google adwords case study

Get inspired.

Omni Hotels boosts conversions 4X by ditching cookies for Display & Video 360’s PAIR

From its roots in grand historic hotels to its collection of modern resort destinations, Omni Hotels & Resorts has been shaping the hospitality landscape for decades. With over 40 locations spanning across North America, Omni has continued to build upon its rich legacy that blends time-honored elegance with personalized experiences, offering guests a taste of genuine luxury. To navigate the privacy-focused landscape, Omni partnered with PMG, MiQ, and LiveRamp, adopting Google's Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) solution to deliver relevant ads without compromising user data. This resulted in a remarkable 4X increase in ad conversion rates compared to traditional cookie-based methods, demonstrating success in delivering relevant experiences while respecting user privacy.

Get the latest, delivered.

Our monthly newsletter puts the latest success stories, insights, and product news right into your inbox.

• Ads Data Hub
• Analytics 360
• Campaign Manager 360
• Connected TV
• Custom Bidding
• Display & Video 360
• Google Cloud
• Google Marketing Platform
• Search Ads 360
• Tag Manager
• Tag Manager 360

No matching results

Enterprise Brand SAS embraces custom bidding to strategically reach connected TV viewers

Sky TV Italia uses Display & Video 360 together with Campaign Manager 360 to boost video performance

Reckitt US boosts its connected TV strategy with Display & Video 360

Mitsubishi Motors Canada uses propensity modeling to increase conversion rate

Riot Games uses Google Marketing Platform to level-up their player base

Men in Green cuts their creative production time in half with Ads Creative Studio

McDonald’s Hong Kong uses Google Analytics 4 to increase in-app orders by 550%

Uber Eats delivers a 10% increase in campaign reach with Display & Video 360

Charlotte Tilbury Beauty reduces CPA by 29% with Custom Bidding

Claro Shop uses Google Analytics 4 to increase in-app purchases in time for the holiday season

Square improves conversion measurement securely with Server-Side Tagging

Banco Azteca increases financial product sales by 178% with Google Marketing Platform

How The North Face used Tag Manager 360 to increase conversions by 3X

How PepsiCo moved from mass demographic marketing to a consumer-centric marketing approach

Nemlig gathers new insights and grows conversions by 40%

Líder drives in-app purchases at a lower CPA with Google Analytics

How OMD and the Guardian used Programmatic Guaranteed to increase efficiency for their direct deals.

How first-party data helped Deckers Brands see which customer trends were taking off

United Overseas Bank drives 3x increase in applications with Google Marketing Platform

Deckers Brands drives business growth with Google Marketing Platform and Google Cloud

TUI UK drives 13% higher return on ad spend by investing in digital maturity

Adidas uses Display & Video 360’s connected TV solutions to show the world it is “Ready for Change”

Samsung increases return on ad spend by over 2x with data-driven creatives

412 Food Rescue uses the new Google Analytics to cut reporting time by 50%

Salesforce unlocks marketing insights faster with Google Analytics 360

L'Oréal Taiwan uses predictive insights to reach the right customers

L’Oréal Taiwan increases offline revenue 2.5x with Google Cloud and Google Marketing Platform

Mondelēz International improves cross-functional collaboration with Campaign Manager 360

Booking.com Evolves Their Measurement with Ads Data Hub

Essence Develops New Measurement Solutions for Customers with Ads Data Hub

How Suntory PepsiCo Vietnam Beverage maximized reach and reduced waste

Nestlé UK Drives Incremental Reach with Audio Ads

Groupe Renault boosts sales and reduces cost per lead with Google and Salesforce

Toyota Canada sees 6X boost in conversions using Google Marketing Platform and Google Cloud

How Samsung found success in Indonesia’s smartphone-savvy market

SAS increases online bookings by 34% in partnership with Google

How did L’Oréal make one creative idea work 100K+ different ways? With a little help from Display & Video 360, Studio and GWD.

Rituals Grows Their Brand with Google Marketing Platform

Rituals Boosts Sales by 85% with Google Marketing Platform

With Display & Video 360, Google Media Lab brings the best of programmatic to its linear TV ad buys

Australia’s Qantas uses Display & Video 360 to reach frequent flyers with relevant ads

Major League Baseball speeds up its marketing game with Google Marketing Platform

Columbus efficiently boosts conversions with a Search Ads 360 Smart Bidding strategy

adidas brings teams together around insights with Google Marketing Platform

Scotiabank boosts mobile conversions with Google Search Ads 360

BookIt moves new users through the funnel with insights-driven creative

OMD revs up high-value traffic for Nissan with Google Display & Video 360

Dune London teamed up with NMPi to boost its Google Shopping revenue by 72%

Scotiabank makes a winning investment with Google Display & Video 360

Moncler hits 72% rise in revenue with Google Marketing Platform’s full stack digital marketing solution

iProspect boosts Thon Hotels' revenue 147% with Google Search Ads 360

IPG Mediabrands improves time spent on Le Petit Marseillais website

L’Oréal Paris puts a fresh face forward with Google Display & Video 360

Walks of Italy boosts revenue and ROI with data-driven attribution and automated bidding

Avon paints a pretty picture with native ad engagement from Google Display & Video 360

Zoopla increases leads with Google Search Ads 360

Audi’s dynamic creative ads reinforce car customization possibilities

IKEA boosts ad spend ROI through Google Search Ads 360

Jellyfish increases agency efficiency with Google Search Ads 360

Using Google Marketing Platform, Novartis customer experience is the picture of health on a global scale

AIDA Cruises speeds ahead with scaled insights and efficiencies from Google Marketing Platform

With Google Tag Manager 360, GoPro discovers freedom and adventure in marketing

Jobs2Careers doubles conversions and increases workflow efficiency using Google Tag Manager

Airbnb improves vendor data collection to 90% with Google Tag Manager

Rail Europe accelerates page load speed by 20%

• Google Advertising

5 Successful Google Ads Case Studies by Industry

• February 21, 2024

If you’re considering investing in Google Ads to promote your brand, you’re likely looking for evidence of its effectiveness. You want to know if this platform is ideal for the industry you’re in, or need case studies to prove that it’s well worth your time, effort, and money. In this article, we’ll share some inspiring Google Ads case studies and success stories of businesses that have used Google Ads to drive significant results, and help you get insights on how to achieve the same (or even better) outcome.

Table of Contents

5 Google Ads Success Stories that Inspire Your Next Campaigns

1. away travel: capturing unbranded traffic, company background.

Away Travel, founded in 2015 by two former Warby Parker executives, is a US-based direct-to-consumer e-commerce business that sells travel luggage.

As a new player in the market, Away Travel faced the challenge of increasing brand awareness and capturing a significant share of the market. They needed a strategy to introduce their brand to a wide audience of potential customers and drive awareness and consideration for their products.

How Google Ads helped?

Google Ads was chosen as the platform for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Away Travel leveraged Google Ads to capture unbranded search traffic, which refers to searches where users are looking for a product or service but have not specified a brand in their search query.

By using Google Ads, Away Travel was able to capture a significant volume of unbranded search traffic. This strategy allowed them to introduce their brand to a wide audience of potential customers, driving awareness and consideration for their products.

The search ads Away uses for unbranded searches are very similar to the ones for branded traffic.

