Andy Sutcliffe is the owner and lead technician at Autoglazing UK. Andy has been running Google Ads since 2015 using multiple different Google Ads agencies as well as self managing his own campaigns. He saw some success however maintaining a profitable cost per lead proved challenging with his cost per lead rising as high as £54.
I've tried working with agencies and doing the Ads myself but nothing has really seemed to work well for me. The cost per lead has always been inconsistent.
Andy approached Atomic Marketing with the goals of reducing his rising cost per lead and maintaining a consistent stream of new windscreen replacement enquiries.
Our initial audit revealed the current campaign had multiple Ad Groups all with similar keywords. This meant multiple keywords were all fighting over the same traffic with the clicks and conversions being so spread out it was difficult to see which keywords were performing better than others.
After reviewing the search term report, we saw that there was a lot of Ad clicks coming from competitor names and glass supply companies. Upon deeper analysis, these search terms were being triggered by a number of broad match keywords.
We reorganised the campaign into 3 topically themed Ad Groups. Each Ad group contained keywords related to: Intent (keywords related to people looking to find a company / service), Locations (keywords with service + locations) and finally generic keywords such as "windscreen replacement".
To stop wasted Ad spend on clicks from competitor names, we build a list of all industry competitor names and added them to the negative keyword list. This combined with pausing the broad keywords resulted in 90% less competitor names showing up in the search term report.
Within just 14 days of implementing our campaign adjustments we brought the cost per lead down from £54 to £14.56. Within 30 days this £12.51 and now 2 months in, the current cost per lead is £11.