CV Coins & Collectibles
Introduction:
As a dedicated provider of digital advertising services, I collaborated with L7 Advertising to enhance the performance of the Google Ads campaign for their client CV Coins, a precious metals dealer. The core focus was reducing the Cost per Acquisition (CPA) across key conversion actions - phone calls, form submissions, site purchases - while increasing total conversion volume to boost lead generation. When L7 brought me on board, CPAs had doubled under their last paid media manager and were continuing to suffer and within one month grew to $27 CPA across all campaigns.
This case study compares the 7 month time frame from OCT2022-APR2023 to MAY2023-NOV2023.
Goal:
The objectives were to:
1) Reduce the average CPA for total conversions back to a stable level for the client
2) Increase qualified phone calls and form submissions
3) Improve overall return on ad spend
Methodology:
I optimized the campaign through:
a) Comprehensive Negative Keywords: Refined targeting & reduced irrelevant clicks
b) Conversion-Focused Ad Groups: Structured ad groups around high-intent keywords
c) Fixed Conversion Tracking and Boosted Phone Calls: Properly integrated CallRail phone call conversion tracking which contributed to boosting phone call conversions at a cheaper overall cost through better tracking implementation
d) CPA Bid Strategies: Continually balanced conversion volume & cost through bid adjustments
Results:
My optimization work delivered strong improvements:
a) Within the first month under my optimization, I reduced the average Cost per Phone Call by 63% down from $27 to $10
b) Total Cost per Conversion Decreased 40% from $20 to $12
b) Call Volume had a slight decrease from 452 to 375 calls, optimizing for quality calls 60 seconds and greater.
c) Lead Form Volume Up almost 3X from 125 to 364
d) Estimated over 300% Return on Ad Spend
