Overview:
New Zealand-based gardening service, aimed to expand its customer base, increase brand awareness, and boost service inquiries through an effective online marketing strategy. Google Ads was chosen as the primary tool to reach potential customers and drive business growth.
Goals:
- Increase service inquiries by 30% within six months.
- Enhance online visibility across New Zealand.
- Drive a 25% increase in website traffic.
- Improve customer engagement through targeted and relevant ads.
Strategy:
Targeted Keywords and Ad Copy:
- Identified relevant keywords such as “garden maintenance New Zealand,” “lawn care services NZ,” “professional gardening NZ,” and “landscaping services NZ.”
- Used long-tail keywords to capture specific search queries like “affordable garden maintenance Auckland” and “organic lawn care Wellington.”
Location Targeting:
- Focused ads on major cities and regions with high demand for gardening services, such as Auckland, Wellington, and Christchurch.
- Employed radius targeting to reach customers within a certain distance from their service locations.
Implementation:
- Launched a combination of search and display campaigns on Google Ads.
- Monitored performance metrics daily and adjusted bids, keywords, and ad copy based on data-driven insights.
- Conducted A/B testing for different ad creatives and landing pages to determine the most effective combinations.
- Integrated Google Analytics to track conversions, user behavior, and overall campaign effectiveness.
Results:
Increased Online Reservations:
- Achieved a 35% increase in service inquiries within six months, surpassing the initial goal of 30%
Enhanced Brand Visibility:
- Ads generated over 120,000 impressions, significantly boosting brand awareness across targeted regions.
Boosted Website Traffic:
- Experienced a 40% increase in website traffic, with notable spikes during peak seasons and promotional periods
Improved Customer Engagement:
- Click-through rate (CTR) improved by 25%, reflecting higher engagement with the ads.
- The use of call extensions led to a 20% increase in direct calls from ads, facilitating more immediate service inquiries.
Conclusion:
Effectively utilized Google Ads to grow its customer base, enhance online visibility, and boost service inquiries. The combination of targeted keywords, geo-targeting, ad extensions, remarketing, and seasonal promotions not only met but exceeded the company’s marketing objectives. This case study highlights the potential of Google Ads to drive substantial business growth in the gardening service industry.