The numbers
+241%
Conversion rate
−74%
Ad spend
+158%
Conversions, at 54% lower cost
Google Ads, versus the prior display and Performance Max mix.
OVERVIEW
The Challenge
Stucco Today, a home improvement company, struggled to stand out from competitors. They heavily relied on display tactics and Performance Max campaigns, without strategic keyword guidance from search campaigns.
STRATEGY
Our Approach
We restructured the account with new search campaigns aligned to the site structure, phrase-match keywords balancing cost and specificity, and a shift in focus from display toward search, consolidating display spend into a single campaign and pruning irrelevant terms daily.
FEATURE HIGHLIGHT
Results
Spend dropped 74% with a 59% efficiency improvement versus the prior display/Performance Max mix, conversions rose 158% at a 54% lower cost, and cost-per-click fell 27%, driving a 241% increase in conversion rate overall.
