Profit Roofing Systems
Case Study
One of our clients is a reputable American company that operates in several states, including Illinois, Indiana, and Wisconsin. With over a decade of experience, they specialize in providing superior real estate services. Our client is known for their dedication to quality, exceptional customer support, and customizable solutions that fit the specific needs of their clients.
Our client’s main goal was to improve the effectiveness of their digital campaigns, increase the number of new potential customers, and reduce costs per lead. However, with traditional Search campaigns, they faced challenges such as stagnation in conversion growth, limited reach, and increasing costs, which led them to explore innovative solutions in digital advertising.
This case study explores how the integration of Google Performance Max (PMax) campaigns with Search campaigns resulted in significant performance improvements and the achievement of their business goals. Let’s dive in!
Before introducing Performance Max campaigns, our client faced several challenges. Traditional Search campaigns, while highly effective at attracting high-intent users, have reached their peak in terms of growth. Conversions have stagnated and costs per lead have continued to rise. This has created financial pressure to maintain campaign performance.
Before the introduction of Performance Max campaigns, our client faced challenges in further improving results. Traditional Search campaigns had proven to be very effective in attracting users with high purchase intent and achieving stable conversions, but their potential for further growth was limited. Costs per lead were gradually increasing, which opened up the floor to explore new strategies to maintain high campaign performance while optimizing costs.
Also, Search campaigns have limitations in reaching audiences that were not actively searching for specific keywords but were potentially interested in our client’s services. This meant that many potential customers remained out of reach of these ads.
To overcome these challenges, the Profit Roofing Systems team proposed a comprehensive strategy that included the integration of Performance Max campaigns. This allowed the reach to be extended to a wider audience while existing Search campaigns continued to target users with high conversion intent.
Search campaigns are Google Ads that appear on the search results page when users search for specific keywords. For example, a user searching for “best contractor in Illinois” will see our client’s text ad.
These campaigns are ideal for capturing users with high purchase intent because they target people who are already at the bottom of the sales funnel, ready to take action. However, their effectiveness depends on the specificity of keywords and pre-existing demand.
Performance Max campaigns use artificial intelligence to reach users across multiple Google platforms, including YouTube, Gmail, Display, Discover, and Search. Unlike traditional campaigns, Performance Max optimizes ads in real-time, making it possible to reach audiences that have not actively searched for specific terms but show interest through online behavior.
For example, a user who watched home improvement videos on YouTube might see our client’s ad. The aforementioned ad expands the reach of the campaign, and also covers the entire purchase process, from the creation of initial brand awareness to the actual conversion.
By combining Search and Performance Max campaigns, we created a strategy for our client that covers the entire sales funnel. Search campaigns continue to focus efforts on high-intent users, while Performance Max campaigns increase visibility and engage new audiences.
To implement this strategy, we took the following steps:
The implementation of this strategy resulted in significant improvements.
After the introduction of Performance Max campaigns, the performance of existing Search campaigns showed growth. Our client recorded six additional leads compared to the previous period, and the conversion rate increased by 7.19%. This growth demonstrates the synergy between the two types of campaigns.
In the following screenshot, we see detailed data before and after the implementation of Performance Max campaigns.
Analyzing the data, it is clear that Performance Max not only extended the reach but also improved the effectiveness of Search campaigns.
When looking at the combined performance of Search and Performance Max campaigns, the results are even more impressive. The number of leads increased by 21 compared to the previous period. The conversion rate increased by 1.22%, while the cost per lead decreased by $11.32. These results show how the integration enabled an increase in reach, a larger number of leads, an increase in the conversion rate, and a decrease in the cost per lead.
On the screenshot below we can see a detailed view of the combined results.
In order to make the data more transparent, we present a tabular representation of the key results below:
Criteria | Result | Influence |
Increasing leads | +21 overall, including +6 from Search | A greater number of potential clients |
Improving conversions | +7.19% (Search), +1.22% (Total) | Better use of budget |
Reducing cost per lead | -$11.32 | Greater profitability from campaigns |
The integration of Performance Max campaigns with existing Search campaigns brought significant benefits to our American client. Using these two types of campaigns made it possible to cover the entire sales funnel, increase the number of leads, reduce the cost per lead, and expand our reach to new audiences.
This approach shows that innovative digital marketing strategies, aided by artificial intelligence, can significantly improve campaign performance. If you want to improve your own marketing strategies, consider implementing a similar combination; contact us and achieve measurable results and long-term success with Profit Roofing Systems!