They are also using the ® hack to increase CTR, a trick that often works.

Besides the ad, they are using all ad extensions: everything from site links, callouts, structured snippets, seller ratings, and even a new type of call extension.

About 70% of all Search Ads clicks for Away, worth about $35,000 per month, come from unbranded paid search. Across all campaigns, they achieved an average click-through rate (CTR) of 4.3%, significantly exceeding industry benchmarks.

2. Glossier: Effective Campaign Structure

Glossier is a direct-to-consumer beauty brand founded in 2014 by Emily Weiss. Their target audience? Millennials and Gen Z seeking high-quality, yet affordable beauty products with a transparent and approachable brand personality. Ever since its establishment, the company has grown rapidly, with its minimalist look and close collaboration with customers.

Despite its rapid growth and popularity, Glossier faced the challenge of effectively structuring their Google Ads campaigns. They needed a strategy that would allow them to reach their target audience effectively and drive significant results.

Google Ads was chosen for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Glossier leveraged Google Search Ads, which allows advertisers to create ads that appear in Google’s search results.

Glossier has an interesting approach to structuring their Google Ads campaigns. They run two groups of search ads campaigns, one for each of their sub-brands: Glossier and Glossier Play. Each group is split into branded and non-branded campaigns.

Then those groups are split into ACQ & CRM. ACQ & CRM campaigns are exact copies, except for the audiences they target:

• ACQ: These campaigns target people who haven’t interacted with the website before, and focus on acquisition.
• CRM: These campaigns target people who have been to the website. This is the RLSA ( remarketing lists for search ads ) feature in Google Ads. The term CRM suggests that there are likely various target audiences within this campaign.

Glossier also runs campaigns outside the United States: in the United Kingdom, Canada & France.

Glossier’s effective campaign structure allowed them to reach their target audience effectively and drive significant results. This case study demonstrates the power of Google Ads in improving a company’s online presence and driving business results.

3. ForRent.com: Increasing Online Visibility

ForRent.com, a leading online apartment rental listing service, aims to provide a simple and effective way for property management companies to advertise their properties and connect with potential renters. However, with the increasing competition in the online rental market, ForRent.com needed a way to increase its online visibility and drive more traffic to its website.

How Google Ads Helped?

To achieve this goal, ForRent.com turned to Google Ads, specifically Dynamic Search Ads (DSA) . DSA is a feature of Google Ads that allows advertisers to create ads dynamically to fill in the gaps of their keyword-based campaigns. Instead of predefining the keywords, DSA uses Google’s organic web crawling technology to automatically generate ads based on the content of a website.

By using DSA, ForRent.com was able to capture a wider range of search queries, including those that might not have been covered by their existing keyword-based campaigns. This allowed them to reach a larger audience and drive more traffic to their website.

The implementation of Dynamic Search Ads (DSA) campaigns by ForRent.com resulted in a significant enhancement in performance when compared to their regular AdWords campaigns. The click-through rates saw an increase of 26%, while the Cost Per Click (CPC) and Cost Per Acquisition (CPA) decreased by 30% and 37% respectively. Currently, the DSA campaigns contribute to 22% of the leads generated through AdWords for the website.

4. ORRA: Customizing Regional Creatives

ORRA, founded in 1939, is one of India’s most prestigious jewelry retail chains with a rich heritage. With 37 stores spread across 24 cities, ORRA has a significant presence in the Indian jewelry market.

Despite its reputation and widespread presence, ORRA faced the challenge of media fragmentation and reaching out to different communities, including Tamilians in Chennai. They needed a targeted digital marketing strategy that caters to different regions and communities.

Google Ads was chosen for its ability to target customers based on their interests and location. Specifically, ORRA leveraged the Google Display Network, which allows advertisers to place ads on a network of websites and apps, reaching more than 90% of people on the internet.

ORRA used Google Ads to customize regional creatives. They tested campaigns on the Google Display Network featuring region-specific creatives and different offers that would appeal to different communities. They also targeted customers on sites that matched their interests, such as lifestyle sites, and ran remarketing ads to increase conversions and sales.

ORRA reported a 30% increase in qualified leads directly attributed to their Google Ads campaigns. By utilizing location extensions, they saw a 15% rise in store visits driven by their Google Ads efforts.

As a result of witnessing the effectiveness of Google Ads, ORRA increased its ad budget by 10 times.

5. Sky TV Italia: Boosting Video Performance

Sky TV Italia, a subsidiary of the Comcast Group, is one of Italy’s largest media companies and the oldest and biggest pay-TV provider in the country. With over five million subscribers and 2.7 million connected households, it commands a sizable share of the Italian viewing audience. This platform boasts a vast library of movies, TV shows, sports, and original content.

However, in a saturated market with rivals like Mediaset and Netflix, maintaining subscriber growth and brand engagement posed constant challenges.

In 2023, Sky TV Italia decided to focus on broadening its appeal to the next generation of viewers. They sought cost-effective video conversions to enhance their content delivery and improve the viewing experience across different platforms.

To achieve this, they turned to Google’s Display & Video 360 together with Campaign Manager 360. These tools allowed them to unify campaign management across various platforms, including Google, Meta, TikTok, and YouTube.

By leveraging Google’s tools, Sky TV Italia was able to boost its video performance significantly. They transcoded over 5,000 video assets to HD in just a few weeks with a hybrid cloud solution. This allowed them to respond rapidly to peaks in demand without the need for overprovisioning.

Sky TV Italia saw a 165% increase in site conversions while dropping cost per conversion by more than half. They achieved up to 80% cost savings using preemptible VMs and Google Custom Machine Types. This allowed them nearly infinite flexibility for scaling according to specific business needs without costly subscriptions.

Key Takeaways from Google Ads Success Stories

From the Google Ads case studies we’ve explored, several key takeaways emerge that can guide businesses in their own Google Ads endeavors. These success stories provide valuable insights into the strategies and tactics that can lead to impressive results.

Know your audience and target with precision

One of the most critical factors in these Google Ads success stories is a deep understanding of the target audience . Knowing who your customers are, what they want, and how they search for it allows you to tailor your ads to their specific needs and preferences. This can significantly increase the effectiveness of your campaigns.

Keyword optimization

The successful use of Google Ads often hinges on keyword optimization. Selecting the right keywords, bidding on them strategically, and incorporating them naturally into your ads can dramatically improve your visibility on Google and drive more traffic to your site.

Continuous testing and optimization

The Google Ads platform provides a wealth of data that businesses can use to continuously test and optimize their campaigns. The businesses in these case studies didn’t just set up their campaigns and forget about them; they monitored their performance closely, made adjustments as necessary, and continually strived to improve.

Leveraging ad extensions

Many of these Google Ads case studies highlight the effective use of ad extensions. These are additional pieces of information that can be added to your Google Ads, such as location, phone number, or additional website links. They can make your ad more informative and engaging, leading to higher click-through rates.

Quality over quantity

Lastly, these Google Ads case studies underscore the importance of quality over quantity. It’s not just about getting a lot of clicks; it’s about getting the right clicks. By focusing on attracting quality leads – people who are genuinely interested in what you have to offer – you can increase your conversion rates and get a better return on your investment.

How Mega Digital Can Help You Build Effective Google Ads Campaigns?

