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Big Storage approached Ruby Digital for Google Ads services to increase the number of high-quality leads through the storage booking form on their website as well as generate high-quality traffic to their website.
We compiled a comprehensive PPC strategy and determined specific goals and determinators of success, including generating contact & booking form submissions, driving traffic to the site, improving click-through rates, conversion rates, and improving website engagement metrics from the paid channel.
With the goal being lead-driven, making micro improvements to campaigns and the website was key to improving the specific goals for a similar ad spend amount.
With our tertiary goal of customer sentiment, our challenge was that certain content on service pages was affecting our landing page experience, which is an important ranking factor for Google’s Ad Rank.
Lastly, the current ads were experiencing a high cost per click for the budget, and this was an important metric to improve on in the short-term.
It is important that the keywords being bid on in Google Ads reflect the content being displayed on our ad landing pages. Microadjustments were therefore made to the landing pages on the Big Storage website to improve the quality score of our ads based on relevance.
In order to address the high CPC, we implemented tactical optimisations, such as adjusting targeting and budgets to better performing segments and adjusting audience targeting, to remarket to engaged users and improve segments by updating them with relevant in-market audiences.
Location targeting was also very important and was adjusted to target users within a certain radius around Big Storage’s facilities to improve conversion and click results.
Comparing the last 6 months (1 Nov 2022 – 30 April 2023) to the previous 6 months (1 May – 31 Oct 2022) great improvements were seen:
Booking form submissions increased by 50.41%
The Click-Through Rate improved by 75.54%
Cost Per Click improved by 29.87%
