Client in security services

Introduction

This client had previously worked with another agency that managed their Google Ads operations and strategy. Unfortunately, this Dutch agency lacked the necessary expertise to handle these tasks effectively. Not only was the data tracking not set up correctly, the entire campaign structure was a complete mess.

As an agency, we first proposed to conduct a free Google Ads audit to thoroughly analyse what was going wrong, what needed optimization, and where the budget was being wasted.

Solution: identifying the root causes

Taking over an account from another agency is the toughest scenario. It’s like cleaning up a messy room, requiring a critical eye and an honest opinion.

• Telling a company what it needs to hear, not what it wants to hear: we communicated transparently and informed the client about everything that was going wrong and where improvements were necessary. And believe us: it was a long list!

Some of the issues included:

• Incorrect conversion set-up: campaigns were guided by inaccurate data.
• Chaotic campaign structure: Some ads consumed the entire budget, while others weren’t being shown at all.
• No clear keyword structure nor strategy within the different campaigns.

But the biggest problem was:

• The vast majority of the leads came from branded traffic (people who already know the company and are very likely to also convert organically anyways), which cost them a huge amount of money.
• Soft conversion actions “add to cart” and “website visits” were measured as purchases.

When informing this client about the current situation with their previous agency, they were shocked. It is of course not pleasant to hear, but it was necessary to be honest with them and come up with some clear solutions.

This chart below shows the situation before we took over the account:

While at first sight, this may seem like great performance, most of it just came from branded traffic and soft conversions.

For us as an Agency: a significant challenge

The problem was that we had no reliable data. Due to the previous agency, who clearly didn’t know what they were doing, we were faced with a big challenge to re-organize the account, including the conversion tracking.

During one of the first meetings with the client, we explained them which optimizations and actions were essential and demonstrated why these optimizations were necessary. This created a culture of complete transparency and open communication. Additionally, we made it clear that we do not work FOR clients; we work together WITH clients.

Our first steps: conversion tracking set-up and account structure

• We optimised and improved their conversion tracking.
• We developed and implemented a clear and concise account structure strategy.
• We conducted keyword analysis and optimisation per campaign.
• We analysed the budget to determine where funds were being wasted and where they could be better invested.

Who is going to carry the leads?

Their campaign budgets were finally optimally spent throughout the whole account.Through these optimizations, we saw the account grow step by step. Monitoring and continuous optimization were essential, ultimately leading to significant results.

• We increased their number of non-branded leads and hard conversions by 70%.
• We were able to increase the interaction rate (CTR, percentage of people who see the ad and actually click on it) by 30%.

Right now, the conversions are online bookings, which actually generates business for this client.

Website Analysis: a must

Many agencies can analyse data within Google Ads, but an important aspect often overlooked is what happens next, when they have clicked on the add: website analysis. By using tracking codes linked to the ad, we could analyse the behaviour of prospects on the website: why certain people from a specific campaign did not end up purchasing an online training. We found that the booking system was quite complicated and time-consuming, which led to people not finalising the booking.

We found it important to involve the client in this process so they could see with their own eyes where things were going wrong and why certain investments were necessary. The following actions were taken to improve the performance:

• We simplified the booking system.
• We adjusted texts and content.
• We optimised website clickability.
• We improved information that was missing for their specific target audiences.

These are aspects that cannot be identified solely with data from Google Ads and Google Analytics.

Results varied

 In some months we saw an increase in results by 300%, while in other months they declined. This was something we, as an agency, could not ignore and had to discuss transparently with the client to come up with a solution together. By re-analyzing and understanding why the results varied, we could address the issues.

Our first steps: conversion tracking set-up and account structure

Later, we noticed that the costs in Google Ads did not decrease, and the CTR remained steady, but conversions were declining. Addressing this with the client and informing them was essential.

Looking beyond just advertising

Monthly brainstorming sessions with the client, where we consistently presented new strategies, insights, and optimizations, built trust with the client: “Get Lead is an agency that is enthusiastic and genuinely wants to help my business grow.” – Ronald, CEO.

Through this communication and transparency, we were able to better understand the business behind the Google Ads account itself. By truly understanding the business and its target audience, we could develop ideas for the website and potential content strategies.

Improvement and continuous optimization is a must!

To this day, we as an agency are always exploring new strategies and opportunities for improvement. With a critical eye on our own results and those of our clients, we strive for ongoing enhancement.

Building the Google Ads account from the ground up

Looking back at where we started, we can confidently say that our collaboration with this client, focusing on Google Ads advertising, has built the foundation from the ground up. Results that make you say “WOW” are precisely why we love doing this work.

NOTE: We are not there yet. The coming months will be crucial to keep moving forward for this client to be fully booked and 100% satisfied with their Online Marketing.