Initial Situation:

Company Aqrat was facing a common challenge among B2B firms conducting online promotions. Despite significant financial investment in Google Ads advertising, the company was receiving a low quantity of low-quality leads. Our task was not only to improve this situation but also to achieve 50 high-quality conversions per month that could translate into real sales.

Actions and Initial Results:

The first step we took was to thoroughly review the conversion tracking process. It turned out that hundreds of different contact forms were inaccurately measured, resulting in imprecise data. We identified that the conversion tracking included page views of the contact page, clicks on the phone number without initiating a call, and clicks on the messenger widget. These inaccurate measurements led to the client receiving misleading information about campaign results that did not reflect reality. Google Ads algorithms interpreted these flawed data points as successes, continuing to reach the wrong user profiles.

We then took actions to streamline the conversion tracking process using Google Tag Manager. We removed page view and widget click measurements as conversions and focused on tracking high-quality phone calls lasting at least a minute. This ensured a higher quality of conversions. Additionally, we improved tracking for filled-out forms.

We also optimized the audience groups by removing irrelevant ones and adding new ones based on website engagement time exceeding 2 minutes, indicating high-quality traffic. We reduced the promotion of less popular services by adjusting the bid strategies.

Results:

After 4 months of intensive work, the overall number of conversions in the system significantly decreased due to the removal of unnecessary elements. However, the quality of conversions improved significantly, as we only measured actual form submissions and longer phone calls. This is particularly evident in the increase of phone calls to 55 compared to just 4 phone number clicks in the previous period. This positive outcome not only satisfied the client but also served as a clear signal that we were reaching high-quality leads, generating approximately 80 contacts per month, exceeding our initial goal by 30 leads.

Summary:

After 4 months of optimizing the Google Ads advertising account, we achieved a significant increase in high-quality phone call leads, confirming that we had started reaching high-quality customers. If your advertising account also generates low-quality contact data and you are seeking a solution, we invite you to take advantage of our free audit. Fill out the contact form below, and we will help you identify the source of the problem and propose specific solutions to turn the situation around.