Client:
The client is a family-owned business that introduced the idea of online orders for energy certificates for residential homes and buildings. The company offers fast, efficient, and hassle-free processing from the comfort of your home via computer or mobile device.
Objective:
Our task was to help the client generate more leads through Google Ads and website optimization. The client aimed to achieve an average of 60 orders per month.
Challenges
The client reached out to us in the beginning of year 2023 to improve the performance of their Google Ads campaigns, which had been managed by another agency for several years.
Through data analysis, we learned that over 12,000 energy certificates are issued annually in Slovakia for buildings. Our goal was to capture at least 10% of the entire market, so we set a new target of 100 orders per month..
Our analysis revealed the following issues
- The client was using outdated search ad formats.
- They were not utilizing all available ad extensions.
- The targeting was based on general keywords without active management of negative keywords. This meant that if someone searched Google for terms like "energy certificate for a washing machine," the client’s ad would appear. This was irrelevant since the client provides certificates for buildings.
- In their remarketing campaigns, the client was targeting audiences for 180 or 360 days. To clarify, remarketing allows ads to be shown to people who have previously visited your website. However, in this case, the timeframe was too long—if someone visited the site in January, they would still see ads in December.
Our solution
Based on our analysis, we prepared a new campaign structure focused on a revised segmentation of search campaigns, along with a long-term strategy and key objectives.
- Setting up conversions directly through Google Ads, along with the setup of Google Analytics 4. This allowed us to track user behaviour on the client's website and analyse customer actions.
- Rebuilding the search campaign structure and creating an exclusion keyword list to ensure ads only showed for relevant search queries.
- More effective use of display campaigns, with a particular focus on remarketing.
Website Changes
During the campaign launch, we communicated necessary changes to the website, which the client quickly implemented. These primarily involved updating text and other details that could influence campaign performance and user behaviour on the website. Thanks to clearer and more compelling texts, we are able to attract more potential clients to place orders.
Results
- Each month, the client received more than the expected 60 orders, with some months reaching 100 orders.
- 84% increase in ad impressions at the top of Google search results.
- 78% increase in website traffic.
- 250% increase in conversions over the year.
- 369% increase in ROAS (Return on Ad Spend).
- 11,000 EUR increase in ad expenditure volume.
Unexpected Turn in Campaigns
While finalizing our analysis and campaign structure, the client surprised us with some unexpected news. Due to changes in the law, service prices had to be raised by up to 40%. Thus, we had to reassess our budgets—reducing the expected conversion rate (the percentage of people who make a purchase) and increasing the predicted cost per conversion to 22 EUR.
A Year of Success
The campaign was based on 7 search campaigns, 3 display campaigns (two of which wereremarketing campaigns using dynamic remarketing), and 1 discovery campaign. In the Google Ads account, we successfully stabilized monthly results, consistently exceeding client expectations (60 orders per month), and often reaching our target of 100 orders.
Despite the service price increase of several dozen percent, we saw a rapid rise in orders already within the first few months. Other metrics also saw an increase, such as the cost-per-click, which rose by over 25%. However, this didn’t concern us, as we achieved nearly an 84% increase in impressions at the top of Google search results.
100
orders per month
+ 25%
price per click
+ 84%
Increase in top of page views when searching with Google
With higher ad positions, the click-through rate increased by over 58%.
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Return on investment in advertising
We also succeeded in boosting Return on Ad Spend (expressed by ROAS metrics) by 369%, meaning we achieved 1.8 times the previous value.
We also faced increasing competition. Initially, we found only a few companies offering the same or similar services, but by the end of the year, their number had grown by more than 50%.
We learned from the client that the primary cause of this was the requirement for energy certificates for residential homes when applying for government subsidies for home renovation. However, despite the increased competition, we met the client’s goal of 60 orders per month, and in some months, even reached 100. Therefore, 2023 was a year of success for the client.
The company achieved significant success also thanks to online marketing. Our optimization of Google Ads campaigns and website changes led to a substantial increase in orders, often surpassing the original target.
Despite the rise in service prices and growing competition, we achieved a 250% increase in conversions and a 369% improvement in ROAS. The company experienced not only greater visibility and more traffic but also a significant increase in the efficiency of their marketing expenditure.
Why collaborate with Vivantina?
8
years of experience
40+
regular customers
1 mil.
EUR per year
10
member team
We have been on the market for more than 8 years and as a certified Google partner.
We manage campaigns not only at home, but also in 8 other countries. With more than 40 regular customers and managed media budgets in excess of 1 million euros per year, we are able to bring clients effective solutions for a wide variety of marketing challenges.
Our 10-strong team has the know-how, experience, tools and passion to help you attract new customers and build strong brand awareness. Check out our testimonials, schedule a free consultation and discover the growth opportunities for your real estate business.