the accuracy of the campaigns.