Technical Case Study: Flooring PPC Campaign Optimization
Client Overview
A flooring company approached me for paid marketing strategies. After a review I have figured a fully functional website showcasing wide range of high-quality products. Due to lack of marketing knowledge, they were unable to generate sales.
Challenges
Poor keyword targeting leading to irrelevant traffic.
Ineffective ad copy and landing pages reducing engagement.
Lack of geographic targeting resulting in wasted budget.
High CPC due to competitive industry.
Low conversion rates from existing campaigns.
Objective
Reduce CPC while maintaining quality leads.
Implement location-based targeting to maximize ROI.
Enhance keyword strategy to attract relevant traffic.
Increase the CTR by optimizing ad copies.
Enhance the conversion rates by improving user landing page experiences.
Strategy Implemented
1. Keyword Optimization
Finalized high-intent key-phrases for flooring PPC.
Eliminated irrelevant search terms using negative keywords.
Used exact match and phrase match keywords to filter unwanted traffic.
2. Bid Strategy Adjustment
Shifted from manual bidding to automated bid strategies (Target CPA and Maximize Conversions).
Adjusted bids based on device and time-of-day performance.
3. Ad Copy Enhancement
Created compelling, benefit-driven headlines and descriptions.
Included clear Call To Action for confirm conversions
A/B tested multiple versions to identify the best-performing ads.
4. Landing Page Optimization
Designed dedicated landing pages tailored to each flooring type.
Improved Google PageSpeed Insights for mobile and desktop.
Added trust signals (customer reviews, certifications, and guarantees).
5. Geo-Targeting & Audience Segmentation
Focused on high-performing zip codes and excluded low-converting areas.
Used remarketing campaigns to re-engage previous visitors.
Applied demographic targeting to filter users based on income level and property ownership.
6. Tracking & Performance Analysis
Used Google Tag Manager to track clicks.
Used custom GA4 reports to track the user behavior.
Implemented different tracking modes like Calls, add to cart and purchases.
Retargeting Customers with Adwords Campaigns and Facebook.
Created monthly reports on ad spent and conversions.
Results
CPC Reduction
60% decrease in CPC due to keyword and bid optimizations.
Conversion Rate Increase
Improved by 42% through better landing pages.
Lead Quality Improvement
35% increase in high-intent leads.
CTR Enhancement
Over 60% Click-Through Rate Enhanced with text, image, and shopping ads.
ROAS Growth
Return on Ad Spend (ROAS) increased from 3.2x to 5.1x.
Conclusion
By implementing a data-driven approach, the PPC campaign effectively optimized cost-per-click (CPC), enhanced lead quality, and improved conversion rates. Advanced bid strategies, machine learning-powered automation, and geo-targeting played a crucial role in streamlining ad spend and improving campaign efficiency. Additionally, continuous A/B testing of ads, coupled with high-intent keyword targeting, led to increased monthly sales and a substantial boost in return on ad spend (ROAS).
Next Steps
Continue optimizing bids based on seasons and trends.
Used remarketing to target potential users.
Used retargeting campaigns to tracking local customers.
Experiments with video ads to converts users.
Using of different landing pages to improve customers experiences.
Iftekhar Ahmed
CEO / digital marketing specialsit
If you’re not having fun with what you’re doing then you’re doing it wrong
