This leading, family-owned Australian company has been a cornerstone in the commercial painting and maintenance sector since 1949, leveraging a national network of local branches to serve a diverse client base that includes Strata, Education, Commercial Property, and Healthcare industries. Its service portfolio extends beyond large-scale repainting to include specialized building maintenance solutions such as Floor Rejuvenation, non-structural Building Services, and Altitude Drone Washing for aerial maintenance.
The client required more efficient lead generation. Its campaign performance was not producing a measurable ROI, and high-cost keywords were not converting. A clear, data-driven approach was needed to improve conversions without increasing the budget.
I implemented a focused PPC campaign strategy. The actions were practical and based on measurable data.
Negative Keyword Exclusion
Action: Added a comprehensive list of negative keywords to the campaign.
Purpose: This action was fundamental to enhancing traffic quality. By telling the search engine not to show ads for irrelevant search terms (e.g., searches for "cheap DIY paint" when the company offers premium commercial services), the campaign minimized wasted ad spend and ensured that impressions and clicks came from users with genuine commercial intent.
High Cost-Per-Click (CPC) Keyword Pausing
Action: Paused keywords that showed a high Cost-Per-Click (CPC) but failed to deliver conversions (e.g., project inquiries or quote requests).
Single Keyword Ad Groups (SKAGs)
Action: Restructured the campaign into Single Keyword Ad Groups (SKAGs).
Purpose: SKAGs ensure that every ad group contains only one highly specific keyword (or a tightly clustered few) that is an exact match for the ad copy and landing page content. This dramatically increased Ad Relevance and Quality Score, which, in turn, typically results in lower CPCs and higher ad positions for the most valuable terms.
Geographic Budget Allocation
Action: Reallocated the majority of the budget to geographic areas that historically demonstrated the best performance (highest conversion rates, lowest cost-per-acquisition).
Purpose: This strategic move focused spending where the company had the highest probability of winning business. By concentrating resources on top-performing regions, we maximized the potential return on investment for the limited PPC budget.
Strategic YouTube Ad Deployment
Action: A small, controlled portion of the budget was dedicated to YouTube ads.
Purpose: Unlike the direct-response search campaigns, this was a longer-term, top-of-funnel play aimed at building brand awareness and visibility within the commercial and property management audience. This effort ensured the company remained top-of-mind before the target audience began an active search.
The approach delivered a significant, measurable increase in campaign performance. The data shows clear growth.
I delivered measurable growth and a higher conversion rate by implementing a transparent, data-driven PPC campaign.