Tyrrells Property Inspection

Paid Search Strategy results in 78% increase in conversions.



Upgraded remarketing strategy
sees a 420% increase


Ok, let’s see that

About the Project


Tyrrells is a growing Residential & Commercial Property Inspections company from Sydney, Australia. Operating in such a competitive market, Tyrrells experienced a plateau in their online conversions and digital marketing efforts.

The challenge was to build a strategic paid search strategy that was effective at generated leads while combatting the high CPC for keywords in Australia.


About the project


Tyrrells is a growing Residential & Commercial Property Inspections company from Sydney, Australia. Operating in such a competitive market, Tyrrells experienced a plateau in their online conversions and digital marketing efforts.

The challenge was to build a strategic paid search strategy that was effective at generated leads while combatting the high CPC for keywords in Australia.

The Strategy


• Establish an objective of 10% increase in leads on a month to month basis.

• Create lead generation landing pages for use in the campaign. A/B test all landing pages with Google Optimize.

• Create multiple ad formats and copies to test different messaging. Each ad communicated a clear benefit.

• Each keyword in an ad group coincided with one single landing page. This proved to be a far more effective strategy than implementing dynamic insertion on landing pages because dynamic ads tend to reduce quality score.

• Implement a variety of keywords, including less direct search terms with lower CPCs in order to maximize the campaign budget

• Strategy iterations on a monthly basis. Continually test new keywords, pause underperforming ads, add more ad formats, use display keyword targeting and display in-market to optimize campaign performance.



Results

Results were assessed after a 9-month campaign period (January to October).

Campaign successfully achieved the objective of a 10% increase in leads M/M.

Not only were the conversion goals met, but the client’s CPA was reduced by 9% in the process.



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The Strategy


• Establish an objective of 10% increase in leads on a month to month basis.

• Create lead generation landing pages for use in the campaign. A/B test all landing pages with Google Optimize.

• Create multiple ad formats and copies to test different messaging. Each ad communicated a clear benefit.

• Each keyword in an ad group coincided with one single landing page. This proved to be a far more effective strategy than implementing dynamic insertion on landing pages because dynamic ads tend to reduce quality score.

• Implement a variety of keywords, including less direct search terms with lower CPCs in order to maximize the campaign budget.

• Strategy iterations on a monthly basis. Continually test new keywords, pause underperforming ads, add more ad formats, use display keyword targeting and display in-market to optimize campaign performance.


Results


Results were assessed after a 9-month campaign period (January to October).

Campaign successfully achieved the objective of a 10% increase in leads M/M.

Not only were the conversion goals met, but the client’s CPA was reduced by 9% in the process.




Recognized by




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