Our client Gleam Car Wash, a green car wash, had been using Google Ads for more than a year to build local awareness and grow customers. However, when we reviewed the strategy and numbers, we identified improvements that would help Gleam lower its cost per click and drive more sales.
Google Ads Strategy & Set Up
After reviewing Gleam’s goals and past advertising copy, keyword targeting, and results, we created a new Google Ads strategy.
We segmented the Google Ads into campaigns addressing specific goals. For example, the client wanted to attract customers in the neighborhood while communicating their sustainable model. We created a campaign to highlight their green initiatives that targeted a specific geography and local keywords, serving ads to people who live or work nearby.
In addition, the client wanted to grow their online scheduling for car detailing services. We created a detail campaign with a conversion-based bidding strategy. This optimized the campaign to deliver ads to searchers more likely to convert. We also made adjustments to their landing pages for better quality scores, and thus a better conversion rate.
We created specific ad copy relevant to each campaign. In addition, we created multiple ads for each ad group so we could test what worked best. We also included responsive and dynamic search ads, allowing Google to serve the most relevant ads based on the person searching.
To enhance reporting, we created value-based goals in Google Analytics so we could see exactly how much revenue our ads drove in online purchases.
The Results
We increased impressions, clicks, and, most importantly, conversions. In addition, we decreased cost per click by an average of 76 percent across a period of four months. We were also able to show the client that their return on investment for Google Ads was between three and four times the amount they spent when considering both ad spend and management fee.
