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CASE STUDY
Turning Around Struggling Google Ads Campaigns
to Generate Over $13 Million in Sales

"You guys are amazing and we wouldn't be where we are at 38% growth YOY without you!"

PROJECT SUMMARY

ISSUE: Google Ads campaigns were floundering—sales were declining, tracking the wrong metrics, and missing opportunities to optimize for sales, not just meetings.

SOLUTION: Applied advanced data-driven strategies, better tracking, keyword and customer journey optimizations, and focused more on sales conversions.

RESULT:  

  • ROAS: 857% 
  • Conversion Value: $13.4 million
  • Clicks: +505K clicks
  • In a 12 month period

 

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RESULT: A 857% ROAS, over $13.4 million in conversion value, and over 505K clicks in under 12 months.

DIRECT FROM THE SOURCE

"We initially came to Courtney and Kelly from Screws and Stilettos to boost our Google ad performance. While they still do that today, they've also helped us with so much more. Tied to Google ads, they've incorporated our sales data from HubSpot to create models for better ad performance.

They've optimized our landing pages to generate more qualified meetings for our sales team, and they've significantly improved our local search performance. Courtney and Kelly are incredibly smart, full of energy, and some of the smartest marketing technology experts I've worked with.

They come as a bundle, a one two punch, and they deliver results.

Give them a call."

Chief Marketing Officer

 

BACKGROUND

October 2022: We take over the client’s Google Ads campaigns amid declining sales.

Initial Issues:

  • Not tracking sales, only meetings.
  • No strategy for identifying high-quality leads.
  • Keywords were too broad, attracting low-intent traffic.
  • Landing pages hosted on a platform with limited data visibility.
  • No data-driven optimization process.

PERFORMANCE SUMMARY

We transformed their campaigns by fixing tracking, focusing on sales optimizations, and working closely with sales teams to define quality leads. Key changes included migrating landing pages to HubSpot for data integration, testing new landing page designs, and refining keywords and ads.

Results (over a 12-month period):

  • Conversions: +372K clicks (up 7 million impressions).
  • Conversion Value: $13.4 million in sales.
  • Actual ROAS: +750% increase.
  • Sales: A 240% sales boost using the same ads, but optimized to high-quality leads.
 

ACTION PLAN + RESULTS

I. INFRASTRUCTURE + TRACKING FIXES

PLAN OF ACTION

  • Migrated all landing pages to HubSpot to centralize and better track data.
  • Improved tracking capabilities to connect ad performance to sales metrics.
  • Connected the quality of booked meetings to ads and improved data analysis.

ACTUAL RESULTS

Increased Conversion Value: +$12.9M

  • up 2,067% from 12 months prior to take over

Better Lead Visibility

  • defined quality leads with a lead scoring system

Reduced Costs

  • unified data with an omnichannel platform, eliminating unnecessary tools

REDUCED COSTS on Additional Tools + Platforms

UTILIZED OMNICHANNEL PLATFORM so Sales + Ads Could Talk

II. OPTIMIZING ADS FOR SALES

PLAN OF ACTION

  • Turned off underperforming campaigns, keywords, and ad groups to focus budget on high-performing campaigns.
  • Implemented portfolio bid sharing so campaigns could learn from one another.
  • Added negative keywords and began testing dynamic search ads.
  • Collaborated with the sales team to understand what constitutes a high-quality lead and optimized campaigns toward those engaged leads.

 

ACTUAL RESULTS

Return on Ad Spend 857%

  • up from 106%

Sales Increased by 240%

  • same ads, optimized to target engaged high-quality leads

Conversion Value +240%

240% INCREASE IN CONVERSION VALUE from Paid Ads + Lead Generation

752% INCREASE IN ROAS from Google Ads

III. FINE-TUNING FOR CONTINUOUS IMPROVEMENT

PLAN OF ACTION

  • A/B tested landing page designs and forms to refine the user experience.
  • Introduced longer forms to weed out low-intent leads.
  • Implemented performance max campaigns to drive even more traffic.

 

ACTUAL RESULTS

Conversion Rate + 138%

  • in overall conversion rates

Improved Form Submissions

  • increased lead quality with lead scoring and enhanced forms

Better Lead Scoring

  • using optimized forms for better engagement

138% INCREASE IN CONVERSION RATE from Paid Ads

HIGHER QUALITY LEADS using lead scoring and optimized forms

DIRECT FROM GOOGLE

"We are very impressed with your execution and consider this to be one of the best partnership opportunities partially due to the excellent setup and data diligence you two have deployed for their business."

KEY LEARNINGS

This case study highlights the importance of optimizing ad campaigns beyond clicks and impressions. By focusing on sales-driven strategies and in-depth data analysis, businesses can significantly increase their ROI and sales without needing to increase their ad spend.

PROJECT SUMMARY EXTENDED

Client: E-commerce B2B
Industry: Digital Advertising
Project Duration: October 2022 - Present
Total Ad Spend: $1M - $2M/year
Results: 856% ROAS, $13.4M conversion value, +372K in clicks

LET'S GET YOUR ADS WORKING HARDER FOR YOU

 

Your business deserves better results from your ads. Our personalized approach has helped businesses just like yours increase their ROI, boost their conversions and see real, measurable growth. We'd love to help you do the same. 

Got questions or challenges? Let’s hop on a quick call and figure out how we can get you on the right track. Our calendar fills up quickly - secure your spot for a free call today! 

 

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