These Google Ads case studies demonstrate the versatility and effectiveness of Google Ads across different industries. Each company leveraged Google Ads in unique ways to achieve its marketing goals, providing inspiration for others looking to do the same.

I bet your business also wishes to achieve the same results. But the process can be daunting, especially for businesses that don’t have much advertising experience on the platform. So what should you do?

As a leading Google Premier Partner in APAC, Mega Digital has the expertise to help you succeed with Google Ads. We’ve helped numerous businesses achieve their goals through our performance marketing solutions. Beyond streamlining your ad campaigns and providing access to a wide array of ad formats, Google Ads Management services from Mega Digital bring a multitude of benefits:

• Google-certified experts : Our team is well-trained in Google advertising features and has been utilizing them since their inception, ensuring a deep comprehension of the platform’s capabilities.
• 1:1 Consultation : We offer personalized support and expertise throughout the process with a dedicated Google-certified ads consultant assigned to every campaign.
• Exclusive insights and tools : With agency accounts, you gain access to a treasure chest of exclusive insights and tools.
• Google support priority : We have a direct line to Google, ensuring priority access to resolve any ad-related issues quickly and efficiently.

In conclusion, these Google Ads case studies and success stories demonstrate the power of Google Ads. They show how businesses of all sizes, from various industries, can use Google Ads to reach their target audience, increase their visibility, and drive significant results.

Random Picks

Latest insights

5 Steps to Use Facebook Ads Keyword to Reach Potential Audience

Google Ads for Restaurants: 5 Tactics to Boost Online Presence

How to write a driving Facebook ad copy? 6 Best ad copy examples

• Unit 1603, 16th Floor, The L. Plaza 367 - 375 Queen's Road Central, Sheung Wan, Hong Kong, Business Registration No. 74049137
• HQ: GP Invest Building, 170 La Thanh, Dong Da, Hanoi, Vietnam 100000
• HCMC Office: 2nd Floor, D-eyes, 371 Nguyen Kiem, Go Vap, Ho Chi Minh City 700000

Want to create a new Google Ads account?

You’re about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account.

Campaigns and Tools

Find answers and inspiration

From how-to articles to customer success stories, our resources can help you make the most of your Google Ads investment.

Content type

Marketing goal.

Basics of online marketing

The Best Paid SEO Strategies for Businesses

Costs & budgets

Billing and payments in Google Ads

basics of online marketing

Analytics in Google Ads

How to set up Google Ads: a checklist

Costs & Budgets

10 tips for Google Ads budget management

Tips and tricks

How can you write successful online ads with Google?

BASICS OF ONLINE MARKETING

What are people searching for online?

tips and tricks

Reach a larger or new audience with Google Display Network targeting

How to use the Keyword Planner tool effectively

What is paid search?

Success story

How Asutra uses Google Ads to help power their self-care revolution

Discover other solutions that can help your business.

Google Ads’ solutions can help you achieve your goals with smarter campaigns, measurement, and insights. Learn more about setting goals for your chosen marketing objective.

Ad Conversion Measurement and Bidding

Get accurate, privacy-safe measurement and optimise for better performance.

Google Ads Tools and Products

Google Ads tools can help you improve performance and get more done.

by Ana Gotter • April 29, 2022

The Google Performance Max Case Study You Need to See

You may have heard of Google’s Performance Max campaigns. They’ve been out for a little while now, and they’re starting to get plenty of attention online. 

But do you know what they are and why they matter? Or what kind of results you can expect to get from them?

As early beta testers, thanks to being a Google Premier Partner, we’ve learned a great deal about Performance Max campaigns, and we want to share that knowledge with you. 

Let’s take a look at what they are, why they matter, how to get started, and our own case study data to see what’s possible. 

What Is A Performance Max Campaign on Google?

Performance Max campaigns are a type of enhanced Search and Shopping campaign. They allow advertisers to reach Google’s entire ad inventory with a single campaign with qualifying objectives. They make sure of extensive machine learning and automation to optimize those campaigns on your behalf.

These are goal-focused campaigns. You can use them for campaigns where your objective is to drive sales, generate leads, get website traffic, or drive in-store visits. 

You can choose the Performance Max option when creating your Google Ads after selecting a qualified objective. Instead of selecting a “Search” or “Shopping” or “Display” campaign when selecting your campaign type, you’ll choose “Performance Max” instead. 

All advertisers currently have the Performance Max campaign option. 

Why Every Advertiser Needs to Care 

There are some extensive benefits that come with Performance Max campaigns. These include the following:

• Google utilizes intensive machine learning, automation, and optimization to get you more results wherever your audience is online
• It streamlines the process; you don’t need to create five campaigns for a single objective anymore. You can create display, shopping, discovery, and search ads all at once under a single campaign 
• Performance Max may successfully drive more clicks, reach, and conversions (check our data on that in a minute!)
• It allows for a fuller online funnel, so you can build awareness, drive leads, and push sales; you get all the benefits of each platform 

But it’s not just about the benefits. Advertisers should care because they need to.

Performance Max is the next evolution for campaign types on Google Ads. Smart Shopping and Local campaigns are automatically going to migrate to this campaign-style starting in June, which is just weeks away as of the time this post was published. 

You’ll want to get on board right away and become familiar with the platform ASAP. We’ve already migrated most of our clients to Performance Max campaigns, and if you haven’t done it yet in Q1, it’s a must-do early in Q2. 

Our Google Ads Performance Max Data 

Here at Disruptive Advertising, we were fortunate enough to be a Premier Partner. We got early access to the Performance Max campaigns when it was still beta testing, so we’ve been testing it as an advertiser with some of our clients. 

We’ve seen great results with Performance Max campaigns— especially when it comes to lead generation.

There are, however, three case studies that we want to focus on.

Google Ads Performance Max Case Study— HRC Fertility 

Lindsay Wheeler is an account manager here at Disruptive Advertising. She launched Performance Max campaigns for HRC Fertility towards the end of February this year. 

Thanks to these campaigns, the client saw an 8% increase in lead volume at a highly efficient cost of a $35 CPA— this was 4x lower than the cost of the previous Search campaigns that had been run. 

Google Ads Performance Max Case Study— Sports Card Retailer  

In January, we worked with one of our clients in the sports card retail industry to test Performance Max campaigns. These campaigns would replace their shopping campaigns.

We saw a period-over-period lift, comparing their Smart Shopping Campaigns to their Performance Max campaigns. There was a 97% lift in revenue with a 23% increase in cost, resulting in a total of a 60% increase in ROAS . 

Google Ads Performance Max Case Study— Overall Results 

In addition to the two hyper-specific case studies above, we also looked at our overall data.

We looked at advertisers where Performance Max spend was greater than 1k combined and greater than 25% of their total Shopping budget. 

During Q1 of 2022, advertisers that were on Smart Shopping and who opted into Performance Max saw the following improvements in their campaign with Performance Max compared to Smart Shopping: 

• Average of 19% CPA improvement
• Average of 227% revenue increase
• Average ROAS improvement by 84% 

The best results we saw consistently were when two criteria were met:

• The total shopping and Performance Max budget was over 1k per month
• Over 25% of the budget was allocated to Performance Max campaigns 

How Disruptive Advertising Can Help with Your Performance Max Campaigns 

Many brands have no idea where to get started with it comes to Performance Max campaigns, but we can help. The time to migrate is now if you haven’t already— there’s no time to wait.

