Google Ads campaigns have the power to transform a business, and this case study is the perfect example. This is one of my favorite Google Ads case studies to share because the before-and-after is so stark. It proves that even the most expensive and competitive niches can be traversed with the right strategy.
Google Ads Case Study for Client in Expensive Niche
My client had been hitting several marketing methods hard: social media content, Facebook group posts, flyers, and more. She was ready for an advertising method that put her services directly in front of the people who were searching for those services. This was when I suggested Google Ads to her.
When my client and I started discussing Google Ads management, someone else was managing her ad campaigns. And I’m using the word “managing” very generously.
As we started talking, there were red flags that quickly emerged to me about the person managing her ads:
- He told her that he could only manage her account by having her username and password. This is untrue–everyone owns their own Google Ads account and has the ability to give someone manager-level access. It’s very important to maintain this ownership.
- She’d only received one click in six months. That one click cost her $0.06. This meant that her campaign was entirely ineffective and potentially not even running.
- He didn’t provide her with any routine reporting, and he was very condescending in the way he explained the campaigns to her. The best Google Ads managers are capable and willing to explain the data to their clients.
These red flags were disappointing to discover because as a fellow Google Ads manager, the work that we do is important. We’re spending other people’s money with the hope that we’ll grow their business, and that privilege shouldn’t be taken lightly.
This was our starting point– a strong desire for more inbound leads. Distrust in her Google Ads manager. And no data from her campaigns. I was excited to get to work for her.
Setting Client Expectations for Google Ads Search Campaigns in an Expensive Niche
In addition to these challenges my client had been facing with her former manager and within her own business, there were going to be challenges within the Google Ads sphere that we would be up against. Mainly, her niche is an expensive and competitive one: therapy.
After conducting some initial research, her cost per click was approximately $6-8 with an average 4-8 clicks needed to see a conversion. This meant that her budget needed to reach at least $30/day to make the campaign even worthwhile. She would also be competing against major corporations like BetterHelp with seemingly endless ad budgets. Additionally, she was limited geographically on where we could advertise because licensing varies by state.
These details weren’t meant to discourage my client, but rather to set her expectations for her estimated return on investment and our trajectory in working together. I was hopeful and confident that we could start bringing in leads for her, but I wasn’t going to sell her a dream.
The Importance of an Effective Google Ads Landing Page
For all of the challenges that we had, we also had a few big advantages:
- Her existing website and branding were stunning, complete with professional headshots of each of her employees.
- We were going to need a landing page created specifically for this ad campaign, and she already had a website designer who quickly created a striking and effective landing page that aligned with her existing design and branding.
- She already had an effective method for organizing and contacting leads as they came in from her website. We were able to replicate her existing contact form on the landing page for her to directly receive her leads.
The landing page for a Google Ads campaign is so important and plays a huge role in determining if a website visitor converts. Having a landing page that builds trust, has a clear contact form for conversions, and provides the user with the information they need is so important. It definitely contributed to the success of my client’s Google Ads campaign.
Google Ads Search Campaign Results for Lead Generation
Let’s get to the good stuff. What were the results of this Google Search campaign after I started managing it for my client?
We started seeing conversions the day we launched her campaign. After optimizing her campaign over a period of time thanks to the data we were receiving, she sees an average of 30 conversions per month with a cost per conversion of $28. Her cost per click is down to $5 with a click-thru rate of 8% and a conversion rate of 18%. She also has an average search impression share of 20% despite being up against major companies.
Not only is her campaign effective, it has radically transformed her business and enabled her to fill the schedules of her team. Her business is thriving, her team members are staying booked and busy, and their clients are receiving the care they need from people who genuinely want to support them.
This is why I do what I do–I love helping small business owners grow their businesses.
Google Ads Case Study Summary
Client: small business owner of a therapy group practice
Challenges: operating in an expensive niche with expensive keywords against large companies with big ad budgets
Advantages: professional website design, branding, and lead intake process
Starting point: wanting more inbound leads, previous Google Ads manager wasn’t doing their job, no usable data from her previous campaigns
Results: an average of 30 conversions per month, $28 cost per conversion, $5 cost per click, 8% click-thru rate, and an 18% conversion rate
Google Ads Search Campaign Management
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