Case Study – Google Ads

Transforming Google Ads Performance for Fidus – South Australian Pool Fence Installer

Client Overview: Boosting Leads for a Pool Fence Installer in South Australia

Our Client, a reputable pool fence installer based in South Australia, approached us in early 2024 after experiencing lack lustre results with their self-managed Google Ads campaign.

Known for delivering high-quality installations and maintaining a solid reputation, the client sought to increase their lead generation and make their advertising spend more effective.

This case study outlines how we improved the campaign performances, driving significant results with the same budget while also contributing to an uplift in organic search performance.

 

The Challenge: Overcoming Ineffective Google Ads Campaigns

From July to December 2023, the client managed their Google Ads campaign independently. Despite an ad spend of $4,449.08 during this period, the campaign only generated three phone calls.

This low return on investment left the client frustrated and uncertain about the future of Google Ads for their business.

They needed an expert to:

  • Increase lead volume: Generate more high-quality leads.
  • Maximise their ad spend: Deliver measurable results within the same budget.
  • Streamline campaign performance: Reduce wasted spend on underperforming keywords and placements.

Our Approach: A Proven Strategy for Google Ads Success

When we took over the account in February 2024, we focused on turning the client’s underperforming campaign into a systematic lead-generation system.

Our strategy revolved around three pillars: optimisation for location, stronger calls-to-action, and continuous improvement.

  1. Location-Specific Optimisation for Better Results in South Australia.

    South Australia has unique regional characteristics that demand a tailored advertising approach. By refining the campaign to target high-intent keywords paired with specific locations, we:

    * Excluded low-relevance areas that weren’t yielding results.

  2. Emphasising Calls-To-Action (CTAs)

    We revamped the ad copy to focus on action-oriented language, encouraging potential customers to:

    * Call now for a free quote.

    *  Book today to ensure compliance with safety regulations.  These CTAs not only attracted clicks but also converted visitors into inquiries.

  3. Continuous Improvement

    The “set-and-forget-it” approach does not yield optimal results when it comes to Google Ads, and we implemented a system of ongoing testing and refinement:

    *  Ad Split Testing:  Experimenting with different headlines and descriptions to identify the best-performing combinations.

    *  Keyword Analysis: Regularly monitoring keyword performance.

    *  Negative Keywords: Reducing wasted spend by excluding irrelevant searches such as DIY fencing.

Results Achieved: 63 High-Quality Leads and Increased Organic Traffic

Over the 10 months since we took over the campaign, the client has received 63 quality leads – a significant increase from the previous six-month period, when they only generated 3 calls.

These leads included:

  • Direct phone calls from potential clients.
  • Form submissions through the website.

 

Improved Organic Traffic and SERP Rankings

While managing the Google Ads campaign, we also paid attention to the client’s organic presence, even though this wasn’t part of our core monthly service. By aligning the ad campaigns with SEO best practices, we helped:

  • Increase organic traffic: More potential customers found the client through search engines.
  • Boost SERP rankings: Their business appeared higher for relevant searches.

This holistic improvement contributed to their current status: booked out well into the New Year.

Key Takeaways: What Makes This Campaign a Success

  1. Cost Effective Lead Generation.  With the same budget, we turned the client’s Google Ads campaign from an underperforming expense into a reliable source of leads.  Each lead now costs significantly less than before, resulting in a higher return on investment.
  2. Business Growth.  The increase in quality leads has ensured a consistent pipeline of work.  This stability allowed the client to plan confidently, allocate resources effectively and continue to build their reputation as a leading pool fence installer in South Australia.
  3. Beyond Paid Ads.  We delivered additional value through organic traffic growth by focusing on continuous improvement and incorporating SEO principles.  This comprehensive approach sets the client up for sustained success.

 

What We Did Differently: Strategies The Delivered Results

  1. Optimised for Location

    * Refined audience targeting.
    * Highlighted the client’s local presence and expertise.

  2. Enhanced Call-to-Action Messaging

    * Crafted compelling ad copy designed to drive immediate inquiries.
    * Focused on compliance and safety.

  3. Continuous Campaign Improvement
    * Monitored and adjusted the campaign based on real-time data.
    * Eliminated wasted spend on low-performing keywords.
    * Leveraged insights to maximise the client’s return on ad spend.

Transforming Challenges into Opportunities with Google Ads

This case study highlights how our tailored approach and focus on continuous improvement transformed a struggling Google Ads campaign into a cornerstone of business growth aligned with the clients’ needs.

The client is now enjoying the benefits of a predictable and reliable flow of leads, enabling them to remain fully booked and grow their presence and business in South Australia.

If your business is looking to get more out of your online advertising, contact us today. Together, we can turn your challenges into opportunities to help your business thrive.

Google Ads – Harnessing the Power of Google Ads

65%

65% of users who click on Google Ads intend to make a purchase or inquiry.

75%

Businesses using Google Ads appear at the top of search results, which garners 75% of clicks.

90%

90% of people who interact with Google Ads say they are relevant to their needs.

50%

Businesses that use paid ads in combination with SEO see 50% more leads than those relying solely on organic traffic.

0%
Adding a blog to your website can increase chances of ranking by 434%

Improve your online presence and watch your business grow.