Strategic Google Ads and website management for a global pet travel provider
Key results (first 12 months)
- +80% increase in conversion actions
- +130% increase in impressions
- -30 reduction in cost per click
- +30% increase in click through rate
- +55% increase in search visibility
Over the last 12 months we have partnered with a global pet travel provider operating out of the UK to achieve a significant increase in both lead volume, lead quality and conversion efficiency.
Partnership overview
A specialist animal logistics provider operating out of the UK to help individuals relocating overseas with international travel arrangements for their pets.
They required specialist support with their existing Google Ads campaigns which were inconsistent and produced inconsistent and sometimes costly results. They wanted to strengthen their online presence and generate a steady stream of quality enquiries. Key areas of support included:
- Google Ads setup and ongoing management
- Landing page creation and optimisation
- Analytics and conversion tracking
- Ongoing reporting and strategic insights
- Cross channel expertise (primarily SEO and PPC)
Challenges
Lack of campaign structure – campaigns were underperforming in a competitive international market.
Un-optimised landing pages – landing pages were not optimised for keyword relevance or conversion.
Inconsistent tracking – unreliable conversion data hindered strategic decision making.
Un-optimised campaign budget – allocation of campaign budget was inefficient leading to spend being spread too thinly across low value areas.
Poor quality data – a lack of a single source of truth existed from which to understand campaign performance.
Our approach
We worked closely to first understand the operational model, enquiry patterns and seasonal fluctuation that effected this particular niche. We built a combined approach that included a complete re-build of the existing Google Ads structure and audits of landing pages to improve clarity, trust and conversion performance. We also overhauled the tracking setup to not only track form submissions, but other key interactions too. We have maintained a close working relationship with in-house team members.
Solutions
Landing page optimisation – landing pages were refined to improve content quality and relevance – crucial for Google Ads – and to also provide cleared paths to conversion.
Campaign tracking – consolidated tracking via Google Tag Manager and GA4 event tracking to record form submissions and calls.
Ongoing data driven optimisation – ongoing campaign management based on accurate data provided reliable and measurable performance.
SEO integration – working closely with the SEO team to leverage search trend data insights to refine keyword targeting to capitalise on emerging opportunities.
We have developed a clean, optimised and segmented campaign structure with Ad groups that align with user intent to ensure improved relevance, quality score and overall campaign efficiency.
Measurable outcomes
- Increased campaign engagement:
- 130% increase in impressions.
- 25% increase in absolute top impression share.
- 32% increase in click-through-rate.
- -28% reduction in average cost-per-click allowing for improved budget allocation.
- +80% increase in conversion actions with additional uplift across organic channels
Ready to strengthen your digital marketing with our outsourced skills?
Whether you need a full digital marketing partner, or just hands on assistance with a particular area of your strategy, we offer flexible models that provide you with access to our expertise, our knowledge and our skills. We are here to help support businesses with in-house marketing teams who need more – more time, more skills, more experience, and more results.
Send our team a message and we will arrange an appointment to talk to you and find out how we can add an outsourced digital marketing team that works with you to elevate your business, without the complications, risks, or cost of additional headcount.
