Paid search
case study

I was hired by a SaaS company. The founder of the company was struggling to get qualified leads. After just a few months I was able to generate qualified leads for less than 12 €/per lead.

Identifying appropriate channels

Firstly I helped my client identify the most promising marketing channels and create a plan for utilizing these channels. One of the channels on the list was search engine marketing, more precisely Google Search ads.

Preparation for the paid search ads campaign

The most important step in creating an effective search ads campaign is identifying the right keywords.

How do I know if the keyword is right for my paid search campaign?

It’s easy, I just need to ask myself the following:
What is the main goal a user has when typing a query into a search engine?

TIP: Always ask yourself this question as you go through the keywords. With this mindset, you will be able to distingush easily if the keyword is right or not.

If you would like to find out more about search intent, check out this article by Brian Dean – Founder of Backlinko and one of the best SEO entrepanurs: https://backlinko.com/hub/seo/search-intent

Creating a Google search ad campaign

With the most promising keywords in mind, I have created a Google search ads group for each keyword, this approach is called SKAGs – Single Keyword Ad Groups. This approach helped me achieve great quality scores and CTR because each search term had an ad that was corresponding to the searcher’s intent.

Conversion rate optimization

Finally, I have helped my client improve the conversion rate by creating dedicated landing pages for each keyword with appropriate content in that responds to users’ search intentions. This approach boosted conversions because I was able to address users’ objections based on their search terms. This is crucial in designing and copywriting an effective landing page for any purpose.

Find below the Google Data Studio KPI report for the google search camping: