Our collaboration with this company demonstrates the importance of precisely defining business goals in Google Ads campaigns. By changing how conversions are measured and adjusting the advertising strategy, we helped the client significantly increase the number of valuable business inquiries in a short time. Read how we transformed a campaign that wasn’t generating measurable results into an effective customer acquisition tool.
+50% Improvement in ad quality score through expansion and alignment with user intent.
Worth Knowing
Measuring the right conversions in Google Ads is the foundation for success.
Precisely defining what constitutes a valuable business conversion allows Google Ads to better optimize campaigns for real business needs. In Stone Protection’s case, focusing on contact forms and phone calls instead of micro-conversions brought immediate performance improvements.
What Industry Does the Client Operate In and What Problem Did We Solve?
Our client, Stone Protection, is an Australian company specializing in the protection and maintenance of stone surfaces. The company offers services for both residential and commercial sectors in Sydney and surrounding areas.
The main problem was an ineffective conversion measurement system in their Google Ads campaigns. The client treated micro-conversions (page views, email address clicks) as the main campaign goals, didn’t measure contact form submissions, and as a result received few real business inquiries from ads despite campaign expenditure.
Challenges
We faced several key challenges:
- Incorrect conversion priority settings caused the system to optimize campaigns for the wrong goals
- Lack of proper tracking for the most important business conversions (contact form submissions)
- Low quality ads that didn’t precisely address potential customers’ needs
- Limited time to implement changes and demonstrate results
Step-by-Step Actions
Audit and Initial Analysis
We began with a thorough audit of Stone Protection’s advertising account, analyzing campaign structure, ad groups, keywords, and conversion settings. We identified that the main problem was incorrect business goal definition.
Conversion Goals Reconfiguration
We conducted a comprehensive reconfiguration of conversion goals, establishing a clear hierarchy where contact forms and phone calls became the most important. We set up form tracking, which wasn’t previously active.
Ad Content Optimization
We expanded ad content to better respond to user search intent. We optimized headlines and descriptions, incorporating key industry phrases and customer benefits.
Bidding Strategy Adjustment
We adapted the bidding strategy to new conversion goals, allowing the system to effectively optimize campaigns for acquiring valuable business inquiries.
Our Results
The effects of our actions were quickly visible and represented a significant change for the client’s business:
Within the first 3 weeks of implementing changes, we recorded 7 valuable conversions (submitted contact forms and phone calls)
Before optimization, no main conversions were measured, indicating a 700% increase
Improvement in ad quality score translated to better ad positions and lower cost per click
Further campaign optimizations should continue the trend of improving conversion rates while reducing cost per result. Our collaboration with Stone Protection continues, and we’re focusing on further increasing the effectiveness of their advertising campaigns.
Summary
This case study demonstrates the importance of precisely defining and measuring the right business goals in Google Ads campaigns. A simple reconfiguration of the conversion system and optimization of ad content brought the company a significant increase in the number of real business inquiries in just a few weeks.
This transformation highlights the value of professional management of Google Ads campaigns. Thanks to our experience and knowledge of best practices, we were able to quickly identify the problem and implement effective solutions that brought tangible business benefits to the client.
Want similar results for your company? Contact us to discuss how we can help you optimize your Google Ads campaigns and increase the number of valuable conversions.