As early beta testers, we’ve learned a great deal about how to leverage Performance Max campaigns for our clients to help them see more results at a lower cost than ever before.

We’ve got the experience you need to get you started, and as a top-rated Google Ads agency with full-funnel ad services (including creative design, landing page creation, email services, and more), we won’t just get you clicks— we’ll get you results. Ready to increase your conversions, lower your CPA, and send your ROAS skyrocketing? We’ve helped other clients do exactly that, and we’re ready to help you. Get in touch for a free consultation here .

Analytics •

Digital Marketing Metrics •

Google Ads •

Marketing •

Paid Search •

Third-Party Cookies

Leave a comment

Featured posts.

Disruptive Advertising Named One of UV50’s Fastest Growing Companies For the Fifth Year in a Row

How Seth Hymes Turns Broke College Students into Successful Digital Marketers with No Prior Experience

Cost of Instagram Ads in 2022: The Ultimate Guide

Paid Search Success Story

Google ads case study.

Interested in learning if Google Ads (formerly Adwords) is right for you? You’ve come to the right place!

Many of our Indianapolis web design clients have tried Google Ads before, without much success. As a Google Partner Agency, BoxCrush works closely with you, and with Google, to make sure your Google Ads account delivers.

BoxCrush has designed and executed Google Ads campaigns for a variety of clients, including industrial suppliers, national employers, and local retail chains. For every client, we identify meaningful conversion actions and focus our efforts on bringing in qualified traffic to drive those conversions. 

Case Study:  Local Retail Chain Increasing Online Presence

Case Study:  National Employer Recruiting Campaign  

Background:

An industrial client (name withheld to protect data) had been internally managing an AdWords pay-per-click advertising account for over a year. They were early adopters of the AdWords program in their industry and had experienced success with their advertising.

Their competition began advertising on AdWords in increasing volume, and our client’s on-page ad positions began decreasing. With higher competition for key search phrases, our client’s account was becoming far more expensive and providing a poor return on their investment.

Prior to BoxCrush managing the client’s AdWords account, Ad impressions were high, but the number of clicks was low. Many people were seeing the ads, but few people were clicking on them. (The blue line represents the number of impressions – or views of the Ads – and the red line represents clicks on those ads).

BoxCrush rebuilt the customer's AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics. BoxCrush built Ad Groups within each campaign and created ads targeting audiences within each group. As a result, Ad engagement began increasing, which lowered the cost-per-click for the client’s Ads.

How We Did It:

The client’s premiere product had its own campaign from the beginning, but it was time to refine the campaign and improve its CTR. 

The more relevant an Ad is to a user’s search, the more likely that user is to click-through. For example, when a user searches for “Widgets Price,” they will most likely click on an Ad with the title “Widgets Price.” When a user searches for specific widgets, the “Widgets Price” Ad may not be as appealing because it isn’t exactly what the user is looking for.

We took our client’s “Widgets” campaign and expanded it from three Ad groups to six. By making the Ads relate more to specific keywords, the click-through rates started improving immediately. 

Targeted Ad groups, focusing on particular aspects of this company’s widgets, provided a much higher CTR. As the CTR improved, Google rewarded our client by lowering the CPC.

In comparing the first month of running the six ad groups to the month before, the CTR increased from 2.41% to 3.89%, and the CPC decreased from $2.24 to $2.17.

Refining over time

The original campaigns and Ad groups have evolved over time. Our client still enjoys a meaningful return on investment on both their Google Ad spend and their Microsoft Ads spend (reaching Bing users). Today, their average search campaign CTR is 4.47%, and the average CPC is $2.21. Our client also uses Google Ads conversion tracking to determine how many form fills and phone calls their Ads are generating.

For the past nine years, we have managed this client’s account and continued to provide value. We continuously work to refine strategies to support the client’s AdWords goals. 

Interested in learning more? Read the short addendum below!

Measuring Success The AdWords Way

In AdWords, there are several metrics by which to measure a campaign’s success:

CTR – An Ad’s click-through rate, or the number of times an Ad is clicked on in relation to the number of times that Ad is shown to a user (remember, those views are called impressions). 

CPC – Cost per click, which is the actual cost a business incurs each time a user clicks on an Ad. Google rewards well-written ads that are clicked frequently, regardless of the budget of the advertiser. The better the CTR, the lower the CPC. 

Here’s a comparison of a client’s campaign performance during the first month we began managing their Ads, to the same period three years later: 

We were able to improve the ads to target a more relevant audience, which actually lowered the number of times the Ads were seen. Even with 11% fewer impressions, the AdWords campaign resulted in 20% more clicks and 49% more site visits, at a CPC 36% lower than it was when BoxCrush started managing the account. 

In the following graphic, the blue line is the average CPC, and the red line is the number of clicks for this particular client. As clicks increase, the CPC decreases. The lower the CPC, the more clicks a client is able to get each day with its daily set budget.

As a  Google Ads Certified Partner , BoxCrush blends the principles of traditional advertising with Google’s targeting capabilities to deliver only the most relevant messages to specific audiences. Interested in increasing the traffic to your website, or improving your Google Ads return-on-investment (ROI)?  Contact BoxCrush today . We can’t wait to meet you!

3800% Return on Investment for Wild Audience

How we sky rocketed Wild Audience’s conversions through a PPC re-marketing strategy.

The client, and the challenge

Wild audience are a SAAS platform offering a platform for email marketing. They describe themselves as “ ActiveCampaign for European companies with extra benefits” and pride themselves on their strong internal philosophy and company culture. They came to us after a few bad experiences with PPC, and were more than ready to finally see it drive some results!

As with many SAAS products, we knew our strategy would need to be long term, impulse purchases are a rarity for products like these, so customer touch points were our focus from the get go.

We ran a carefully executed re-marketing campaign through Google Ads to turn those first touch points into conversions.

How we did it?

Through a series of highly targeted re-marketing  campaigns, we were able to re engage with website visitors and purchasers on a granular level, ensuring that our ads were relevant with what the potential customers of our campaign were interested in on site.

This approach allowed us to offer the right product or service, at the right time. This combined with our bespoke designed creatives provided the trust factor needed to persuade buyers on the fence to commit and purchase the high value products our client offered.

We targeted audiences through a multi funnel strategy using Google Search Network, Google Display Network and Youtube advertising.

Walk through of the results

See more of our case studies.

Reactive PR in the finance industry for admirals

Reactive and the finance industry are a match made in heaven. With the clients expert insights, journalists from being able to secure expert commentary within their article. Here's how we took advantage of that opportunity for Admirals.

Survey campaigns for Holded secure top tier coverage in Spain

With a goal to generate quality backlinks, obtain media coverage, and increasing client visibility., we launched two campaigns on entrepreneurship and digitalisation of SMEs in Spain, using surveys to gather data. The results included 29 pieces of content in national, regional, and specialised media, brand mentions, and 21 backlinks with an average Domain Rating of 60 and coverage in prestigious media like El Mundo, Emprendedores, and Marketing Directo. 

