Founded in 1991, Highland Commercial Roofing has built a strong reputation in the commercial roofing industry.
Over the years, the company has installed more than one million square feet of roofing and earned recognition with the prestigious Guildmaster Award.
Highland has also established partnerships with prominent organizations such as the Phoenix Hall of Fame, United Airlines, and General Motors, further solidifying its standing in the industry.
However, they needed better results from paid search and turned to Brandastic, where they became my client.
Their primary concern was the underperformance of their Google Ads account. As a result, they needed an expert who could effectively manage their campaigns to achieve the desired results. I conducted a thorough audit of the account and developed a tailored optimization plan to address these issues.
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
Through a comprehensive analysis of the account using Excel and Pivot Tables, I identified both high-performing areas and those requiring improvement, as well as key opportunities for growth.
Next, I assessed the post-click experience via Google Analytics, pinpointing areas that could be optimized for better performance.
Additionally, by analyzing the competition, I gained valuable insights on how to gain a competitive edge through strategic ad copy, ad extensions, and landing page optimizations.
The Result
Highland Commercial Roofing experienced a significant boost following the overhaul of its Google Ads campaigns, resulting in a remarkable 93% increase in conversions over a seven-month period.
Additionally, the company saw a 157% improvement in conversion rates and a 60% reduction in cost per conversion.
Conversions
Conversion Rate Increase
Cost Per Conversion
