42% reduction in CPA and 52% improvement in conversion rate

We created fully optimised search campaigns, including updating all the client's assets, ad copy and extensions. These new campaigns were developed following extensive market and keyword research, and were created to target specific audiences and needs that fit with our client's highest-value customer segments.

We deployed ROAS (return on ad spend) bidding to increase the traffic volume for the most profitable visitor types and times, which avoided the limitations of a blended average CPA which had been used to date.

We continually optimised the campaigns; finding new keywords, adjusting the bidding strategy, and refining the audiences and demographics.

To improve conversion rate, we reviewed user sessions and analytical data on the performance of the client's key landing pages. After highlighting several potential improvements around page layout, navigation, and messaging, we designed a series of tests to resolve issues and points. The tests resulted in a 52% improvement in conversion rate vs the original page.