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Element Air:
Improving performance before increasing spend
How better performance made increasing the budget an easier decision.
Business: Element Air
Industry: Heat pumps and air conditioning
Locations: Rotorua & Taupō
Goal: Generate more enquiries
Starting challenge: Google Ads was not performing particularly well, and the client was reluctant to increase the budget.
When we started working together, Google Ads was not generating enough enquiries.
The client wanted more leads, but was understandably reluctant to increase the advertising budget while the existing campaigns were not performing particularly well.
That meant the first step was not to ask the client to spend more. We needed to improve the performance of the budget already available.
We worked on the account over time, making changes intended to improve how effectively the campaigns reached potential customers in Rotorua and Taupō.
We also introduced Performance Max campaigns, which Element Air had not used previously. These campaigns went on to perform well and became an important part of the account.
The improvement did not come from one dramatic change. It came from progressively developing the account and finding a campaign mix that worked better for the business.
As the Google Ads results improved, increasing the budget became more appealing to the client.
They had been comfortable keeping spend at its existing level while we worked on improving the campaigns. Once the account was performing better, they decided there was more upside in putting additional budget behind it.
That meant the increase in spend happened after the campaigns had already shown they could perform more effectively.
Element Air is a good example of an account where growth happened progressively.
We started with a budget the client was comfortable with, improved the campaign performance, introduced a new campaign type where it made sense, and increased the budget only after the advertising had demonstrated that it could use the additional spend effectively.
It was not a matter of promising dramatic results or asking the client to take a large financial leap. It was a process of improving the account sufficiently for the client to feel comfortable taking the next step.
I can review your account and give you an honest view of what may be limiting performance and what I would recommend doing next.
Request a free Google Ads review
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