Case Study - Ideal Image
Audit & Strategy
01Identifying issues and lost opportunities within the existing Google Ads Account and building a custom strategy that matches the client's business goals.
PPC Management
02Deploying Google Ads SEM campaigns. Setting up performance reports and managing the monthly budget.
Optimizations
03Monitoring account performance. identifying and proposing new tactics to improve main KPIs.
Results
04Increasing sales and ROAS
About the project
Ideal Image is a leading provider of cosmetic medical services, specializing in laser hair removal, body sculpting, skin rejuvenation, and other non-invasive aesthetic treatments with over 150 locations across the US. As the lead strategists and managers for SEM Google Ads campaigns we came across seven accounts within the aesthetics industry overseeing a substantial yearly budget exceeding $40M. With a focus on driving optimal performance and maximizing return on investment (ROI), we have implemented a series of strategic initiatives aimed at enhancing campaign effectiveness and profitability.
Identifying lost opportunities
The aesthetics industry is highly competitive, with rapidly evolving consumer trends and a diverse range of products and services. Our primary challenge was to ensure that our SEM campaigns not only captured the attention of our target audience but also delivered tangible results in terms of conversions and revenue generation. The client previously tested some SEM Google Ads and LinkedIn post promotions with limited success in acquiring any qualified leads. The client realized that a true digital marketing initiative required more systematic analysis of audiences, testing, and an approach to optimize limited budget spend. The existing SEM landing pages were poorly designed with high page load time, poor user experience and missing the right layout for capturing form submissions.
Main Optimizations
Budget Reallocation
Utilizing a data-driven approach, we strategically reassigned monthly media budgets to prioritize high-performing campaigns. By closely monitoring metrics such as Conversion Rate, Click-Through Rate (CTR), Cost Per Lead (CPL), and Return on Ad Spend (ROAS), we identified and allocated resources to campaigns with the highest potential for ROI.
Keyword Optimization
To enhance account management and improve ad relevancy, we implemented measures to optimize our keyword strategy. This included pausing inactive/inefficient keywords, as well as unprofitable keywords with high CPL/low CVR. Additionally, we identified and eliminated irrelevant keywords that did not align with our service range, resulting in the removal of approximately $3.8 million (70%) of the total $5.5 million keywords.
Focused Optimizations
Recognizing the importance of maximizing performance on our highest expenditure account, we intensified optimization efforts by launching new campaigns and refining ad copies. This targeted approach aimed to drive increased visibility, engagement, and ultimately, conversions.
CRO Landing Pages
Evaluating existing landing pages and proposing optimizations in order to improve content, UX/UI while working closely with the web development department in launching A/B testing projects
Results
Increase in Sales
Increase in CVR
Increase in ROAS
Increase in CTR
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