26%
SEM conversion rate improvement from 4% (1 month)
70%
SEM CPL decrease (1 month)
Challenges
This is a client with local presence. They’ve been running a standalone search campaign with us, but between October and February, we saw a consistent drop in conversion rates from 9% to 4%, while lead growth had stagnated.
Solutions
- Performance Max campaign enabled allowing us to reengage users that had searched but hadn’t converted.
- Additional placements across YouTube, Discovery, Gmail and other Google properties.
- Captured more intent based audiences rather than relying on keyword search alone.
Results
Performance Max has opened up considerable opportunity by finding lower cost, higher intent traffic. While average CPCs have increased as a result of higher quality traffic, conversion rates have substantially improved alongside this.
