Established in 1991, Highland Commercial Roofing has earned a commendable reputation in the commercial roofing sector.
Over the years, the company has installed more than one million square feet of roofing and has been recognized with the Guildmaster Award.
Highland also boasts partnerships with reputable organizations such as the Phoenix Hall of Fame, United Airlines, and General Motors, further strengthening its industry standing.
However, Highland Commercial Roofing faced challenges when partnering with a Paid Media Agency, which led them to Brandastic’s Paid Media Department, where they became my client.
They were mainly concerned about the poor performance of their Google Ads account. As a result, they needed a Google Ads Expert who could skillfully manage their Google Ads campaigns to achieve their desired results. I audited the account and developed an optimization plan with that in mind.
The Optimization Plan
- Optimize the structure of the account
- Optimize the ad copy and extensions
- Optimize targeting
- Identify the best-performing keywords
- Eliminate poor-performing and runaway keywords
- Use the search term report to identify potential terms that were missed
- Eliminate poor-quality search terms
- Add negatives to improve the quality of the traffic
- Set up an Ad Schedule
- Updated the ads landing page
- Optimized conversion tracking to better support smart bidding
The Research
- After meticulously analyzing the account using Excel and Pivot tables, I was able to identify areas of strong performance, areas requiring improvement, and lucrative opportunities.
- After analyzing the post-click experience using Google Analytics, I identified areas that require improvement.
- After analyzing the competition, I gained insights on how to gain a competitive advantage through ad copy, ad extensions, and landing pages.
The Result
An impressive surge followed Highland Commercial Roofing’s new Google Ads build which amounted to a remarkable 93% increase in conversions over a seven-month period.
At the same time, they saw an impressive 157% increase in their conversion rates and a 60% reduction in Cost Per Conversion.
Conversions
Conversion Rate Increase
Cost Per Conversion
