Deep Capabilities in Google Ads Helped A US-Based Online Insurance School Optimize Paid Media Efforts

As a trusted PPC agency, we helped the client manage its paid marketing efforts and optimize the existing assets used in Google Ads campaigns. Our PPC specialists were asked to cut the wasted ad spend while maintaining a high lead volume. So, we first started with analyzing the budget. Our detailed budget analyses helped us do goal-setting and bidding effectively.

We optimized the existing accounts of the client on Google Ads. That way, we were able to fine-tune the ad copies, landing pages, etc. While we optimized the existing ad campaigns for the client, we ensured that the ad copies and landing page were relevant to one another - that way, we helped reduce the chances of users having a disjointed experience.

As the client has been running its campaigns on Google Ads for quite a long time, we thought of doing a historical review. During this review, we zeroed in on high CPL ad groups only. This review helped us find out several factors in the existing and previous ad campaigns that were driving the cost per lead (CPL) higher than ever before. After doing the historical review, we implemented a few changes in the existing ad campaigns and re-established previous ad campaigns too. This move helped us improve the Quality Score of all the campaigns.

We even set up a fresh ad campaign that did not carry the inaccuracies in audience targeting, bidding, etc., of its predecessors. Besides, we even dug deeper into the Search Queries report to understand which keywords were responsible for displaying the search ads, driving traffic, and eventually generating leads at a CPL value below the intended one. Doing the hard work resulted in achieving a price of US$50 per lead while improving the lead quality too.