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EasyGrasse

EasyGrasse is a leading artificial grass supplier and installer. They excel in the supply and installation of artificial lawns for homes, schools, businesses and sport clubs throughout Southern Africa.

5.47%

Rise In CTR

97.60%

Increase in Quote Submissions

99,876

Impressions

Brief & Objectives

EasyGrasse approached Ruby Digital to grow their online presence and increase their lead generation results through Pay-per-click advertising.

Their main objective was to increase the number of leads coming in from quote and contact form submissions.

We set out specific goals and determinators of success: driving high-quality traffic to the site, generating quote and contact form submissions, improving click through rate and improving the conversion rate.

Challenges

EasyGrasse had a tighter PPC budget as they were also signed on for SEO services and they wanted to see the results we could provide with this Google Ads budget.

The challenge was that the artificial grass market is competitive with many well-known competitors, and competing with these brands with bigger PPC advertising budgets would look like a challenging task.

Our Solutions

  • Reflecting on the Y-o-Y data from 1 Sep 2021 – 31 Aug 2022 to the previous year.
  • We carefully constructed a Google Ads structure which we found best for this service industry, which included brand and competitor search campaigns to capitalise on current searches for the EasyGrasse brand as well as appear for competitor related terms.
  • Service-related search campaigns were created for specific services that EasyGrasse offers, which can attract users searching for non-branded keywords. Later on in the year, we made use of Performance Max campaigns with audience signals, which delivered results based on months of refining our target audience.
  • We implemented accurate conversion tracking for quote and contact form submissions as well as phone calls from our ads and mobile and email clicks from the EasyGrasse website.

Results

Over the last 12 months, the results seen from our Google Ads strategy were great.

We saw clicks increase which led to the CTR to rise by 5.47%.

We saw a 97.60% increase in the number of Submit Quote conversions.

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