FOLCBD: Boosting Keyword Rank, Traffic & Visibility

Through a tailored strategy involving technical audits, content analysis, competitor insights, and meticulous keyword research, we propelled FOLCBD.com to the forefront of the fiercely competitive CBD industry. Witness the power of our data-driven approach as their brand flourished amidst the digital landscape.

Grab yourself a coffee, let’s have a chat.

Fill in your details and one of the team will get back to you.

If you prefer to book a call direct, then use the link below ⬇️

Google AdWords: The Art of Scrum && Quintuple-Constraint

In rugby, a “scrum” is a means of restarting play after a minor infringement. It involves up to eight players from each team, known as the “pack,” or “forward pack,” self-organizing together in three rows and interlocking with the free opposing team’s forwards to gain possession of the ball.

 As a graduate-student at The George Washington University – School of Business in pursuit of a Master of Science in Information Systems Technology, I recently published a case-study on Google AdWords .  I’ve developed a newfound respect for Agile methodologies, more specifically Scrum .  I recall encountering a work by Jeff Sutherland  predicting that academics will study business-management science within the context of pre/post-Scrum, as a watershed moment in history. My case-study was produced for  Dr. Elias Carayannis , professor of Information Systems Technology Project Management  and author of The Story of Managing Projects: An Interdisciplinary Approach; he originated the “Quintuple Constraint,” broached during one of his lectures at GWU circa 2005, galvanized by the research presented herein- please find the abstract and introduction below, in addition to the entire publication via Scribd and the corresponding presentation hosted with  Google Slides.    Project management  is along the critical path to progress into the next century.

The Art of Scrum && Quintuple Constraint | Introducing Scrum to Google AdWords |  Abstract: Google is especially proud of maintaining a unique, quirky start-up culture in spite of becoming one of the most powerful companies in the history of capitalism.  Roughly 90% of Google’s business is driven by AdWords (GADW) , a subsidiary offering advertising services and analytics as a platform.  Although their ubiquitous core-business of Search facilitates 3.5 billion queries per day , Google is celebrated for much more- from Google X and Google Ventures to Nest Labs and DeepMind.  Evidently, Google devised a process for exceptional product development while maintaining the culture of a quirky-startup.  Contrary to popular belief, AdWords, Google’s bread-and-butter business, submit to the liberating-shackles of process and procedure afforded by Agile project management methodologies, more specifically with “Scrum,” only eight years after incorporation.  This paper will cooperatively examine GADW’s adoption of Scrum and affiliated stakeholder guidance to preserve strategy, structure and execution governed by cost, scope, time, quality and reliability-the “quintuple constraint” of contemporary project management .  Sun-Tzu said, “Every battle is won before it is ever fought,” which was recently substantiated by a study concluding that “alpha” managers (in the statistical construct, not in psychology) spend more time in the phase of planning than actual execution(Appendix:9.1.1).  Google commissioned Agile pioneer Mark Striebeck to experiment.  Although Striebeck’s administration wasn’t a categorical success, it was anything but a failure, as Google continues to outperform market expectations to this day, boasting a $5.1B stock buy-back in 3Q15.

The classical principles and standards of “waterfall” project management are simply not conducive to the iterative nature of software development.  Writing software, isn’t all too far from like writing this study-many drafts or iterations were produced before the final release, or publication in this case.  Borrowing a concept from programming, these productions aren’t a “linear sequence,” or a “plug ‘n chug” of operations- if it were, waterfall management could and should be applied, which is to say classical project management will endure as an alternative to Agile frameworks, like eXtreme , LEAN , Feature-Driven Development (FDD) and in this case, Scrum .  Agile methodologies gradually garnered industry acclaim shortly after Google’s embrace.  Tech projects, let alone the state-of-the art, are born mired in risk and uncertainty- dynamic and ever-changing, an iterative framework like Scrum, enables workgroups to prioritize objectives in a series dynamic of workflows, allowing change by discovery or upon request, committing to subset features ideally delivered in each two to four week iteration, known as a sprint .  As the Chief Product Owner at Yahoo observed, “[Scrum] is the only software-development process that has demonstrated linear-[scalability] when adding resources to large projects.”  According to industry research, virtually every project manager ever studied encountered unpredictable changes and none of the projects were completed exactly as planned.”  Traditional project management, or any managerial rigidity whatsoever, was intentionally devoid in the early days of Google- in fact, the company prides itself with the overall mindset of maintaining as little to no management standards as possible.  Reiterating the criticality of AdWords as a core business segment, 95% of Google’s aggregate revenue was driven by Google AdWords (GADW) at the time concerning the subject case.  In 2005, just eight years after incorporation, the growing complexity of the AdWords application systemically outgrew relaxed product management standards, missing deadlines due to operational inefficiencies.  Though unconventional, Google corporate strategists, including the original founders, had some sense of basic strategy, structure and execution.  Necessitated by the aforementioned and increasing concerns, Google executives engaged now industry-expert and pioneer of Agile Scrum , Mark Striebeck, for process and structural retrenchment; he was commissioned to accomplish the following objectives:  

• Scrum project management experimentation for two project-ready GADW applications.
• Debrief and evaluation of Scrum administration, and any adjustments thereof.
• Implementation, including any variations for the greater good of Google, company-wide, as the bonafide deliverable.

Strategic objectives coincidentally required project management, as the actual project , to ensure the long-term viability of GADW business segment in conjunction with their core-competency of Search, to guarantee effective execution with quality and reliability efficiency standards.  Contemporary project management accounts not only the “triple-constraint” of cost, scope and reliability constituting traditional “waterfall management” but additive are quality and reliability, comprising the “quintuple constraint.”  Apropos, a stakeholder map identifies related interests directly and indirectly involved with any project undertaking for strategic intercourse; in this case, from the upstream- corporate strategists, business-segment managers and the actual software engineers (Google’s guinea-pigs for the Scrum experiment)-and downstream- to ancillary interests- including business-to-business customers, all risked adverse impact triggered by protracted application release cycles, or even system outages.  A comprehensive stakeholder survey will identify all Google affiliates and interests imperative to the GADW Scrum project on front-end applications, to reveal the constituents of the quintuple constraint governed by corporate strategy, structure and execution.

Google AdWords: The Art of Scrum && Quintuple-Constraint

Post navigation

  1 comment for “ google adwords: the art of scrum && quintuple-constraint ”.

• Pingback: A World Lit Only by Code | alex singleton

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

eCommerce and the Effects of Technology on Taxation pp 285–297 Cite as

Case Study: Google AdWords

• Anne Michèle Bardopoulos 4  

1392 Accesses

Part of the book series: Law, Governance and Technology Series ((LGTS,volume 22))

A Google office located in, for example, Ireland, provides ‘AdWords’ programming services for eRetailers located in, for example, New Zealand.

To determine location of ‘central management and control’, requisites established by the De Beers case (De Beers Consolidated Mines Ltd v Howe (Surveyor of Taxes) (1906) AC 455 [UK]. The De Beers case was discussed in 9.2.2 ., Part III of this paper [p92]) may be applied to Google. The USA applies place of incorporation to determine residence of a company, deeming Google Ireland propter hoc a USA resident company. As Google is a global company, residence of shareholders would presumably be in multiple jurisdictions.

