Case Studies
Client A - Lead Generation SEM Campaign
Client A is an upscale medical spa with two locations in New York City. They offer cosmetic treatments and procedures like Botox, laser skin resurfacing, body contouring, and more.
Campaign Goal
The primary goal for this Google Ads campaign was to generate more leads by driving traffic to the client's website contact form. Secondary goals included increasing brand awareness and positioning the client as a premier provider in their space.
Strategy and Approach
Given the competitive nature of this industry, we developed hyper-targeted and hyper-localized campaigns focused on driving leads from customers within close proximity to the two med spa locations.
After conducting keyword research, we built ad groups around core services as well as common customer intents like budget procedures, reducing wrinkles, eliminating fat, etc. Location bid modifiers, call extensions, and ad customizers were utilized to serve relevant, geo-targeted ads.
The campaigns targeted high-funnel keywords to attract broad interest and drive traffic, while the landing page offered lead gen incentives like discounts and free consultations. Audience targeting focused on demographics likely seeking these services.
Results
January 2023 - August 2023 VS Previous period:
- Click-through rate improved by 74% compared to previous period
- Conversions increased 20% driven by optimization efforts
- Continued increasing budget in line with industry benchmarks while maintaining efficient CPC
- Kept cost per conversion under $100, aligning with client goals
By optimizing and scaling this campaign, we drove significant improvements in click-through rate, conversions, and conversion rate compared to earlier performance. Despite expanding budget to match competitors, our focus on efficiencies ensured continued strong ROI and cost per conversion metrics.
Through A/B testing, audience targeting, messaging improvements, and landing page enhancements, we were able to unlock stronger performance from this campaign and exceed client targets. Our optimization efforts maintained the account's healthy return on ad spend even as the budget and campaign scale grew over time.
Client B - E-commerce SEM Campaign
Client B is an e-commerce company that sells sewing and crafting supplies online. They partnered with us to explore whether Google Ads could drive a positive return on investment and increase their online sales.
Campaign Goal
The primary objective was to determine if Google Ads could deliver a positive ROI and incremental sales volume without excessive non-converting spend.
Strategy and Approach
Rather than a standard keyword-focused approach, we leveraged Google Ads' intelligent PMAX campaigns for this client which optimize for conversions across multiple channels. PMAX campaigns automatically target suitable keywords and audiences using machine learning, removing extensive manual keyword research from the process.
We designed a streamlined campaign structure focused on high-level customer intents and major product categories. Tight initial conversion value targets were set based on average order value data.
Audiences were built using customer information like prior purchases and demographics. Dynamic ads automatically pulled in fresh product inventory to remain relevant. Extensive A/B testing optimized creative.
Results
From January to August 2023, the PMAX campaigns generated:
- $608,098 in total sales revenue
- 3,748 purchases
- 6.23 conversion value over cost - for every $1 in ad spend, $6.23 was generated in revenue
Starting with a conservative budget, we were able to efficiently scale up spend as the campaigns proved successful at driving conversions and sales from our target audiences.
As we gathered performance data, we reallocated budget to the highest converting product categories, improving overall return on ad spend. This optimization increased revenue despite limited funding. Through ongoing research, analysis, and testing, we continuously refined the campaigns to maximize results. Our agile approach ensured resources were concentrated on the campaigns, ad sets, and products yielding the strongest ROI.
The end outcome was over $600k in incremental revenue added at an efficient CPA, delivering a 6X+ return on the client's advertising investment.
Client C - Paid Social Media E-commerce Campaign
Client C has been around for 25+ years, generating most of their sales through social media advertising, primarily on Meta platforms like Facebook and Instagram.
Campaign Goal
The goals of this campaign were to increase product sales and revenue via Meta platforms while maintaining an efficient CPA within their target range. Secondary objectives included growing reach and building brand awareness.
Strategy and Approach
With product-focused ads, we targeted key demographics known to purchase these products using interest, behavioral, and lookalike audience targeting.
Ad sets were structured around product categories, new releases, and time-based promotions. Budgets were dynamically adjusted using CPA data. Creative emphasized lifestyle imagery, benefits, and seasonal use cases.
Clicks, adds to cart, registrations, and purchases were tracked. With a focus on the goal being a positive ROI.
Results
From January 2023 to August 2023, this 8-month campaign generated tremendous performance:
- 2,127 purchases
- Over $1 million in revenue
- $45,418 in ad spend
- 22X ROAS (return on ad spend)
This means for every $1 spent, the client made $22 back in revenue, an incredibly efficient return driven by optimized social media advertising. With a$45k budget, strategic targeting and ongoing optimization resulted in over 2,000 sales and $1M added in incremental revenue for the client.
Spend has been scaled across high-performing ad sets while maintaining the campaign's exceptional 22X ROAS. By focusing spend on the most responsive audiences and creatives, we drove tremendous value and sales volume. Agile management played a key role in the success of this campaign.
Client D - Paid Social Media Lead Generation Campaign
Client D is an educational non-profit that aims to share paid public relations messages about Israel and the Middle East through media. Their goal was to build their email list to expand their audience reach.
Campaign Goal
The primary objective was to grow the client's email subscriber list through paid advertising in a cost-efficient manner. Secondary goals included increasing brand awareness and website traffic.
Strategy and Approach
We created ads focused on driving email list sign-ups through strong value propositions like exclusive content, events, etc.
Targeting focused on interest-based and lookalike audiences likely to engage with the cause. We used lead generation campaign objective settings optimized for conversions.
Landing pages emphasized email capture, though we also tracked secondary conversions similar to whitepaper downloads. Ad variations, offers, and creatives were A/B tested.
Results
Through eight months of disciplined optimization from January to August 2023, the campaigns generateded:
- 3,496 high-intent email subscribers
- $3.23 cost per lead
- 58,175 account reached
- 11,058 link clicks
We leveraged advanced targeting capabilities to reach the client's ideal prospects, building custom audiences and dialing in messaging to resonate. Extensive A/B testing identified winning creative and offers.
Knowing the client's goals enabled a focus spend on attracting prime leads though tailored content. Ongoing refinements maintained volume without inflating costs.
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Phone
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