Service

Google Ads

Project

Service station. Official Mobil 1 sales and service center

Objective

– Increase in high-quality and relatively cheap traffic and conversions

Period

May 1, 2023 - present

Region

Kazakhstan

Client

A certified auto repair shop with experienced workers and modern equipment is located in Astana. It offers an array of services and products, including computer diagnostics, sales and replacement of oil and spare parts.

The primary objective was to increase high-quality traffic and conversions at a reasonable cost.

Challenges of the project

  1. Competition from the offline sector: Many car owners have their vehicles serviced at small local repair shops. Competition for those who search for products online is quite high.
  2. To ensure relevance to users, it is important to tailor ads to the variety of services and car brands available. Grouping ads by service type and using targeted keywords can help achieve this goal.
  3. The repair shop is limited to operating only in Astana, which restricts the ability to scale and optimize the project by location. Potential customers are unlikely to travel from other cities to have their cars serviced.
  4. The website of a car repair shop is a one-page landing page that lacks detailed information about the services offered, including the sale of spare parts and supplies, which is one of their areas of activity. As a result, most inquiries are handled via phone or messenger.

Before working with RegisTeam, the client ran several types of Google Ads campaigns, including Search Campaigns, Performance Max, and Smart Campaigns.

After auditing the campaigns, the following errors were identified:

  • In the conversion settings, all goals were set to Priority. However, the client was tracking ‘click by number’ goals from Google Analytics instead of call tracking. This is an incorrect setting because the main conversions should be those that are leads and for which campaigns should be learning. Goals that do not generate specific leads should be considered Secondary.
  • Demographic and interest-based audience analysis has not been conducted.
  • Smart advertising campaigns generated expensive leads for what were actually secondary conversions. Additionally, optimizing such campaigns can be challenging due to their limited functionality.
  • The identity of the advertiser was not verified.
  • There are no settings available for additional objects such as company name, logo, and images for search ads.

The Path to Achieving Goals

The first month of work: Restructuring Search Campaigns

– disabled Smart Ads and some Search Campaigns,
– set up the appropriate hierarchy of goals between “Primary” and “Secondary”,
– revised the semantic core and ads,
– set up Search Campaigns for new service directions.

In all search campaigns, the strategy was revised from Manual Cost Per Click to Maximum Number of Clicks.
This allowed the system to learn more efficiently and deliver more clicks within our budget. We emphasized the importance of accumulating as much data as possible. This was especially important during the first month of operation, which coincided with a transition from Universal Google Analytics to Google Analytics 4.

In addition, work has been done to compile the semantic core and create ads for search campaigns in new service directions.

Months two and three: Scaling of current campaigns and connecting Performance Max campaigns

After analyzing the statistics from the Search campaigns, we limited the Cost Per Click to a value slightly lower than the average CPC for all the advertising campaigns. This change did not result in a decrease in the number of conversions, and the CPA was lower than before implementing the CPC limitation.
Work was also done to optimize search campaigns by search queries, devices, and demographics.

Given the lower cost per conversion, we were able to test Performance Max campaigns within the monthly budget and drive a significant amount of cheap and targeted traffic.

First of all, we made additional adjustments to Content suitability, which is a crucial aspect in creating and optimizing display advertising campaigns on Google Ads. Our main objective is to ensure that ads appear on relevant and safe resources for users, considering the context and nature of the placement.

For the Performance Max campaign, we created multiple versions of banners, titles, and descriptions. Additionally, the client provided branded videos up to 15 seconds long with keyword targeting. As a result, we achieved a 205.92% increase in conversions and a 60.69% decrease in the cost per conversion.

Results

Let’s look at the overall results of Google Ads campaigns before and after working with RegisTeam.

Results Before working with RegisTeam:

  • Main conversions (leads) received – 215 (not including clicks on the number);
  • Cost per conversion – $17.15;
  • Expenses – $3,687.62.

Results After:

  • Conversions (leads) received – 1490;
  • Cost per conversion – $3.91;
  • Expenses – $5,819.28.

Comparison of the indicators:

Conclusions

To attract new customers who may not use search queries to find car repair shops online, it is recommended to run various campaigns, including Performance Max, Google Display Network, and Demand Gen, in addition to regular Search Campaigns.

To increase trust, it is crucial to offer valuable content that assists customers in choosing the right service. The website should include expert advice and real customer reviews to help users make decisions.

To attract and retain customers, it is important to develop special promotions, discounts, and other incentives.

This case study demonstrates that a well-planned strategy and careful management of advertising can significantly improve campaign performance, resulting in a significant increase in conversions and Google Ads efficiency.