The Goal

TerraPro wanted their website to appear at the top of Google’s search results for their industry. They were already working on optimizing the site for search engines and wanted better management for their paid Google Search ads to complement that work. The TerraPro team asked Marketing Martian to take over their existing campaigns and help improve their results from Google search.

The Approach

TerraPro was running Google ad campaigns for their service areas, but these weren’t being managed, measured, or reported on. We audited the account, removed keywords and ad groups that weren’t producing relevant results, and focused our efforts on the access matting service campaign.

In any campaign, it’s important to provide the best answer to the searcher’s question in both the ad and the web page they’re sent to. Our new ad creative was more engaging and encouraged leads to request a quote through the website.

We ensured the site content included the right keywords and prioritized actions we wanted visitors to take, making it clear that we understood and could provide what they needed. We measured these actions, too, including phone calls and quote requests.

The Results

Compared with 2021’s efforts before we took over the account, the ad clickthrough rate increased from 1.82% to 6.24%, and we reduced the cost per click by 34.7%. We also went from a 0.85% conversion rate to 4.68%, including form submissions that weren’t measured previously.

Overall, the cost per conversion dropped by 88%—meaning TerraPro was bringing in more leads at a lower price.