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Three of the accounts below
cheaper Search clicks for a cleaning company, three months after the fix
inquiries a month for a treatment program, over the next six months
of a nonprofit's free Ad Grant used, within five months of the rebuild
Featured Results
Four accounts: what I changed, and what happened to the numbers.
Multi-Location Residential Cleaning Company
Three months before and after the fix
This account had spent $4,100 on search over 60 days with no clear picture of what was actually converting. An initial audit identified three structural issues that had gone unaddressed for months.
What the audit found
- •Conversion tracking double-counting every lead, with one call registering as two conversions
- •$1,283 in zero-conversion spend on competitor brands and out-of-area searches
- •10 service area cities blocked by the account's own negative keyword list
Result, the three months after the fix
- •Search cost per click down from $12.28 to $8.54, compared with the three months before
- •86% more Search clicks a month, from 163 to 304
- •Budget moved from Local Services Ads toward Search as Search got cheaper, cutting total monthly spend from $6,955 to $4,786
In recoverable monthly waste identified in week one
National Addiction Treatment Program
Six months before and after the change
A therapist-led program that fills a 5-day intensive with clients from across the country. Over six months the account spent about $3,500 a month and brought in 36 intensive inquiries a month, at $96.55 each.
What changed
- •Budget raised by about a third, to $4,700 a month
- •Conversions stayed limited to completed form submissions, so the extra budget went after inquiries rather than clicks
- •The competitor campaign grew from $52 to $454 a quarter
Result, the next six months
- •53 intensive inquiries a month, up from 36
- •Cost per inquiry down from $96.55 to $88.48
More inquiries a month on a 34% bigger budget
Nonprofit on Google Ad Grants
The year before the rebuild, compared with the months after
Google gives qualifying nonprofits up to $10,000 a month in free search ads. Before the rebuild, this organization used $119 a month of it, about 1%, and got 62 ad clicks a month with nothing tracked on the website.
What changed
- •Old campaigns replaced with three built around what the organization offers: trips, programs and general awareness
- •Bidding moved from maximize clicks and manual bids to target cost per action, which lifts the grant's $2 bid cap
- •Website tracking added for contact page visits, newsletter signups and donations
Result
- •Within five months of the rebuild, $6,467 of the grant used in a single month, up from $119
- •$4,631 a month on average over the first full year, with a peak month of $8,621
- •502 ad clicks a month over the first full year, up from 62
- •201 visitors from ads reached the contact page, where none were tracked before
Times more ad clicks a month from the same free grant
Healthcare Startup
Three years of paid search
I ran paid search for a brick-and-mortar healthcare startup that was moving its business online. Paid search became almost all of its marketing, and three years later the company was acquired.
Result
- •More than 90% of the marketing was paid search: Google Ads, YouTube and Microsoft Advertising
- •Customer acquisition costs came down
- •Conversion rates and lead quality went up
- •Acquired by a larger company
Years from launch to acquisition
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