With the amelioration of technology business operations are carried on in multiple jurisdictions through and within the virtual world. Google’s operations are globally extensive making it difficult to restrict its ‘economic nexus’ to a single jurisdiction. Minute books are reduced to mere record keeping and no longer serve as evidence of a meeting’s location. In terms of ‘permanent establishment’, programmers may be physically located anywhere in the world and may carry out income earning activities within Second Life for, exempli gratia, Google Ireland. The OECD issued commentary that the location of the ISP may constitute a ‘permanent establishment’. However, through ‘load shedding’ Google servers may be located in numerous jurisdictions.

The sustained inconstancy of facts reflecting the unstoppable amelioration of technology precipitates increasing difficulty in the determining of ‘residence’ and ‘source’.

• Virtual World
• Central Management
• Business Operation
• Taxable Expense
• Taxable Activity

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This is a preview of subscription content, log in via an institution .

Buying options

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info
• Durable hardcover edition

Tax calculation will be finalised at checkout

Purchases are for personal use only

Google’s offices span over six continents. “[C]orporate headquarters, fondly nicknamed the Googleplex, is located in Mountain View, California. Today it’s one of [Google’s] many offices around the globe. ”

[Google The Google Culture Available at http://www.google.com/corporate/culture.html [Accessed 19/01/2011]] .

The following extract is from Google’s explanation as to what a Google AdWord is:

AdWords ads are displayed along with search results when someone searches Google using one of your keywords. Ads appear under ‘Sponsored links’ in the side column of a search page, and may also appear in additional positions above the free search results. That way, you’ll be advertising to an audience that’s already interested in your business. You can also choose to display your ads on Display Network sites in the growing Google Network. And, you can choose the exact Display Network placements where you’d like your ad to appear, or you can let contextual targeting match your keywords to content. You can choose from a variety of ad formats, including text, image, and video ads, and easily track your ad performance using the reports available in your account. There’s no minimum monthly charge with AdWords – just a nominal activation fee. Learn more about the cost of advertising with Google AdWords. Alternatively, you can watch this short, online course now and get step-by-step instructions on how to create an AdWords account…

Google What is Google AdWords? Available at http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6084 [Accessed 19/01/2010].

op cit OECD Taxation and Electronic Commerce, Implementing the Ottawa Taxation Framework Conditions ( 2001 ), France p146.

De Beers Consolidated Mines Ltd v Howe (Surveyor of Taxes) (1906) AC 455 [UK]. The De Beers case was discussed in 9.2.2 ., Part III of this paper [p92].

De Beers Consolidated Mines Ltd v Howe (Surveyor of Taxes) (1906) AC 455 [UK].

Refer to 12.1 ., Part IV of this paper [p115].

op cit Pinto, Dale E-Commerce and Source-Based Income Taxation ( 2003 ), Netherlands, p48.

Op cit Pinto, p48.

Article 44 of the EU VAT Directive 2006/112/EC.

‘Taxable person’, as defined under Article 9 of the EU VAT Directive 2006/112/EC, is “ any person who independently, carries out in any place any economic activity, whatever the purpose or results of that activity ”.

Article 45 of the EU VAT Directive 2006/112/EC.

loc cit Terra, Ben and Kajus, Julie Guide to EU VAT Directives – Volume 1 , Amsterdam, p510.

Article 59(k) of the EU VAT Directive: “[ t]he place of supply of [‘electronically supplied services, in particular those referred to in Annex II…’] to a non-taxable person who is established or has his permanent address or usually resides outside the Community, shall be the place where that person is established, has his permanent address or usually resides…” .

Article 58 of the EU VAT Directive 2008/8/EC.

Section 6(1)(a) of the NZ GST Act, No. 141 of 1985 (as amended).

Section 8(1) of the NZ GST Act, No. 141 of 1985 (as amended).

Section 8(2) of the NZ GST Act, No. 141 of 1985 (as amended).

Definition of ‘ resident’ as defined in Section 2 of the NZ GST Act, No. 141 of 1985 (as amended).

op cit New Zealand Goods and Services Tax Legislation 2010 (Edition 24), New Zealand, p18.

Reverse Charge Mechanism: “ a person who receives imported services is required to self-assess GST on the value of those services” provided that “the services are supplied by a non-resident to a resident [and that] the supply of those services, if made in New Zealand by a registered person in the course or furtherance of a taxable activity, would be a taxable supply ”.

[op cit New Zealand Goods and Services Tax Legislation 2010 (Edition 24), p18] .

op cit McKenzie, Alastair. GST – A Practical Guide (Edition 8) ( 2008 ), New Zealand, p111.

Section 1 of the SA VAT Act, No. 89 of 1991 (as amended).

Bibliography

Primary sources.

Google Scholar  

European Union VAT Directive 2006/112/EC.

European Union VAT Council Directive 2008/8/EC.

New Zealand Goods and Services Tax Act, No. 141 of 1985 (as amended).

New Zealand. Goods and services tax legislation 2010 (Edition 24), Auckland: CCH A Wolters Kluwer Business.

South Africa Value-Added Tax Act, No. 89 of 1991 (as amended).

Secondary Sources

Google. The Google culture. Available at http://www.google.com/corporate/culture.html . Accessed 19 Jan 2011.

Google. What is Google AdWords? Available at http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6084 . Accessed 19 Jan 2010.

McKenzie, Alastair. 2008, August. GST – A practical guide (Edition 8). Auckland: CCH New Zealand Limited, A Wolters Kluwer Business.

New Zealand. 2010. Goods and services tax Legislation 2010 (Edition 24). Auckland: CCH A Wolters Kluwer Business.

OECD. 2001. Taxation and electronic commerce, implementing the Ottawa taxation framework conditions . Paris: OECD Publications.

Picture of a Google Server. Available at http://www.destination360.com/google/google-server . Accessed 20 Jan 2011.

Picture of Google’s headquarter offices in California, USA. Available at http://blogs.sfweekly.com/thesnitch/2010/08/google_protest_net_neutrality.php . Accessed 20 Jan 2011.

Pinto, Dale. 2003. E-Commerce and source-based income taxation . Amsterdam: IBFD Publications.

Terra, Ben and Julie Kajus. 2010. A guide to the European VAT directives, Introduction to European VAT 2010 , vol 1. Amsterdam: IBFD Publishers.

Download references

Author information

Authors and affiliations.

University of Cape Town, Western Cape, South Africa

Anne Michèle Bardopoulos

You can also search for this author in PubMed   Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this chapter

Cite this chapter.

Bardopoulos, A.M. (2015). Case Study: Google AdWords. In: eCommerce and the Effects of Technology on Taxation. Law, Governance and Technology Series, vol 22. Springer, Cham. https://doi.org/10.1007/978-3-319-15449-7_22

Download citation

DOI : https://doi.org/10.1007/978-3-319-15449-7_22

Publisher Name : Springer, Cham

Print ISBN : 978-3-319-15448-0

Online ISBN : 978-3-319-15449-7

eBook Packages : Humanities, Social Sciences and Law Law and Criminology (R0)

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

• Deutschland
• Asia, Australia & New Zealand
• Europe, Middle East & Africa
• United States & Canada
• Latinoamérica

Learn how other brands have approached common marketing challenges.

Share this page

More case studies, you're visiting our united states & canada website..

