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Local Entertainment
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Project Overview

To keep the privacy of our client we agreed not to disclose specific information about their company.

When we started working together their average CPC was $0.90 and they had an average  Return On Ad Spend of 1,373%. We took the account on with two main goals.

  1. To lower the CPC
  2. To increase their ROAS
  3. Increase Revenue

 

Lowered Costs Per Click

$0.16

ROAS Increase

266%

Y/Y Paid Ad Revenue Increase

$60,000

Our Game Changing Strategy

Our Approach

The Problem
The ad account that we took on was facing many different issues. However, some of the critical issues were:
  • High CPC caused by expensive keywords that did not drive results.
  • Low ROAS caused by a Target Cost Per Acquisition bid strategy that limited the Google algorithm.
Our Solution

Lowering CPC

We lowered the cost per click by analyzing the search terms in the campaign as well as the search terms we were populating for. We found that our client had search terms assigned to the campaign that were irrelevant. We determined they were irrelevant to our goals by looking at how much we paid for each click and if they drove conversions. We removed all keywords that could not justify their CPC based on the conversion we got from them. 

Improving ROAS

We improved our ROAS and revenue by changing the bid strategy and separating their customers into appropriate ad groups. Their Bid strategy was previously a Maximize Conversion Target CPA and we changed it to Maximize Conversion Value Target ROAS.  The Target CPA bid strategy limited how much Google could pay for an acquisition and didn’t consider how much that individual might spend.

Lastly, separating the different consumer personas into their ad groups allowed us to speak to that customer directly.  This is important because the reason why each consumer persona makes a purchase likely differs and speaking specifically to the customer’s wants and needs allows us to increase conversions with that persona.

Final Results

The results for the CPC and ROAS took 6 months and the Y/Y increase are the result of consistent optimization over a 8-month time period.

CPC from $1.59 to $0.16

ROAS from 1,474% to 3,923%.

Revenue increased $60,000 Y/Y

Project Highlights

The chart above showcases how we didn’t just lower CPCs—we did it while driving up conversions. Less cost, more results. That’s how you scale profitably.
The chart above highlights a massive $60,000 year-over-year sales boost from paid ads. But here’s the kicker—we slashed acquisition costs, making that revenue even more profitable. More sales, less spend
This chart shows how we successfully lowered CPM without sacrificing impressions. Same reach, but at a fraction of the cost. Efficiency at its finest.