Mould Cleaning Australia specialise in mould treatment and mould remediation across Sydney, New South Wales and Melbourne, Victoria since 2010. The team at Mould Cleaning Australia offer a professional service and years of experience along with high tech products to ensure you get the best possible outcomes.
The Challenges
- Increase lead generation and at the same time decrease the cost per lead.
- The client was only running Google Search campaigns and the reach was limited due to the structure used, which was having a poor quality score.
- Improve the landing page experience through a new and optimized landing page with a higher mobile speed score and fewer distractions.
The Approach
- We started by identifying and defining a Customer Persona to achieve a better ad relevance;
- A clean Landing Page was created focused on Lead generation eliminating distractions whilst improving the conversion rate;
- A new and optimized Google Search campaign was created, along with Display Ads targeting remarketing and custom audiences, as well as Facebook Ads using different ad types were utilized;
- Full funnel approach to warm and guide the users all over the buyer journey;
The Strategy
Period of analysis Jan – Sep (2020). Google Ads + Facebook Ads.
- Through continuous optimization on the new Google Search campaigns (keywords, ads, bid strategy, target location, etc.) we managed to increase the ad rank and quality score, reducing the cost per conversion by more than half in some cases;
- Remarketing campaigns to keep the targeting audience warming both in socials and Google Display Network;
- A/B testing audiences on awareness campaigns, followed by consideration and conversion ads guiding the target audience all through the buyer journey;
- Creating a new landing page ensured a better user experience and improved the lead generation rate, maximizing the outcome;
Case Study Transcript
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