How we increased the number of targeted leads from 1369 to 7551 in 3 months of work. We also reduced the cost per lead by 54% and increased the number of leads in the seasonal 4 months by 748% compared to the same period last year.

Client:

Leading manufacturer of metal roofing and facade materials in Kazakhstan. The company offers a very wide range of products: metal roofing tiles, corrugated steel sheets, metal siding, roof drainage systems, metal fencing, structural shapes and additional elements for roofing and facades.

Promoting construction materials can be challenging due to niche-specific features.

  1. Long sales cycle. Acquiring construction materials usually follows an extended process of decision-making, research, and planning. This can be a challenging process that involves numerous contacts and decisions, making promotion difficult. The number of leads should be high, since the conversion rate is low – about 20%.
  2. Competition from the offline sector: Many buyers of construction materials make purchases in offline stores or with the help of local suppliers. Therefore, it is essential to make advertising effective for those who search for products online.
  3. Advertising relevance: Given the variety of products available, it is essential that ads are highly relevant to users. Dividing your advertisements into groups by product type and utilizing precise keywords can help achieve this.

Prior to working with RegisTeam, the client independently launched Search Campaigns and Performance Max on Google Ads for over a year, in addition to having one Google Display Network (GDN) campaign.

After auditing the campaigns, we discovered that:

  • In the conversion settings, absolutely all goals were set to Basic. Additionally, the client selected goals from Google Analytics such as “page views” and “navigation to the Contact page”. These settings are incorrect. The primary goals should be conversions that result in leads and from which the campaigns can learn. Goals that do not generate specific leads should be considered Secondary.
  • The GDN campaign ran for six months without generating any leads. The creatives were insufficiently developed, and it was not always clear what the client was selling. Additionally, the campaign was not optimized or updated properly, resulting in untargeted traffic.
  • The ads lacked details of the objects such as “Additional links”, “Structured description” and “Clarification”, which are instrumental in improving the visibility of ads. As a result, they were visually outmatched by competitors in search results.
  • The demographics and interests of the audience were not analyzed.
  • There was no Remarketing, which is a crucial element for this particular niche. Users take a long time to make a decision on an order, so they need to be brought back to the site.

First month of work: restructuring of search campaigns.

After conducting an audit of existing advertising campaigns, we took immediate action by disabling ineffective GDN and several Search campaigns. Following that, we established the appropriate goal hierarchy of “Primary” and “Secondary” goals, while also reviewing and refining the semantic core and ads.

In several stages across all Search campaigns, we changed the strategy from manual CPC to Maximum Clicks, which allowed the system to learn more accurately and bring more clicks within our budget. It was important to accumulate as much statistics as possible, because the first month of operation coincided with an important transition from Universal Google Analytics to Google Analytics 4.

As for Performance Max campaigns, they worked well. However, they could be further improved to generate more targeted traffic.
First of all, a PPC specialist worked on additional settings in Content suitability. Many clients don’t pay attention to these settings, but they are essential for the effectiveness of media campaigns.

  • Content Suitability on Google Ads is an instrumental part of creating and optimizing advertising campaigns. Its main goal is to ensure that your ads appear on appropriate and secure platforms for users, taking into account the context and nature of placement.
  • Content suitability allows you to avoid placing your ads alongside offensive or unreliable content that could negatively impact your customers and brand reputation.
  • The appropriate audience and context help to attract a more relevant and engaged audience, which has a positive impact on conversions.
  • Setting up exceptions lets you specify certain keywords or topics with which you don’t want your ads to be linked.
  • The system also allows you to restrict the display of ads for specific demographic groups.

After these modifications, by the end of the first month, we saw a positive trend in increasing conversions and reducing their cost:

Following two months: Expanding existing campaigns and integrating remarketing.

After accumulating statistics, Search Campaigns were switched to the Maximum Clicks strategy, while we gradually limited the cost of CPA, making sure that traffic remained stable and we did not drop in the number of conversions.
Given that the cost per conversion decreased, the client increased the advertising budget by 50%, which was used to launch several new GEOs and a remarketing campaign.

For the Remarketing campaign, the client offered a 10% discount on selected additional items. We targeted all users of the website and thus encouraged them to leave a submission and get a discount by using a promo code.

We developed several new banner options for the Performance Max campaign. The client also created branded videos of 10 and 15 seconds to bring an additional group into the campaign by targeting brand keywords. As a result, we had a great combination of targeting users who already knew our brand, which combined with the return of users through remarketing with a promotion and high search traffic, resulted in a 5.5x increase in conversions. The cost per conversion was also reduced by 70%.

Of course, we should take into account the effect of the season. The first month of the promotion was the beginning of the season, and the last month was its peak. However, if we compare the data with the same seasonal period of the previous year, the positive dynamics become apparent: a 54% decrease in the cost per conversion and a 748% increase in the number of conversions:

Results

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

Results Before working with RegisTeam:

  • Conversions (leads) received – 1369;
  • Cost per conversion – $2.89;
  • Expenses  – $3952.35. 

Results After:

  • Conversions (leads) received – 7551;
  • Cost per conversion – $0.87;
  • Expenses  – $6549.64.

Results compared to the same period of the previous year:

Conclusions

The most important thing to remember is that buying construction materials usually involves a long process of planning and decision making. Users often take a long time to make a decision, checking everything thoroughly before making a purchase, which requires more contact and interaction. We need to prepare for this and engage them through all kinds of campaigns.
Remarketing and customer retention on the website are important. It is necessary to pay attention to the development of special promotions, discounts, and other incentives.

To build trust, it is important to provide useful content that helps customers choose materials. The website should include expert advice, comparative features, and real customer reviews.

A successful strategy and careful work with advertising will help to significantly improve campaign performance and achieve significant growth in conversions and Google Ads efficiency.

We at the Regis Team are ready to do this for your business as well.