Goal:

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My primary goal was to reduce the Cost per Phone Call for Road Runner Towing while simultaneously increasing conversions. The overarching objective was to elevate the return on ad spend (ROAS) and enhance the overall marketing efficacy for the Towing Company.

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Methodology:

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To achieve the desired outcome, I employed the following strategies:

a. Negative Keyword Optimization: A strong negative keyword list was developed to refine the ad targeting, eliminating irrelevant searches and improving campaign efficiency.

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b. Intent-Based Ad Groups: Ad groups were structured around keywords with high intent to convert into a lead after a search. This approach ensured that the client's ads were displayed to users actively seeking towing services.

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c. Ad Relevance: Focused on creating highly relevant ads with compelling messaging that resonated with the target audience. By improving ad relevance scores, Google puts more weight in favoring our ads vs. competitor ads. 

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d. Refinement and Optimization: The campaign was continually refined by adjusting the CPA goal cost until reaching an optimal balance between lead quality and cost effectiveness

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‍Results:

The results achieved by Daniel’s strategies were exceptional, surpassing the initial CPA goal of $35. Here are the key metrics and improvements observed:
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a. Cost per Click (CPC)

Jan-Nov 2022: $7.33

May-Oct 2023: $4.38

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b. Cost per Conversion:

Jan-Nov 2022: $34.45

May-Oct 2023: $17.02

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c. Return on Ad Spend (ROAS):

May-Oct 2023: 353% ROAS.

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Road Runner Towing has reported 1 out 3 leads result in a paying client and that each client produces on average $180 in revenue. At $17.02 cost per lead and 3 leads needed to result in a client, this puts each new client acquisition at $51.06. At $180 for each new client that is a solid 353% return on advertising spend.

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Exceeding the Goal:

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I not only achieved, but exceeded the set goal of reducing the client's CPA while increasing inbound leads and phone calls. The results demonstrated substantial improvements in key metrics such as CPC, cost per conversion, and ROAS.

By refining the campaign strategy through negative keyword optimization and intent-based ad groups, I significantly improved ad relevance and minimized wasted ad spend.. Additionally, ongoing campaign optimization and refinement helped ensure the client's ads were displayed to users actively searching for towing services, leading to higher-quality leads and increased conversions.

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‍Impact on the Bottom Line:

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The impact of my efforts is reflected in the Towing Company's bottom line revenue. With a reduced cost per phone call, the client’s new customer acquisition cost is estimated to be around $51 per tow. Considering that each new sale generates an average revenue of $180, the Towing Company experienced a remarkable return on their ad spend.

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Through my efforts of increasing the conversion rate and reducing costs, L7 Advertising provided Road Runner Towing through my white label service with a solid return on investment (ROI), contributing to the growth and profitability of their business.

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In conclusion, my strategic approach, encompassing negative keyword optimization, intent-based ad groups, and ad relevance, proved instrumental in reducing the client's Cost per Phone Call while increasing conversions. The remarkable results achieved in terms of cost efficiencies and improved ROI exemplify my expertise in delivering effective digital ad campaigns.