We helped a B2C business generate
new leads at 19€ per lead.

Client’s words

New year, new goals

At the end of 2023, a founder of a family-owned business approached us while looking for Google Ads management services. Her business specializes in terrace glazing and the construction of aluminum bioclimatic pergolas. In 2023 their business achieved solid profits but they wanted to do better in 2024.

Thinking about running Google Ads yourself?

Same as many business owners, my client also tried cutting costs and avoiding paying professionals to help them run Google Ads. She tried running Google Ads by herself but she was struggling to get a decent ROI. In other words, they are burning money with Google Ads, spending hard-earned cash without any significant results.

So, in the end, the founder decided to seek professional help and she reached out to us.

Initial Setup

After thorough research, we decided to start with 2 campaign types, we set up Google Search Ads and Google Shopping Ads. This way we made sure we dominated the Google results page.

How did we choose the right keywords for Google Search Ads?

While we were setting up the Google Search campaign we made sure to only use keywords that have clear search intent. In other words, we wanted to display our ad in front of people who are actively looking for client services.

For example, we used keywords like these, just to name a few:

• „terrace glazing services“
• “terrace glazing near me”
• “conservatory installers”
• “Bioclimatic pergola near me”

We avoided keywords that do not show a clear search intention. For example:

• “How to install terrace glazing”
• “terrace glazing DIY”
• “conservatory in house”
• “home conservatory ideas”

Although these keywords are relevant to client business they do not show clear search intent.

A person looking for a „How to install terrace glazing“ might want to explore some DIY solutions, and is not ready to buy client services.

On the other hand, a person looking for „terrace glazing near me“ shows a clear intent that they want to hire a professional to glaze their terrace.

How did we optimize products for the Google Shopping Campaign?

We made sure products looked appealing on both mobile and desktop. We carefully picked images that clearly and attractively display the client’s products. Next, we wrote a title that fits the user’s search intent.

By optimizing the appeal of the products we achieved an extraordinary CTR of 1.58%, almost double of an average of 0.86%.

Results after 1st month of running Google Ads

After just 1 month we achieved the following results:

Google Search Ads Results

*CPA – Stands for cost per action (conversion)

Google Shopping Ads Results

*CPA – Stands for cost per action (conversion)

How do we run and optimize Google Ads?

Google Search Campaign Results

In the first month of running Google search ads, our main focus is on checking search terms. Our goal is to make sure our ads appear on only the most relevant search queries. So we need to add irrelevant terms to the negative keywords to prevent our ads from showing up on them.

We also check the performance daily to make sure everything is running smoothly.

Google Shopping Campaign Results

Same as for Google Search Ads, at the beginning our main focus is on adding irrelevant search terms and negative keywords. Making sure everything runs smoothly.

As soon as we notice a discrepancy in data, like in the screenshot below:

We noticed that one of the products has a significantly lower number of conversions compared to others.

After digging deeper we realized that CTR for the particular product is quite lower compared to the other products.

This meant that we needed to fix the product appeal by changing the image, title, and attributes to get more people to click on it.

After making changes to the product, the product’s CTR rose to an astonishing 1.67%.

Sales results and ROI

In the first month, we generated 33 conversions.

Out of those the client was able to close 3 deals averaging at 5,500€.
Generating a total revenue from ads of 16,500€ with an ad spent 650€.