Ascent Aviation needed better results on their Google Ads campaigns. The owner felt like he was burning money for zero results. Campaign management had been handled by several different in-house marketers over the years who ran the account with outdated strategies.
Our primary goals were to:
We started by conducting a comprehensive audit of Ascent Aviation's existing Google Ads account to identify areas for improvement. The audit revealed a scattered campaign structure with numerous ad groups targeting unrelated keywords, leading to inefficient ad spend and poor performance. To address this, we proposed a complete overhaul of the account structure by implementing single theme ad groups.
We reorganized the campaigns and ad groups to align with Ascent Aviation's specific services and offerings. Each ad group was centered around a single theme, ensuring that the keywords, ad copy, and landing pages were tightly focused and relevant. This approach allowed us to create highly targeted and compelling ads that would resonate better with potential customers.
In order to optimize the account for better performance, we conducted thorough keyword research to identify the most relevant and high-performing keywords for each ad group. We focused on a mix of broad, phrase, and exact match keywords to strike a balance between reach and precision.
Crafting engaging and persuasive ad copy was crucial to attracting potential customers. We conducted A/B testing to determine the most effective messaging and iterated on the copy to continually improve performance. By highlighting Ascent Aviation's unique selling propositions, we aimed to increase click-through rates (CTR) and ultimately drive more conversions.
Driving traffic to a website is only part of the equation; ensuring a seamless user experience is equally important. We implemented Callrail for call conversion tracking as that is the most common conversion for Ascent. We also refined the landing page CTAs to contain click-to-call buttons and clear call to action text. By doing this, we aimed to reduce time-to-convert to decrease funnel friction and increase conversion volume.
Managing bids and budgets effectively is crucial in achieving the campaign's objectives. We employed automated bidding based on target cost per acquisition (CPA) and daily budget to optimize the return on ad spend and cost per lead.
Our strategic approach produced remarkable results for Ascent Aviation.
In the month prior to Noblemen taking over Ascent Aviation's PPC account, their cost per conversion was over $400. Through our optimizations, we have been able to lower this to just under $21 per conversion.
Ascent went from getting an average of one conversion per month to 158 in the month of May.
Our ad copy optimizations and targeted approach resulted in a significant improvement in the account's click-through rate, taking it from 6% for non-branded keywords to over 11%. Ascent Aviation's ads became more compelling and relevant to their target audience, leading to a higher CTR and increased ad engagement.
Through a comprehensive audit, restructuring, and optimization of Ascent Aviation's Google Ads campaigns, Noblemen successfully turned their advertising efforts around. They now reap the benefits of a more efficient and cost-effective advertising strategy, driving increased conversion volume and a reduced cost per lead. With these positive outcomes, Ascent Aviation is on a trajectory to reach new heights in their industry and achieve their marketing objectives.