Lead Increase After Google Ads Account Rebuild & Optimization

Overview

A music school in Las Vegas was looking to grow beyond 200 students and turned our team. Prior to working on the account, the client was working with another agency who purchased cheap backlinks en masse.

The Google Ads account was also structured using an outdated strategy that relies heavily on over segmentation and manual bidding instead of machine learning. This made it difficult to produce adequate results, collate data and scale.

As the cost per lead climbed higher and higher, eventually it made little sense to continue running Google Ads.

Challenges

The music academy was in need of an account audit and rebuild. The selected keywords for the account often produced irrelevant clicks that ate into budget.

Furthermore, since each keyword was given its own ad group, it was difficult to piece together data and get a high level view of what was working. Changes and maintenance became near impossible, and that showed in the results.

• Cost per lead was too high to produce any ROI
• Account structure was outdated, poorly managed and forced account specialists to spend time on troublesome minutia instead of optimizations
• Keywords were selected based on core service offerings, but never adjusted for actual results, leading to wasted spend

Strategy

Keyword & Competitor Research

Before embarking on a rebuild, our team went to work combing through all the data available in the account. From there, we were able to review the search terms report and find untapped golden nuggets that would bring us a significantly higher conversion rate.

We gathered local competitors and reviewed their ad copy and landing pages to look for additional clues.

Our team then conducted keyword research to determine which searches had more commercial intent, instead of just informational intent.

Results

• 98.71% increase in leads – tracked form submissions and phone calls
• 4,769.50% decrease in cost per lead
• 86.91% increase in CTR (click-through-rate on ads)
• 55.93% decrease in account keywords