piano mover ppc management case study

Piano Movers Pay Per Click Case Study

+73% leads generated, -75% cost / conversion, and +3,438% conversion rate!

This PPC case study is going to cover how we took over an existing Google Ads account and took it from hemorrhaging cash to churning out highly qualified leads practically overnight!

And we did all of this with ONLY a $1,700 / month budget.

Ready to learn more? Of course you are! Let’s get to it.

Client Overview

This particular client is a small business based out of Red Oak, TX that specializes in piano moving and storage services. They’ve been offering their services throughout Texas for over 40 years and had started up a Google Ads account about 9 months (before engaging with us) at the recommendation of a Google Ads rep that had reached out to them.

Business had started to lag a bit more than they were used to so they felt like it was a good opportunity to get a second opinion on how their account was being managed.

They’re a (literal) Mom-and-Pop business run by salt-of-the-earth people. They don’t know anything about running a Google Ads account (why would they?) so they relied on their Google Ads rep to steer them in the right direction. They took the advice they were given and did everything they were told to do the way they were told to do it.

It’s coming from Google so it should be good advice, right?

Results of our PPC Audit

It wasn’t.

In a nutshell, it was in complete shambles which was surprising since it was being managed by a Google rep.

We found a display campaign that had spent over $7,000 in the previous 4 months that generated 28,600 clicks in that time with only 21 conversions (0.07% conversion rate) at $260 per lead. Their standard move price is ~$400 which immediately puts them in the red provided they close that lead.

There were hundreds of broad match keywords (with no negative keywords) and dozens of non-converting keywords just eating up their daily budget. AND their ads were running around the clock without an automated bid strategy to optimize who was shown their ads and when. (Who’s going to actually look for a piano mover at 3am? No one.)

The account was in desperate need of a complete overhaul and a return to basic PPC fundamentals.

Our Solution

There were three primary problems that needed to be solved; 1) egregious waste of ad spend, 2) broad unfocused keyword targeting, and 3) around the clock ad scheduling.

Overhaul strategy

  • Pause non-performing display campaign.
  • Keyword audit of performing search campaign.
  • Compile list of all keywords that have converted.
  • Pause search campaign to preserve the data.
  • Build out new search campaign with converting keywords & intent based keywords.
  • Segment keywords into silos and build into dedicated ad groups.
  • Optimize Quality Score to lower all associated costs.
  • Iterate on AB testing to maximize campaign output.
  • Audit and restrict their ad schedules to only show

The Results

We were absolutely thrilled with the results (as was the client). By scrapping 99% of what their Google rep had told them to do and starting from scratch using basic PPC fundamentals, we were able to pull off a complete 180° reversal on their account.

  • Increased leads generated by 73% (+144 over 4 months)
  • Reduced overall cost by 58% (~$7,200 over 4 months)
  • Increased conversion rate by 3,438% (+22.08%)
  • Reduced cost per conversion by 75% (-$47 per lead)

Reduced cost per conversion by 75%

Stopping the display campaign was a huge budget saver, as expected, which allowed us to really shrink their cost per lead by a significant margin pretty much immediately. You can see how the line drops like a stone as soon as we took over. This dropped their cost per conversion from $62 per lead to $15 per lead!

piano mover cost per conversion graph
piano mover conversions data table

Increased # of leads by 73%

Shifting the targeting focus in the new campaign paid off. By only bidding on keywords that had previously converted and new intent based keywords, we were able to almost double (+94%) the amount of the leads generated in the search campaigns.

piano mover conversions graph
piano mover conversions table

Increased conversion rate by 3,438%

That’s a big number. A real big number. An almost unbelievable number (right?) and the reason why it’s so large is because Google had this client running a completely unnecessary display campaign that had over 28,000 clicks in ~4 months with only 22 conversions (0.07% conversion rate).

That campaign was an anchor that tanked the account wide conversion rate down to 0.64% when the other campaign was running at ~21%. By cutting the dead weight and improving upon the existing campaign, we were able to boost it another 5% which caused this KPI to launch into the stratosphere.

piano mover conversion rate graph
piano mover conversion rate data table

Takeaways

  1. Take what Google Ads reps say with a grain of salt. We know that they’re not all bad, but we’ve been on hundreds of calls with Google reps over the years and we can count on one hand how many times we’ve had a worthwhile conversation with them. Bottom line, Google is in the business of selling you clicks. Conversions, leads, orders, phone calls, etc. That’s all irrelevant to them. Their goal is to get you to spend more money.

    We have consistently seen their advice do more harm than good since their goals are not yours.

  2. Always know what your KPIs look like. KPIs are your Key Performance Indicators and it’s a quick acronym to group up a wide range of performance benchmarks. These can be anything from the amount of clicks you get per day / week / month to your total cost per lead.

    The point is that you need to fully understand what your PPC campaigns are doing for you and whether or not they’re profitable. If this client had a good handle on their KPIs, they would have reached out to a PPC agency a LOT sooner. They had over $7,000 in wasted ad spend over 3 months because they trusted Google to manage their accounts for them.

    That’s a lot for a small business. It’s okay to trust, but be sure to verify.

  3. Don’t be afraid to get a PPC audit. It doesn’t matter if you’re managing your pay per click campaigns yourself or if an agency is doing it for you. There is absolutely no harm in getting a third party to peek under the hood and make sure that the campaigns are being managed effectively. In fact, we do this all the time.

    We regularly perform PPC audits for companies and give them our objective professional opinion on A) whether it’s being managed properly, B) areas for improvement, and C) whether it’s profitable or not. If you’re looking for a second opinion, give us a shout. We’ll be happy to help.

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