In 2020, Haine and Smith Opticians came to us looking in need of some help with their Google Ads strategy. They had been spending a large amount of money but were failing to see any meaningful results. Whilst there was a good amount of traffic available on Google for their services, their ads were not being selected by potential customers very often, and when they were selected, each click was costing far too much.
Rather than just logging into the Haine and Smith Google Ads account and making changes, we discussed with them in detail their requirements, demographics, and current strategy to ensure we knew exactly what they were looking to achieve from the campaign.
Once we had all of the information we needed and were clear on their objectives, we completed a comprehensive audit and restructure on their Google Ads account.
Their goal was to increase phone calls to some of their stores and to target a certain demographic (based on ACORN data) to encourage people to make appointments for eye tests.
So, we created campaigns based on each of the locations they wished to target, ensuring that we were only targeting that area and their chosen demographics. Creating campaigns in such a way allowed us to monitor which areas were more successful than others.
What we delivered
- A strategy update
- Keyword research to ensure we were only bidding on search terms that were likely to achieve conversions
- Brand new campaigns for each location to be able to track exactly which stores were generating conversions
- A/B testing of adverts to ensure we were delivering the best possible messaging to potential customers
- The creation of four different types of advert extensions, to make adverts stand out more and improve click-through rate (CTR)
- The deletion of many keywords that were not likely to drive conversions
The results
In the first full month of managing the Haine & Smith Google Ads account, we delivered a 185% increase in conversions.
In month two, by continuing to optimize keywords and ad copy, we were able to increase conversions by 675%.
By targeting the correct keywords, delivering them to the correct demographics, and making each campaign location-specific, potential customers were more inclined to click the Haine & Smith advert and therefore book appointments.
A new approach
By working closely with Haine and Smith and really understanding their audience and goals, we were able to deliver a huge increase in conversions, and we allowed their focus stores to get the best sight test numbers that they’ve had in 4 years!
At Blue Bee, we don’t see ourselves as an agency that sits outside your business. We invest time and energy to become an extension to your own marketing department, knowing as much about your business as your own staff.
