Once we understood the business model, we spent time to review the Google Ads account together with the website.
First, we undertook some keyword research to better understand the keywords that were going to drive the correct type of customer that PureProtect were looking for.
The goal is to match the intent of the customer with that of the business. You only want to target the customer who is looking for the service that you provide and eliminate unwanted traffic that costs you money.
We narrowed this list from 18,000 to 23 core keywords which would deliver the type of lead the business was after.
We built a range of ads to test that would help to generate clicks from the target customer and we implemented conversion tracking to ensure that we can track the success of the lead as well as provide the Google Algorithm with the data needed to efficiently bid on the targeted keywords.
In addition we reviewed the landing pages and made some text changes to improve Google Ads quality scores and ensure there were clear calls to action.
We made changes to titles, meta descriptions and page content and calls to action to better target and message the customers the business was after.