TL;DR
- A clear separation between brand and generic campaigns is essential to measure performance correctly.
- Landing page optimization has a significant impact on conversion rates.
- The bidding strategy must be adapted to demand seasonality.
- Diversifying services beyond the core business requires a dedicated acquisition strategy.
- Precise tracking is essential to make decisions based on reliable data.
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Challenge / Objective
Before Bulldozer’s intervention, Ramonetou was facing several major challenges:
- High cost per conversion.
- Confusion between brand and generic campaign performance, with 51% to 70% of conversions attributable to brand.
- Underestimated real cost of generic conversions.
- Poorly structured campaigns, especially with the brand not excluded from Performance Max campaigns.
The objectives of the mission were to:
- Generate as many qualified leads as possible until December 2024.
- Effectively optimize and manage the Google Ads budget.
- Become the leader across all covered departments.
- Set up clear and measurable performance indicators.
Strategy
The approach was structured around four main pillars.
Analysis and restructuring
Bulldozer identified that 70% of conversions were attributable to brand.
Campaigns were therefore separated more clearly:
- By type: brand vs. generic.
- By service: chimney sweeping, roof moss removal, heat pump maintenance.
Performance optimization
A dynamic bidding strategy was implemented to reach lower CPA targets while maintaining a high volume of conversions.
Service diversification
Bulldozer supported the expansion of campaigns into roof moss removal and heat pump maintenance, with a focus on the best-performing search semantics, especially “roof moss removal.”
Tracking improvement
Landing pages and conversion actions were reworked to more precisely distinguish lead sources between the different entities.
Results
- 44.5% reduction in total advertising cost, while maintaining optimal conversion volume.
- +114% increase in conversion volume year-over-year.
- 39% average global CPA.
- A clearer, better-managed, and more effective Google Ads structure.
- Better ability to distinguish performance between brand, generic, and service campaigns.
