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Google Ads Case Study: Carpet Cleaning Jacksonville, Florida

Overview

This case study examines the experience of a carpet cleaning company in Jacksonville, Florida, that has been working with us for three years. Initially, the client operated with a budget of $500 per month, generating around 23 leads each month. However, recent updates to Google Ads significantly affected their reach and campaign performance. We implemented a series of strategic adjustments to restore and enhance lead generation, showcasing the importance of data analysis, budget management, and continuous testing.

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Background

  • Client: Carpet Cleaning Company, Jacksonville, Florida

  • Partnership Duration: 3 years

  • Initial Performance: 23 leads/month on a $500 budget

  • Industry: Carpet Cleaning and Air Duct Cleaning

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Challenge

About six months ago, Google Ads introduced changes that altered keyword matching capabilities, which negatively impacted the client's ability to generate leads. Our goal was to pinpoint the issues, adapt the campaign to these changes, and improve lead generation while staying within the client’s budget.

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Strategy and Execution

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Phase 1: Assessment and Initial Adjustments

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  1. Keyword Analysis: We thoroughly analyzed the existing keywords, focusing on their performance in terms of lead generation and conversion rates.

  2. Testing Match Types: We began testing a mix of broad match and exact match keywords. This strategy initially yielded good results, helping us gather valuable data on what worked best.

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Phase 2: Navigating New Challenges

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  • Following another update, the relationship between broad match and exact match keywords shifted, resulting in irrelevant clicks and increased costs.

  • To address this, we shifted the campaign to a Max Conversions strategy with Target CPA (TCPA) bidding, allowing Google to optimize spending while driving conversions.

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Phase 3: Performance Fluctuations

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  • July Spike: In July, the campaign saw a notable increase in lead volume, prompting the client to raise their budget from $500 to $1,000 per month. While this resulted in more leads, the higher spending raised concerns. We assured the client that their cost per lead remained stable, and they were successfully booking jobs.

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Phase 4: Budget Adjustments

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  • In August and September, the focus shifted back to a $500 monthly budget. This required a reduced daily budget of $17, which negatively impacted lead volume and overall effectiveness.

  • The client noticed a decline in ad visibility, leading to discussions about whether such a low daily budget was sustainable in a competitive landscape.

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Phase 5: Revitalization in October

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  • After receiving the go-ahead to make adjustments, we returned to the Max Conversions strategy with TCPA bidding.

  • We also revamped the client’s offer and landing page to enhance conversion rates.

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Results

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As of October 2024, the campaign has shown significant improvement:

  • Leads Generated: 61 leads

  • Average Cost Per Lead: $23

  • Conversion Rate: 60% of calls converted into paid jobs for carpet cleaning and air duct cleaning services.

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Insights and Conclusion

This case study highlights the vital role of data analysis, budget management, and ongoing testing in Google Ads campaigns. The competitive nature of digital advertising demands flexibility in strategy and budget to achieve optimal results.

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Key takeaways include:

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  • Budget Constraints: A low daily budget can greatly limit ad visibility in a competitive market.

  • Data-Driven Decisions: Regular monitoring and adjustments based on performance metrics are essential for success.

  • Adapting to Changes: Being agile and responsive to platform updates is crucial for maintaining effective campaigns.​

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In conclusion, while Google Ads can present challenges, they also offer significant potential for lead generation when managed effectively. Businesses must weigh their options carefully, considering competition, costs, and expected returns.

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