How to Use Paid Ads for Conversion

We grew a brand’s revenue by 43.4% in 180 days In the same timeframe Their Google CPA dropped by 23.14% & we scaled ad spend by 81% For context, this was for an established men’s apparel brand. Today, I’ll be revealing the 4-step strategy we implemented for this brand. Enjoy: 1. Quick wins: One of the first things we look for when we take over a brand’s paid strategy is quick wins. We look for quick fixes & holes we can plug fast. For this brand, we did a bunch of optimizations before the paid strategy started: - Site speed optimization where we made significant improvements - We took inspiration from a competitor brand’s and gamified our cart to boost AOV & CR through rewards & gifts. - We turned their best-selling products into bundles to increase the no. of products ordered - We tested non-discounted bundles, which worked well for this brand - We added new lifestyle images to their landing page & improved image formatting - We simplified site navigation & removed all brand lingo which was hard for new site visitors to understand. Already, this brand’s conversion rate has increased. We were in a prime position to get rolling with paid. 2. The ad creatives: This brand had already tested different styles & formats for creatives... which was great to see. We took their highest performing assets & created new variations of these to test. We tested 10x new ad creatives per week with different formats: - Behind the scenes - Founder videos - UGC - Statics From this alone, we were gathering ample data to pin down a winning creative strategy. 3. Meta We identified several weaknesses in their meta strategy. A significant part of our job was to address them and consolidate their account. We: - Ensured all active ads had UTM set up (most of them didn’t) - Introduced separate campaigns for testing & scaling - Ramped up the volume of creatives tested to 10x per week - The result: we doubled Meta ad spend whilst maintaining a blended ROAS. Google A similar situation existed on the Google side of their paid ads strategy. A lot of holes & micro-optimisations: - We excluded recent past purchasers from the majority of campaigns - We fixed the conversion setup so we could accurately see how ads performed - We launched new campaign varieties (dynamic search, remarketing display, shopping) - We tested new varieties of creatives and copy The result: Google CPA dropped by 23.14% & we grew spend by 81.66% whilst maintaining profitability. TAKEAWAY: This case study was based on fixing holes and conducting more testing to gather more data. With shaky foundations & minimal testing, it’s difficult to scale a paid media strategy. But once you’ve cracked it? The world’s your oyster. It was the case here & we’re excited to see how this brand continues to scale with us!

🚀 My Google Ads pre-launch process: Before spending a penny on ads, I look to have a few things buttoned up to ensure I’m not wasting my PPC client’s money. 1️⃣ Conversion tracking  Side note: Having GTM and event tracking setup skills in your PPC toolbox is SO valuable. Before I launch campaigns for my clients, I make sure that conversion tracking is set up and that it’s working properly. I do this for both the client’s main site as well as for any landing pages we’re using. Quick conversion tracking checks: 👉 Use the Google Tag Manager debugger tool to see what kind of tags are on the site. You can start a free GTM account and use the debugger tool or the Chrome extension.  👉 I test event tracking by looking at what events are firing as I’m going through the site and landing pages.  👉 I make sure that the valuable events that I consider a conversion are in GA4 and in the Google Ads interface. 2️⃣ Landing pages  Before I spend money on ads, I want to make sure they have the best chance of converting. With that in mind, I want to use pages that are most relevant to the keywords I’m running. I look for a few things from a landing page (I also use these principles when creating them): 👉 Keywords in the campaign are represented in the content of the page. 👉 A clear (and obvious) call to action above the fold as well as throughout the page. 👉 As few clicks as possible to get the lead (I don’t want to make it hard for people to convert). 👉 Limited number of different CTAs. Ideally, just one CTA to keep prospects focused. 3️⃣ The campaign set up itself  I don’t want any wacky mistakes, so I go through a quick campaign check before I launch:  👉 Make sure the budget isn’t insanely high or low.  👉 Location targeting is correct for where my client does business. 👉 I like to start with a manual CPC bidding strategy since the campaign doesn’t have any conversions. With that in mind, I make sure my keyword bids are higher than the $0.01 default!  👉 Add the campaign to the global negative keyword list for the account.  👉 Double-check for typos in keywords or ad copy.  👉 Display network is not enabled (I want search only for search campaigns). 👉 Relevant ad extensions are applied to the campaign.  👉 Check the URL to make sure it works. Once all these checks are completed, it’s launch time! What’s your pre-launch process? Are there any different items you look for before activating a campaign? 👋 I'm Emily - a PPC and marketing analytics expert specializing in helping businesses get more leads from paid ads. Need someone to jumpstart your PPC program? Let’s chat! 🔔 Follow to stay up to date with my insights and findings. 

Paid search for B2B lead gen is often plagued with poor converting or spammy lead generating campaigns. Here's my framework for setting up B2B campaigns that work. 1. High Quality Conversion Tracking  ↳ All of our decision making for lead gen campaigns comes down to understanding what works. Being able to track lead quality is essential for a campaign that works. 2. An Effective Budget  ↳ Companies often want to start with "test" budget to see if it works before scaling. Your better off committing to test a budget you're willing to stay at for 3 months and then evaluating. B2B can see high CPCs and you need the volume at the beginning to understand if it is going to work. 3. A Converting Landing Page and Offer  ↳ All the traffic in the world won't matter if you no one can navigate your landing page or they aren't interested in your offer. Your offer should already be validated before you start testing lead gen campaigns. 4. Relevant Keywords and Ad Copy  ↳ B2B buyers are looking for solutions to their specific pain points. They aren't ecomm buyers who search for white shoes and browse for inspiration. Your keywords should be focused on the solutions buyers are searching. Then your ad copy needs to be focused on quickly explaining how you solve those problems. You only have a brief second to catch them. B2B campaigns can be successful in nearly every industry, but they need to be set up for that success from the start. What did I miss? What else would you add?