Based on your location, we recommend you check out this version of the page instead:

[Google Ads Case Study] How to Increase Revenue & Decrease Cost at the Same Time

You’ve probably heard the following quote attributed to John Wanamaker:

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

While that may have been true for John, that doesn’t have to be the case anymore.  When Google Ads campaigns are set up correctly, it’s possible to see exactly which ads are wasting money and which are driving the best ROI, especially for e-commerce businesses.

The problem is that many businesses run ads without Google Ads set up correctly.  And when that’s the case, I can safely guarantee a large percentage of the ad budget is being wasted.

Today, I’m sharing a case study from a couple of years ago because it’s a classic example of what happens with, versus without, Google Ads conversion tracking. The difference is quite remarkable.

The Background

We started working with an e-commerce business in the scaffolding industry.  This business was already advertising with Google Ads and they came to us for help because they were not happy with their results to date.

When we reviewed their account, we immediately saw a problem.  They had installed basic conversion tracking so they knew the number of sales each month from Google Ads, but they didn’t know the actual revenue from those sales!

In other words, they were trying to optimize the ads as if every sale was worth the same amount for their business.  Now, that would be OK if all of their products were the same price, but their products ranged from a hundred dollars to thousands of dollars.  That’s a big difference when it comes to calculating your ROI from Google Ads.

Understandably, our client was not sure about how to improve performance because of the lack of proper conversion tracking data .  And that led to inaction and incorrect action…

The One Small Change That Led To Big Improvements

Let’s take a look at the graph of Cost versus Total Conversion Value from the months before we took over the accounts versus when we started managing the ads with proper tracking .

As you can see, our client did not have revenue tracking before we started working together so they were forced to treat all conversions equally.   Then, you see the red line shoots up because we installed revenue tracking .

Look closely at what happened after that.  I told you it would be remarkable :)

The month before we started managing the account, our client spent $11,016 and generated $48,535 in revenue in 1 month.

Then, you see the red line steadily climbs from $48,535 up to $87,628 in September.  That’s an increase of 81%!

But that’s not all…

Look at the blue line, which represents the cost of Google Ads.  You see that line steadily decreases to $8,100.  That’s a decrease of 36% in ad costs that generated 81% more revenue!

You might want to read that again so it sinks in :)

Our client generated 81% more revenue from their ad campaigns by spending 36% less.  Sorry, not sorry, Google!

What Was the Secret to These Results?

Here’s the best part of this case study.  At this point, you’re probably thinking that we did some complex multi-variate split testing, along with sophisticated bid optimization algorithms…

Sure, we did all the ad management best practices and that contributed to the overall success. But the real secret to this account’s success was so simple I’m almost embarrassed to admit it.

The big improvements were made by turning off “losing” campaigns and investing more money into the “winning” campaigns.

That’s it.  That’s the secret to optimizing Google Ads campaigns.

Forget what John Wanamaker said because that quote is no longer valid in our world today.  If you’re wasting half of your budget, then you absolutely can determine which half by installing proper conversion tracking.

Once you do, and you know exactly which keywords and ads are driving leads and sales, then the rest is fairly simple to maximize your return on investment.

Want Help with Google Ads?

Click here to request a quote for Google Ads services

Want More Online Marketing Tips?

Join 30,000+ other business owners, marketing managers, and consultants who subscribe to our free “Main Street Marketing Tips” email newsletter.

Share This Story, Choose Your Platform!

Related posts.

Getting Started with Google Ads: How to Determine Your Test Budget

10 Google Ads Challenges for Small Businesses and How to Overcome Them

How Buying a Puppy Is a Lot Like Launching Google Ads

4 Steps to Create Your Digital Marketing Plan for 2024

Why Many Businesses LOSE Money With Google Ads

Google Ads Case Study Template

Impress prospects with our results-driven Google Ads Case Study Template – showcase relevant client wins and secure new accounts.

About this template

Demonstrate your performance marketing expertise with our interactive Google Ads Case Study Template. Designed for clarity and impact, this template enables your team to present well-structured, data-driven, and persuasive case studies showcasing the success of your previous campaigns.

Our template highlights the outcomes of your Google Ads services, including improved visibility, increased traffic, and better ROI, ultimately winning over clients and driving campaign success.

What's included?

• Executive summary
• Scope of work
• Call to action

About the author

Brendan Connaughton | Head of Growth Marketing

Brendan heads up growth marketing and demand generation at Qwilr, overseeing performance marketing, SEO, and lifecycle initiatives. Brendan has been instrumental in developing go-to-market functions for a number of high-growth startups and challenger brands.

What is a Google Ads Case Study?

A Google Ads case study serves as a powerful tool for agencies to showcase their successful PPC campaigns and impress prospects or existing clients. It is a detailed document that highlights the strategies, execution, and results of a company's Google Ads campaigns, with the primary objective of persuading prospective clients to choose the company for their advertising needs.

Often Google Ads case studies can be used as submissions to agency competitions, for example, Google's own Partner Honour programs and others like SEMRush's awards. These programs help agencies demonstrate their proficiency and market themselves.

When should you use a Google Ads case study?

The role of a Google Ads case study should be to help build your credibility with potential clients, highlight the effectiveness of your Google Ads services, and, most importantly, secure new clients on retainer.

Whether you're a PPC agency, freelancer, or expert consultant, strong Google Ads case studies can help you better demonstrate the value of your services, showcase why you're the best choice for their ads management, and illustrate how you have previously driven revenue for other relevant clients.

Why use our Google Ads case study template?

This Google Ads case study template helps you effectively showcase the success of your PPC campaigns and demonstrate the value of your services to potential clients.

We've made it easy for you to tell your story. Our Google AdWords case study template allows you to:

• Highlight key performance indicators and results
• Easily embed images, data tables, charts, and more
• 100% match your brand for a cohesive experience

As for your potential clients, they'll be able to:

• Gain insights into your successful campaigns
• Understand the strategies and tactics behind your Google Ads approach

How to use this template

Using our Google Ads case study template is as easy as preparing a file in Google Docs — but ultimately means you have a case study that's more interactive, engaging, and compelling for your prospects. You can do it all in minutes:

• Build an interactive and mobile-friendly Google Ads case study
• Collaborate with your internal stakeholders and client decision-makers
• Monitor your prospects' engagement and time spent on the document
• Highlight the key aspects of your successful PPC campaigns
• Explain your strategies, results, and approach
• Dive into the details of your Google Ads tactics, from ad copy to ad groups and account structure
• Empower your sales team to drive conversations instead of uni-directional monologues
• Focus on results and benefits, not bland jargon
• Embed supportive materials in any format, so prospects can access it from the case study
• Keep your information-sharing procedure secure and compliant

A tool packed with features

Brand control.

Establish your brand settings once and automatically apply to every piece of collateral.

Collect payments instantly from customers with Stripe or direct to your own payment system.

Security & GDPR

Add security features like password protection and link expiry to protect sensitive content.

Embedded content

Add Calendly links, videos, surveys, Looms, GIFs and more to every page.

E-signature

Get deals signed on the spot with built-in e-signing ability.

Asset library

Create a library of reusable content for sales reps.

ROI calculator

Showcase your value with an interactive ROI calculator embedded in your Qwilr pages.

Team management

Set up permissions so your team accesses only what they need.

