B2C Lead Generation
Financial service provider for online credit checks, suffered monthly losses of 3000€-5000€ due to a strategy implemented by Google. The aim was to reduce the cost per acquisition (CPA), increase the daily advertising budget and improve the profit margin.
How did I achieve it?
1. Analysis of the initial situation
- Campaign analysis: Detailed review of existing campaigns to identify inefficient keywords, ads and target groups.
- Data analysis: Evaluation of historical performance data to identify patterns and weaknesses.
2. Optimization of the campaign structure
- Segmentation: Splitting campaigns by target groups, geographic regions and specific keywords to deliver more targeted ads.
- Ad testing: A/B testing with different ad texts and formats to improve the click-through rate (CTR) and conversion rate.
3. Keyword optimization
- Negative keywords: Introduction of a list of negative keywords to minimize irrelevant clicks and increase campaign efficiency.
- Long-tail keywords: Focus on more specific, less competitive long-tail keywords to reduce CPA.
4. Bidding strategies
- Automated bidding strategies: Implement automated bidding strategies such as target CPA (Target CPA) and target ROAS (Target ROAS) to maximize campaign performance.
- Bid adjustments: Adjust bids based on time of day, day of week and device category to optimize return on investment (ROI).
5. Conversion tracking and optimization
- Conversion tracking: Establish robust conversion tracking to measure and optimize accurate campaign performance.
- Landing page optimization: Improve landing pages to enhance the user experience and increase conversion rates.
6. Scaling of the campaigns
- Budget increase: Gradually increasing the daily advertising budget to ensure that the CPA remains stable.
- Geographic expansion: Expanding campaigns to new geographic regions to gain additional market share.
7. Continuous monitoring and adjustment
- Performance monitoring: Regular monitoring of campaign performance and immediate adjustment in the event of deviations.
- Data-driven decisions: Using data analytics to continuously optimize campaigns and identify new growth opportunities.
My conclusion
Through a structured and data-driven optimization of the Google Ads campaigns, the client was not only able to significantly reduce the CPA, but also successfully scale the advertising budget. With an achieved profit margin of around 30% and the goal to increase the daily advertising budget up to 2500€, the company is on a solid growth path.
This case study shows the importance of thorough analysis, continuous optimization and strategic scaling to succeed in the highly competitive world of online advertising.
