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Penketh Group – Google Ads Case Study

PPC Success Stories

347% increase in leads over the first 6 months

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When Penketh Group came to us, they were struggling to generate quality leads through the Google Ads platform. Our goal was to rebuild the campaign, ensure conversion tracking was correct and then generate quality conversions.

Essentially starting the account from scratch was challenging based on conversion tracking not fully working and needing to implement Google best practice within the account. Performance Max, while slow at first, started to drive leads after the initial 3 month strategy was complete and we used the data gathered there to optimise further.

After the initial 3 months, we saw the campaigns settle and further improvements in the number of conversions with 46 achieved May to July 23 compared with 21 conversions from February to April 23. Performance Max was the main source of the slow generation of conversions in the first few months and this is where we started to see it really stretch its legs.

  • 347% increase in conversions over 6 months
  • 73% decrease in CPA over 6 months

 

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"The PPC Geeks approach is having a positive impact on the number of leads reaching us."

"After previously working with a digital marketing agency that offered a range of services, we wanted a partner that specialised heavily in paid media. We felt that our offering was a little niche and came with added complexities so wanted a expert who could provide and lead with a more insightful approach. Our account management is very proactive and we can see that this approach is having a positive impact on the number of leads reaching us."

Carla Carr – Head of Marketing

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The Challenge

Penketh Group were spending on Google Ads with no conversions or leads coming through the platform.

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The Impact

As we created new campaigns and fixed conversion tracking, we saw a steady stream of conversions coming through in the initial 3 months. However, the account improved significantly once the campaigns ran through their learning periods and we optimised the account.

Results over 3 months:

  • 320% increase in conversions 
  • 70% decrease in cost per acquisition 
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The Outcome

Quality leads from Google Ads have increased significantly since we took over the account.

Results over 6 months:

  • 347% increase in conversions 
  • 73% decrease in cost per acquisition 
  • 5,715% increase in impressions 
  • 1,151% increase in clicks 

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The Brief

The Brief:

  • Reviewed conversion tracking and fixed issues.
  • Set up Performance Max campaign which wasn’t previously running.
  • Created new campaigns aligned with Google recommended structure.
  • Adjusted and optimised new bidding strategies.

The Results

Short-Term Results:

As we created new campaigns and fixed conversion tracking, we saw a steady stream of conversions coming through in the initial 3 months. However, the account improved significantly once the campaigns ran through their learning periods and we optimised the account.

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320%

INCREASE IN CONVERSIONS

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70%

DECREASE IN COST PER ACQUISITION

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347%

INCREASE IN CONVERSIONS

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73%

DECREASE IN CPA

Long-Term Results:

After the initial 3 months, we saw the campaigns settle and further improvements in the number of conversions with 46 achieved May to July 23 compared with 21 conversions from February to April 23. Performance Max was the main source of the slow generation of conversions in the first few months and this is where we started to see it really stretch its legs.

How We Did It

How We Did It:

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Starting the account from scratch was challenging based on conversion tracking not fully working and needing to implement Google best practices within the account.

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Performance Max started to drive leads after the initial 3-month strategy was complete and we used the data gathered there to optimise further.

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Based on the positive trajectory we’ve seen with the account, we saw the highest number of leads generated in a single month in September 2023.

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There have been regular conversations and collaboration with the client to grow the account and further improve results.

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We have been regularly keeping an eye on competitor activity, particularly on bids, search impression share and comparison of ad copy.

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Also consulting on some new business with the view of continuing 2024 based on the good performance we have brought to Penketh Group thus far.

The Journey to Success

Penketh Group:

“After previously working with a digital marketing agency that offered a range of services, we wanted a partner that specialised heavily in paid media. We felt that our offering was a little niche and came with added complexities so wanted a expert who could provide and lead with a more insightful approach. Our account management is very proactive and we can see that this approach is having a positive impact on the number of leads reaching us.”

About Penketh Group

About Penketh Group:

Penketh Group are a passionate and experienced team of workplace strategics and space creators, many with over 45 years’ experience. Projects are delivered with genuine love and passion whether it’s beginning with an office fit out, transforming an existing space through refurbishment and integrated technology, or you’re looking for a sustainable supplies and resource solution. Penketh Group is there from day one to provide expert insight and build long term relationships that span beyond a single project.

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Quotes from the Client

Quotes from the Client:

“After previously working with a digital marketing agency that offered a range of services, we wanted a partner that specialised heavily in paid media. We felt that our offering was a little niche and came with added complexities so wanted a expert who could provide and lead with a more insightful approach. Our account management is very proactive and we can see that this approach is having a positive impact on the number of leads reaching us.”

~ Carla Carr – Head of Marketing 

About Penketh Group

Penketh Group are a passionate and experienced team of workplace strategics and space creators, many with over 45 years’ experience. Projects are delivered with genuine love and passion whether it’s beginning with an office fit out, transforming an existing space through refurbishment and integrated technology, or you’re looking for a sustainable supplies and resource solution. Penketh Group is there from day one to provide expert insight and build long term relationships that span beyond a single project.

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Quotes from
Penketh Group

“After previously working with a digital marketing agency that offered a range of services, we wanted a partner that specialised heavily in paid media. We felt that our offering was a little niche and came with added complexities so wanted a expert who could provide and lead with a more insightful approach. Our account management is very proactive and we can see that this approach is having a positive impact on the number of leads reaching us.”

Carla Carr – Head of Marketing

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Quotes from
PPC Geeks

"Penketh Group has such strong visual assets that we were able to take advantage of the display style campaigns to really grab attention. Setting up Performance Max campaigns alongside standard Search allowed us to expand reach and showcase the amazing workspaces designed by Penketh Group’s team. Operating within a competitive market meant that we have taken a creative and tactical approach with the account which required us to think outside of the box.  Our strategy paid off and lead volume, as well as lead quality, has improved significantly since our management of the account."

- PPC Geeks Team

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