As a company that prides ourselves on helping other local businesses thrive, our team at Three29 always strives to provide measurable success to our clients. When we commit to a project, we aim to maximize the help we provide our clients and offer transparency throughout the process. We demystify digital marketing by closely tracking all of our client’s data so that they have clear insight into what we do.
One successful project we recently completed was for a company called Frequency Coworking. Their business needed booked tours for their brand new coworking space, and our team is proud to say we improved their new Google Ads campaign performance from a high cost per lead of $184.85 to just $34.73 in only 68 days.
Significant, Measurable Google Ads Account Improvements
The account improvements we made were tracked over a period of three months and are broken down by month in the chart below:
| Metric | Month 1 | Month 2 | Month 3 |
|---|---|---|---|
| CTR | 7.71% | 8.72% | 11.23% |
| CPC | $11.38 | $5.77 | $3.84 |
| Conversion Rate | 6.15% | 7.92% | 11.07% |
| Cost/Conversion | $184.85 | $72.86 | $34.73 |
That’s an 81% decrease in cost per lead, a 46% reduction in CPC, and a consistently increasing CTR and conversion rate. It’s important to note that although the three date ranges above differ in the number of days included, the four metrics we are measuring are all ratios, so can still be compared.
Strategic Account Improvements That Drove Growth
CTR – Click-Through Rate
The clickthrough rate (also known as the CTR) is generated by dividing the number of clicks by the number of impressions and then multiplying that number by 100. A high CTR indicates that the ad being presented is highly relevant to the search query and can also help to boost the overall Google Ads performance.
Although a typical Google search ads average is 6.42%, we started at 7.71% and finished at 11.23%. The way we are able to get above average CTRs is primarily by employing the following two strategies:
- Grouping keywords by search intent
- Writing compelling, benefit-driven ad copy
CPC – Cost Per Click
The Cost Per Click, or CPC, indicates the amount of money that we pay Google each time a person clicks on the search ad. Although the market technically determines the CPC in any given industry, an account’s positive performance can help lower it. Ultimately, Google wants to provide the very best search results to their users, so it rewards the top advertisers with a lower CPC.
In the case of Frequency Coworking, we started with a CPC of $11.38 and were able to bring it all the way down to $3.84. We were able to achieve a significantly lower CPC by:
- Making strategic changes to ad copy.
- Pausing underperforming keywords.
- Adding more relevant keywords which improved the Google Ads quality score.
Contrary to popular belief, a lower CPC doesn’t necessarily mean better results. This is because advertisers bid on keywords they want to target based on what specific return on investment they generate. Typically, keywords with a lower CPC generate lower quality traffic overall, so it’s necessary to use multiple strategies to have the most success.
Conversion Rate Optimization
The conversion rate is calculated by dividing the number of conversions by the total number of visitors/interactions and then multiplying that number by 100. A conversion is any positive action your company wants to track on a website. In this particular case, conversions were clicks to schedule a tour with Frequency Coworking or to email them.
The higher the conversion rate, the better overall result. We were able to work our way up from 6.15% to 11.07%. For reference the average conversion rate for Business to Business (B2B) is around 3%.
Here’s how:
- Pausing underperforming keywords and adding new relevant keywords.
- Performing A/B tests on our clients’ landing pages.
- Gradually leveraging the Google Ads bidding strategy algorithm as the platform collects data.
Cost Per Conversion
When you measure how much a conversion, or lead, costs, you get the cost per conversion. This is one of the most important metrics for most advertisers, along with the quality of the leads. With all of the improvements previously mentioned, we were able to significantly decrease the cost per lead from $184.85 to $34.73 for this client.
Post-Launch Optimizations That Made It Happen
The success of this campaign was not achieved by letting the account function independently once launched. We had to continue to make regular improvements after launching the campaign in order to enhance what was working and adjust what was not. Throughout the campaign, our team at Three29 made sure to:
- Add Negative Keywords: We used the negative keyword “pricing” for example, to avoid “top-of-the-funnel” queries such as “coworking space pricing”.
- Add new Keywords: We strategically added keywords as the campaign progressed such as “meeting spaces [city where company is located].
- Pause Inefficient Keywords: If something isn’t working, it’s important to address it, so we paused keywords that had clicks but no conversions along with the brand names of competitors.
- Create Additional Ad Assets: Many people don’t realize that ad assets, such as site links and structured snippets, if created, can run alongside search ads and take up more room on the search engine results page.
- Changed the Bidding Strategy: At Three29, we like to start with Manual CPC and then gradually move into smart bidding strategies, such as Maximize Conversions (a strategy for bidding that utilizes AI to get the maximum amount of conversions while staying within a particular budget).
The Role of Consistent Data Analysis in Google Ads Campaigns
Data collection can be time consuming and tedious, but as you can see, it is essential for the ongoing improvement of any new digital advertising account. At Three29 we understand the value in setting up new campaigns for success right from the start by using all the tools in our toolbox. We also believe strongly in investing continued time and energy into our clients’ campaigns long after they are up and running. We’ve spent years perfecting our optimization strategy after the campaigns launch so that we can assess projects in real time and make changes that improve the performance of the account day by day.
Our Approach to Managing PPC Campaigns
At Three29, we don’t just launch ads—we build systems. Systems that:
- Collect and analyze data daily
- Adjust dynamically to performance trends
- Continuously test, refine, and retarget
Our years of experience have taught us that the best-performing Google Ads campaigns are those treated as living, breathing projects.
Need a Boost on Your Google Ads Campaign?
If your company is considering launching a new pay-per-click (PPC) campaign, our experienced team at Three29 is here to help. The first step is to contact us to schedule a consultation meeting where we will get to know you, your company, and explore the goals of your campaign(s) along with any particular metrics you’d like us to focus on.
We love involving our clients in the process so that they experience a personalized approach to maximizing their business’s success. We are only as successful as the clients we serve, and we enjoy working together as partners to help you reach your company’s full potential. Reach out today to schedule a consultation. We look forward to implementing our PPC strategies so you can see your advertising campaigns thrive.
