PARTNER
US Fabrics
INDUSTRY
Geotextiles
SOLUTIONS PROVIDED
CLIENT
USFabrics
INDUSTRY
Geotextiles
SOLUTIONS PROVIDED
Paid Search Audit
Google Ads
Digital Marketing Strategy
The Outcome – Quarter over Quarter Change
Click-through rate up over
43%
Cost per conversion down over
58%
Conversions up almost
114%
Cost per click down nearly
29%
Achieved with an
11%
lower spend amount
The Challenge
US Fabrics, a national B2B geosynthetics products company specializing in geotextiles, geogrids, and geomembranes for the construction industry, was struggling to stay ahead of the constant changes in Google Ads. It needed a partner to pivot its digital advertising strategy in Google PPC (pay-per-click advertising) management from a manual process to proactive account optimization that leveraged automation options in Google Ads, in addition to actively optimizing keyword management and improving click-through and conversion rates. It turned to the SEO and SEM (search engine marketing) experts at HyperDrive to help with paid search marketing, drive leads, and improve its ROAS (Return on Ad Spend).
The Approach
HyperDrive conducted a comprehensive paid search audit of the US Fabrics Search Marketing ecosystem and Google Ads account to identify opportunities for improvement and strategic leverage. The roadmap focused on identifying opportunities to increase lead generation and leverage Google Ads tools to enhance ad performance and improve the ROAS.
The new strategy included:
- Implementing a robust conversion tracking with Google Analytics 4 (GA4) and Google Tag Manager. This critical step enabled HyperDrive to accurately measure website actions, such as form submissions, app installs, or relevant content downloads, that indicated a qualified lead, providing clear data to drive future optimizations and improve overall Google Ad scores.
- Reviewing and refining keyword optimization to identify high-performing keyword testing approaches using exact and/or broad search marketing terms to drive better leads, as well as eliminate underperforming keywords to help spend the budget wisely.
- Expanding and optimizing ad groups to provide more relevant ad copy and tighter controls, directly improving ad campaign performance.
- Leveraging the proper bid management strategy to optimize bids in real-time, driving efficiency rather than overspending. This highly strategic process can be done as the account grows in performance, identifying the right time to transition from impressions to max clicks to ROAS-driven conversions.
- A/B testing and ad variation optimization that enabled continuous refinement of messaging, ensuring each ad campaign variation was maximally compelling and delivered the highest possible click-through rate (CTR) and conversion rate for US Fabrics.
Once the account optimizations were implemented, HyperDrive could begin measuring conversions and identifying search marketing keywords that were performing well. By eliminating those that were not, US Fabrics only paid for high-performing paid search keywords in Google Search Ads and Microsoft Bing. US Fabrics is generating higher-quality leads, experiencing a higher click-through rate, and achieving conversions at a lower cost. Today, using A/B testing with max conversions, we are seeing nearly a 50% increase in leads with the same budget.
Ready to transform your B2B Paid Search Performance? Talk to our team today to learn more about a paid search audit and discover how your business can generate more leads with the same budget.
The Result
Once the account optimizations were implemented, HyperDrive could begin measuring conversions and identifying search marketing keywords that were performing well. By eliminating those that were not, US Fabrics only paid for high-performing paid search keywords in Google Search Ads and Microsoft Bing. US Fabrics is generating higher-quality leads, experiencing a higher click-through rate, and achieving conversions at a lower cost. Today, using A/B testing with max conversions, we are seeing nearly a 50% increase in leads with the same budget.
Interested in Learning More?
Ready to transform your B2B Paid Search Performance? Talk to our team today to learn more about a paid search audit and discover how your business can generate more leads with the same budget.