About Grow

The Solution

Once we dug into Grow’s account, we noticed keyword strategy and account setup were causing lead quality and volume inconsistency. We removed shorter, low-intent keywords from the account since these were likely to be leading to poor lead quality even if they were driving volume. Additionally, organizing campaigns and ad groups into more similar groups helped both with overall management and improved ad relevance and ad copy.

Next, we noticed there wasn’t a page on the site dedicated to speaking to specific issues that using Grow would solve. Additionally, many of the landing pages did not include their top-performing keywords or follow many of Google’s best practices for ad landing pages. By implementing more effective, strategic landing pages, we were able to improve Quality Score and reduce CPC while improving customer experience and increasing conversion rates.

Now that the account and landing pages were in a good spot, we moved to the next phase: testing, optimization, and implementation. We leveraged different campaign types from remarketing to Performance Max, focusing on new customer acquisition, broad match campaigns with long-tail keywords. We also conducted several target CPA tests and adjustments.

Refined keyword strategy with longer-tail keywords, improved account organization and ad copy

Improved landing pages for non-branded campaigns with better keyword usage and value propositions

Created, executed, and modified tests around campaign types, match types, and bidding strategies