Interactive pricing

Empower buyers with interactive pricing plans and quotes.

Templates for every use case

Explore templates for sales, marketing, customer success, sales enablement and more.

• All templates
• Sales process
• Customer success
• Online brochure
• Sales proposal

Frequently asked questions

How do i write a google ads case study.

• To write a Google Ads case study, begin by outlining the key aspects of the campaign, such as objectives, strategies, and results.
• Next, provide a brief background on the client and their industry.
• Describe the challenges they faced and how your services addressed these issues.
• Highlight the specific tactics used, including ad copy, targeting, and bidding strategies.
• Showcase the measurable results, such as increased traffic, conversions, or ROI.
• Finally, conclude with the key takeaways and the value your services provided to the client.

What is the best way to create a Google Ads case study?

The best way to create a Google Ads case study is by using a professionally designed and customizable template, like the one offered by Qwilr.

This user-friendly template allows you to easily embed images, charts, and data while maintaining a cohesive brand experience. It also enables seamless collaboration and provides valuable insights into your prospects' engagement with the case study, ultimately helping you showcase your expertise and win over new clients.

What questions should I ask a client to inform the case study?

When preparing a case study, ask your client about their initial goals, challenges faced, and expectations from the Google Ads campaign.

• Inquire about any specific strategies or tactics that were most effective and why.
• Request access to relevant data and metrics that demonstrate the success of the campaign, such as clicks, impressions, conversions, and ROI.
• Ask for a testimonial or quote highlighting their satisfaction with your services and the impact it had on their business.

SOCA Google AdWords Case Study

Google ad campaigns make up a large part of what it means to do business in a digital space. Ads on Google are a cost-effective way to get your small business’s product or service in front of your target audience.    However, many small businesses struggle to find sustainable success from ad campaigns and end up wasting money while they try to figure out the nuances of Google. This can be extremely frustrating as you try to attract more eyes to your quality products and services.  Legend Web Works helps businesses circumvent this issue by lending our expert knowledge to assist your ad campaigns.   In today’s case study, we will look at two paid ads Legend Web Works recently created and managed for the Southern Ohio Chamber Alliance (SOCA).   As a small employer health care alliance authorized by the Ohio Revised Code, SOCA negotiates benefits for Chambers of Commerce so that their members can offer much-needed benefits to their Chamber members.   Keep reading to learn more about how Legend Web Works runs a successful ad campaign - some of the problems we faced, solutions we discovered, and the results of the campaign.  

PartnerShip Google AdWords Campaign 

PartnerShip is a SOCA benefit that gives small businesses exclusive FedEx discounts for their business. These benefits apply to shipping costs both domestically and internationally and are automatically applied to SOCA members’ shipments.  

Advertising Plan 

PartnerShip offers great benefits to SOCA’s members, and they wanted to get the word out. We needed to select times and dates when their ideal audience was most likely to be online. 

When: We created an ad that was to run from May 15th to June 15th Sunday through Saturday from 6 AM to 8 PM.  Audience: SOCA’s main audience was small business owners. We chose these time windows because business owners were likely outside of working hours and active on Google.    Google AdWords Goal: SOCA’s goal for this campaign was to receive the maximum number of inquiries for this benefit. Inquiries would be measured by submitted contact forms and phone calls.  

Google AdWords Demographics: 

Going into this campaign, the SOCA had anticipated that an older demographic would be reached, likely people aged 45 and up. The client was shocked by the final result! The campaign was more effective with a younger crowd, men and women 25-34. This ad proved to be a big success with this younger demographic, and while it still reached an older audience, the younger crowd proved to be the most relevant demographic.   AdWords Campaign Problem: Legend Web Works always monitors our ad campaigns after launch to look for signs of problems and search for solutions. In this case, an issue arose due to the cross-over between FedEx and PartnerShip. Because PartnerShip is associated with FedEx, SOCA was receiving phone calls regarding missing packages that had nothing to do with the benefit being offered.   AdWords Campaign Solution: If every ad has a problem, then every problem has a solution. In this case, the solution to our problem was to remove SOCA’s phone number from the ad to reduce the amount of spam that was coming in. Instead, we directed readers to SOCA’s PartnerShip page to read more about what the chamber could offer them instead.  

Google Ad Final Results: 

Below are the final results, with brief explanations of each stat.   May 15th - June 15th Metrics:  

• Clicks - the number of distinct individuals that clicked on the ad or followed the link.
• Impressions - the total number of people who saw this ad. 
• Average cost per click (CPC) - how much money SOCA spent, on average, for one individual to click on the ad.  

Dolr Google AdWords Campaign 

Dolr is a SOCA benefit that is designed to provide resources to small businesses to help their employees pay back their student debt. They provide education and resources (like debt calculators) to help individuals discover new sources of money to help combat student loans.  

Dolr is one of the best ways for individuals to pay back their student loans. Because of that, businesses who offer Dolr as a benefit of employment are more capable of attracting and retaining top talent. SOCA wanted to get the word out about this fantastic benefit and the Legend Web Works team went to work selecting the ideal conditions for a Google ad.   When: Our team created an ad that ran from May 15 to June 15 on Sunday through Saturday from 12 AM to 12 PM.   Note: SOCA's main audience is small businesses, so we wanted to run this ad when we were sure the target audience would see it. This would typically be outside of normal business hours when the owners are not busy running their business.   Google AdWords Goal: Our goal in this campaign was to maximize inquiries on this benefit and get viewers to fill out SOCA’s contact form.  

Google AdWords Demographic: This ad campaign reached a wide audience, but the key demographic reached was women aged 35-54. Going into the process, we had anticipated both men and women aged 25-34 would be targeted. In the end the right demographic was reached, which contributed to the success of this Google AdWords campaign.   AdWords Campaign Problem: The problem we faced with this ad is that we were seeing a ton of traffic to the target page for our ad, but we were not seeing as many inquiries as we wanted. Our team took a deep dive into what users see and experience when they click in the ad.   AdWords Campaign Solution: Initially, our team directed traffic straight to Dolr's site. However, since this is where the traffic was dropping off, we recognized this as an area of opportunity. As a solution, we chose a different landing page to address this issue. We added a phone number and edited the original ad to ensure that the traffic was going directly to a SOCA landing page, rather than Dolr. This helped our team to more accurately follow user experience and led to an increase in traffic to SOCA’s contact form.  

Below are the final results of the campaign.  

May 15th – June 15th Metrics 

• 611 clicks 
• 29.7k impressions 
• $0.83 average CPC 

Legend Web Works Helps Your Business Advertise Online 

Advertising online can be a big challenge for businesses. However, when you have a dedicated team of knowledgeable professionals, obstacles turn into victory laps.   At Legend Web Works, we understand how important it is to get your business’s name out there. But you can find success with proven paid advertising methods that attract new customers to your business and sell your products and services.   In this case study, we showcased two Google ad campaigns where we helped our client SOCA find online success for their benefit. We can help your business too. Read our other case studies to see how Legend Web Works can help your business!  Click here to reach out to Legend Web Works and learn more about what we can do to enhance or start your Google ad campaigns!  Follow Legend Web Works on Facebook , Instagram , and LinkedIn !  Happy with the difference Legend Web Works has made for your business? Leave us a five-star review here!