Meathead Movers, a well-established and highly reputable moving company, serves clients across the western United States. Renowned for its exceptional expertise, the company specializes in a broad range of relocation services, including long-distance, local, and corporate moves, making it a trusted choice for both individuals and businesses.
Despite the challenges posed by the COVID-19 pandemic, Meathead Movers demonstrated resilience by maintaining operations. However, like many organizations during this period, the company encountered difficulties with its paid media campaigns and sought strategic direction to overcome these obstacles.
As their Brandastic Paid Media Account Manager, I identified an opportunity to deliver tailored solutions and drive impactful results for their advertising efforts.
The Plan
-
- Build a new page on the site that explained all COVID-19 precautions Meathead Movers was taking to put the public at ease and to show Google that we were taking every possible precaution
- Place a Banner advertising Covid-19 precautions at the top of every page on the site that leads to the new Covid-19 page
- Update all Google Ads copy highlighting COVID-19 precautions and submit the ads to Google’s approval process, and work with Google to get the ads approved
- Optimize ads budget by using a profit bidding strategy instead of CPA bidding strategy, achieved by blending Meatheads CMS data and Google Ads data and restructuring the account to allow for ROAS bidding on a lead gen campaign.
Overcoming Google Ads COVID-19 Ad Disapprovals
Leveraging my extensive collaboration with Google and deep understanding of their strategic priorities, I was confident that my recommendations aligned with their policies and would streamline the approval process for COVID-19-related ads. At the very least, these efforts would establish a strong foundation for any necessary negotiations.
Once the account was rebuilt and all elements were meticulously prepared, the ads were submitted for review. The anticipation was palpable as we awaited Google’s response—would our work gain approval, or would further challenges arise?
Within just 10 minutes, without direct communication with Google’s policy team, the ads began receiving approvals one by one. This swift success positioned us as the first in Meathead Movers’ markets to run ads featuring COVID-19 safety precautions, marking a significant milestone in our campaign strategy.
The Results
Over the next 6 months, despite Covid-19 Meathead movers saw a 30.58% increase in conversion volume and a 43% increase in their conversion rates.
