84%
Increase in PPC revenue in 3 months.
25%
Decrease in cost per conversion in 3 months.
40%
Increase in return on ad spend in 3 months.
60%
increase in the number of organic keywords within 5 months. (From 4144 keywords to 6933 keywords)
About Wall Art
Note: For confidentiality and due to the success of the campaign the client has requested we change the name in our case study. We will refer to it as “Wall Art”.
Wall Art works with select artists and art suppliers to provide art prints, wallpaper and wall decals perfect for adorning modern, contemporary spaces.
Customers can choose from their wide selection, choose the frame option, and Wall Art will frame it in their workshop in Melbourne using sustainably sourced hardwood timber moulding. The gallery-worthy art arrives at the customer’s door, ready to hang and bring joy.
Problem/Goal
When we first audited Wall Art, these were some of the opportunities we uncovered…
- They were heavily reliant on the results of their Smart Shopping campaign and didn’t have any search campaigns active. This was the biggest opportunity for their future.
- The historic search campaigns were not organised and included 30+ keywords that covered multiple themes and categories. This meant the campaigns did not perform well as their ads showed for too many search terms.
- They were not tracking both micro and macro conversions. Other than sales, they weren’t tracking newsletter signups, phone calls, form submissions, live chat engagement, etc.
- The account had NO negative keyword lists. This meant that a big chunk of their ad spend was being squandered because their ads were showing up for countless irrelevant and wasteful search terms.
- They didn’t have a brand name campaign so they weren’t always showing even when people searched for their brand.
Moreover, they were getting some brand name conversions in their Dynamic Search Ads campaigns. This skewed the data in those campaigns and it was difficult to identify what performed well and what didn’t.
What We Did
Built a New Conversion-Focused Website
Our design team created a brand-new website from the ground up, ensuring it reflected a strong brand presence. We optimised it for conversions to make Watsonia Podiatry the top choice for podiatry services in their local area.
Launched a Comprehensive Google Ads Campaign
We developed a robust Google Ads campaign, investing over six figures in ad spend. This campaign generated over 5,500 leads and significantly reduced the cost per lead.
Implemented a Strategic SEO Campaign
The SEO efforts led to a remarkable increase in site visibility, with the number of ranking keywords jumping from 160 to over 4,000. This boost in visibility resulted in more than 12,000 visitors per month.
Configured Detailed Tracking
We implemented thorough tracking systems to monitor phone calls, enquiry forms, new bookings, and more. This detailed tracking played a crucial role in optimising the performance of Google Ads and demonstrating the ROI to Aaron.
“Byron and Rob have been pivotal in pushing our clinic towards its goals, allowing us to help so many more people. They have been open in their communication, clear in the plan, and most importantly, have walked the walk and got me the results I was seeking. My cost per conversion is so much lower than previous, and continues to drop. They’ve been sensational during COVID too, by helping pivot our marketing. Highly recommended. Thanks guys!”
Aaron Dri
Podiatrist
