Glass Rooms & Verandas
Google Ads Case Study
Client Background
The client owns a family business that specializes in designing, producing, and installing terrace glazing solutions, bioclimatic glass rooms, and bioclimatic verandas. Their catalog features eight core products, each with variable pricing based on size and customizable options. Additionally, they offer remote-controlled slats and roller blinds.
Although its business operates within a niche market with a limited catalog, competition in the industry remains intense.
Step 1.
Initial Analysis
Barbora, the owner, reached out to us in October 2023, up to that point they were managing Google Ads by themselves but were not happy with the results.
The first step we did was a free Google Ads account audit where we uncovered many issues.
At this point, the client had 2 search campaigns set up that had a decent cost per conversion, but the lead quality was just awful. There were 4 reasons for this:
- Search and display network – Both campaigns had search and display networks enabled which were bringing a lot of spammy traffic.
- No negative keywords – Both campaigns were running with all broad match keywords without any negative keywords which resulted in a lot of irrelevant traffic.
- Bearbone setup of ads – Ads had only a few headlines, no assets, no images, pricing, etc.
- Bad account structure – All keywords were added under one ad group resulting in irrelevant ads being served to users.
We began our collaboration already in November 2023.
Step 2.
Solution Draft and Applying the Changes
After the initial analysis, we began optimizing the account.
Account Restructuring
First, we conducted thorough keyword research. Since the account was already active, we leveraged the search terms report to extract the most relevant keywords, providing a strong foundation for our strategy.
Next, we focused on refining the account structure by properly organizing keywords into ad groups and structuring campaigns for better performance and relevance.
Accurate Conversion Tracking
We also assisted the client in setting up conversion tracking through Google Tag Manager, ensuring reliable data for campaign optimization.
Lead Quality Tracking
One of the biggest challenges the client faced was low lead quality. Nearly 90% of the leads generated were essentially worthless.
As a fix to this problem, we helped the client set up offline conversions upload automation from their CRM to Google Ads.
Creating Shopping Campaigns
We noticed that the client was not leveraging the Google Ads product feed. To maximize their reach, we assisted in setting up the Google Merchant Center and optimizing their product feed for better visibility and performance.
Step 3.
Results
Year 2023
Already at the end of 2023, we started seeing an uplift in performance.
From day one, we focused on creating clear boundaries between campaigns and ad groups by strategically managing negative keywords, ensuring more precise targeting and improved ad performance.
Year 2024
In 2024, our primary focus was on campaign optimization.
In the beginning, we concentrated on managing search terms and building extensive negative keyword lists to refine targeting.
As we gathered more data in Google Ads, we leveraged insights to further enhance performance by:
- Excluding low-performing age groups
- Adjusting bids based on location performance
- Optimizing bidding for different devices
- Implementing bid adjustments based on the ad schedule
These strategic optimizations led to an impressive 485% ROI.
“We are satisfied with the cooperation so far, everything we agreed on was delivered, I’d recommend IQs Digital to a friend!”
