Envision Painting Doubles Google Ad Conversions

By Simply Adding Negative Keywords and Increasing Ad Quality Score

  • 134% CONVERSION INCREASED
  • $400 SAVED MONTHLY
  • OVER $500,000 EARNED
envision-painting-case-study-hero-image

Envision Painting Doubles Google Ad Conversions

By Simply Adding Negative Keywords and Increasing Ad Quality Score

  • 134% CONVERSION INCREASED
  • $400 SAVED MONTHLY
  • OVER $500,000 EARNED
envision-painting-case-study-hero-image

Envision Painting's Desire To Scale

It wasn’t as if Envision Painting was struggling to get conversions and sales using Google Ads when we first started working with them – the painting company was comfortably making money off their Google ads with a $165.45 cost per customer acquisition and an average job size of $5000.

However, despite this margin, Envision felt that they weren’t reaching enough people. Any jobs they got from their Google Ads were great, but they felt that they weren’t getting enough leads from their digital marketing efforts. They approached us, EveryDayDreamers, to see if we could help them scale their Google Ads.

Envision’s account performance without our management:

envision-painting-before-graph
envision-painting-before-graph

Our Audit

As We audited Envusions Google Ads account, we noticed two concerning details that were driving up Envisions CPC,and hurting their conversions:

  • 1- None of Envision’s ads had a high ad strength score as per Google
  • 2- There were no negative keywords in the account

Before we took over,Envision was spending just under $2000 a month on Google Ads. For that money they received-400 clicks per month, which in turn led to -8 monthly conversions(calls or emails in the case).

Envision ad before we took over

envision-painting-before-ad-example

Both these factors were concerning for different reasons – not having a high ad strength score can reduce your overall quality score which, in turn, reduces how your share of voice or how often your ad actually shows when Google registers a relevant search.

This alone is an issue, but it’s nothing compared to not having any negative keywords on the account. Having no negative keywords on your account is a surefire way to get irrelevant clicks and impressions.

Imagine being an aspiring artist, and searching Google for ‘Painters in Victoria’ (one of the key terms Envision was biding on). If you’re looking for an art apprenticeship Envision doesn’t want you looking or clicking on their ad. Yet that’s exactly one of the factors that was contributing to Envisions low conversion rate.

Optimizing Envision’s GoogleAd Account

The very first thing we did in Envisions account was add over 1500 negative keywords.

These negative keywords included phrases like ‘apprenticeship’, or ‘car paint job’, and the like to ensure that the impressions and clicks Envision got were as targeted as possible.

The second thing we did to Envision’s account was update each ad individually and ensure that Google rated it as an ‘excellent’ ad.

envision-painting-google-ad-quality-improvement

Both of these details resulted in an immediate improvement, but we’ll get to that in the results section.

We also fixed some basic issues with the way the account’s ad groups, campaigns, and keywords were structured and added ~400 extra ads to help the account’s ads show up more often and perform better.

We also fixed the geophysical distance that the ads were showing up within – Envision only serviced a limited area, there was no need for the ads to show up outside that area. Before we did that the ads were showing up nearly 50 KM outside this range. This is one more way we made the account more targeted.

Envision’s account in a similar time frame as the screenshot above, but under our management

envision-painting-after-graph
envision-painting-after-graph

The Results

The months that followed our optimization were incredibly positive months for Envision painting. Their conversions more than doubled while their spend actually went down by a few hundred dollars.

From Envision’s perspective, they were now spending a little bit less, but getting double the jobs and work from their Google ads.

On a more detailed level – here’s what was actually happening to the ads and the account

1- The account had a higher quality score, due to

  • a) The improvements in account structure
  • b) The addition of negative keywords
  • c) The individual ad strength

2- Because of this improved quality score, Google was happy to show our ads more often than competitor ads in the same space.

If you look at the two screenshots of the account metrics side by side, you’ll notice that the number of clicks is roughly the same – perhaps a few hundred higher under our management. This is misleading, as although the clicks might be the same, the quality of those impressions are not.

Due to the addition of our negative keywords, those clicks are more targeted and much more likely to result in conversions. This is how we were able to double the conversions without doubling the clicks. Those clicks are no longer being allocated to people who are not searching for Envision’s service – this also decreased their bounce rate.

envision-painting-impression-share-results

The above is a screenshot of Envision’s share of voice by the time we were done making our changes to their account. As you can see, their share of voice is nearly double their nearest competitor.

All of this culminated in earnings of over half a million dollars. In addition to earning Envision Painting over $500,000, we were also able to reduce their cost per customer acquisition (on Google Ads) to less than $50.

The Results

The months that followed our optimization were incredibly positive months for Envision painting. Their conversions more than doubled while their spend actually went down by a few hundred dollars.

From Envision’s perspective, they were now spending a little bit less, but getting double the jobs and work from their Google ads.

On a more detailed level – here’s what was actually happening to the ads and the account

1- The account had a higher quality score, due to

  • a) The improvements in account structure
  • b) The addition of negative keywords
  • c) The individual ad strength

2- Because of this improved quality score, Google was happy to show our ads more often than competitor ads in the same space.

If you look at the two screenshots of the account metrics side by side, you’ll notice that the number of clicks is roughly the same – perhaps a few hundred higher under our management. This is misleading, as although the clicks might be the same, the quality of those impressions are not.

Due to the addition of our negative keywords, those clicks are more targeted and much more likely to result in conversions. This is how we were able to double the conversions without doubling the clicks. Those clicks are no longer being allocated to people who are not searching for Envision’s service – this also decreased their bounce rate.

envision-painting-impression-share-results

The above is a screenshot of Envision’s share of voice by the time we were done making our changes to their account. As you can see, their share of voice is nearly double their nearest competitor.

All of this culminated in earnings of over half a million dollars. In addition to earning Envision Painting over $500,000, we were also able to reduce their cost per customer acquisition (on Google Ads) to less than $50.

Total Conversions

371

Estimated Return On Investment

Assuming 30% close rate and average revenue per customer of $5,000

Cost/conv.

$43.30

ROI

$556,500.00

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