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Superior Renovations: Making better decisions in a complex Google Ads account
Superior Renovations is an Auckland renovation company offering a range of residential renovation services.
Business: Superior Renovations
Industry: Residential renovations
Location: Auckland
Goal: Generate worthwhile renovation enquiries
Starting challenge: Google Ads was recording lots of different website actions, but some were much more valuable to the business than others.
Superior Renovations had quite a few different things people could do on the website.
Some people would download information or use a renovation cost calculator. Others would submit an enquiry, email, or call.
Google Ads could see all of these actions happening, but the problem was that it was treating them too similarly.
Someone downloading an eBook might be interested in renovating one day. Someone submitting an enquiry is much closer to choosing a company to work with.
If Google is told both actions are useful, it may simply try to generate whichever one is easier.
We split the website actions into two groups.
Research actions included things like using the cost calculator or downloading information.
Enquiry actions included things like submitting a form, sending an email, or making a phone call.
Once we did that, we could see much more clearly what the ads were actually producing.
Instead of looking at one overall conversion number, we could see how much of the advertising was producing research and how much was producing actual enquiries.
Before we separated the two groups, Google was effectively deciding how much of the budget went towards research actions and how much went towards enquiry actions.
We could see the total spend, but we had very little control over how that money was being split.
Once the two groups were separated, we could decide that ourselves.
We could choose how much budget we were comfortable putting towards people who were still researching, and how much we wanted focused on people who were closer to making contact.
We could also set campaigns up to focus on one goal or the other, rather than having every campaign simply try to generate as many actions as possible.
A Google Ads account can look like it is performing well when the headline numbers are actually hiding what is going on.
For example, a campaign might generate lots of cheap calculator uses or downloads. That can make the conversion numbers look good, but it does not necessarily mean the business is getting many enquiries.
Another campaign might generate fewer actions overall, but more of them are people actually getting in touch.
For Superior Renovations, separating research actions from enquiry actions meant we could judge the advertising based on what those actions were actually worth to the business.
Once the two groups were separated, we had much more control over how the budget was being used.
We could see what was being spent on research actions and what was being spent on enquiry actions, then adjust the campaigns depending on what the business wanted more of.
That was much more useful than looking at one overall conversion number, because not every conversion was worth the same thing to the business.
This is a good example of something that comes up quite often with Google Ads: getting more conversions is not always the goal. The important part is understanding what those conversions actually are.
I can review your account and show you where the budget may be going and what I would change.
Request a free Google Ads review
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