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SNAGGING INSPECTION

Category :

PPC

Client :

Yaseen Aleem

Start Date :

March 23rd, 2025

Marketer:

Nebula Reach

Executive Summary

Optimized a property inspection campaign with keyword farming, audience exclusions, and bid adjustments, leading to better conversions and lower CPL.

A comprehensive optimization strategy was implemented, focusing on refining targeting through negative keywords and audience exclusions, optimizing bidding, enhancing ad creatives, and ensuring robust conversion tracking. This multi-pronged approach aimed to improve conversion rates, reduce CPL, and ultimately drive a consistent flow of qualified leads.

Snagging Incpection Intro

01 . The Challenge

In March, the property inspection services account faced a severe lead generation crisis, marked by several issues. The most alarming problem was the complete lack of conversions, with zero leads generated throughout the entire month.

This was coupled with a declining conversion rate (CVR), as the percentage of ad interactions leading to conversions continued to drop steadily. Additionally, the cost per lead (CPL) became excessively high due to inefficient ad spending. The account also struggled with a low search impression share of just 53.78%, meaning a significant portion of the potential audience was not being reached. This was further compounded by a high lost impression share due to rank issues, with ads not appearing in prominent positions 29.44% of the time. The campaigns were also suffering from irrelevant targeting, as they were aimed at out-of-scope search terms and ineffective audience segments, further hampering lead generation efforts.

Snagging Incpection Services

02 . The Solution

A strategic and data-driven optimization plan was executed, encompassing the following key actions:

  • Negative Keyword Farming: A thorough analysis of search terms identified and excluded a wide range of irrelevant queries, including terms related to architectural services, general maintenance, rental properties, and inspection types outside the client’s scope.
  • Strategic Audience Exclusions: Non-converting audience segments across various job roles and demographics were excluded to focus ad spend on more likely customers.
  • Intelligent Bid Adjustments: Bids were strategically increased for historically high-performing audiences, geographic locations (like Dubai Marina and Al Quoz Industrial Area), and retargeting audiences (website visitors). A specific boost was applied to the top 10% household income demographic based on past conversion data.
  • Targeted New Audience Segments: Relevant audience segments indicating an active interest in property ownership, home improvement, and relocation were introduced to reach potential customers more effectively.
  • Compelling Ad Copy Optimization: Ad creatives were refreshed with new headlines emphasizing core inspection services, and dedicated call ads were implemented to encourage direct inquiries.

Robust Conversion Tracking Setup: The accuracy of conversion tracking was verified through Google Tag Manager, and campaign-level conversion goals were aligned with desired outcomes. The initial bidding strategy was set to maximize conversions.

Snagging Incpection Before Optimisations

03. Analytics and Results

The initial results indicate a positive shift in campaign performance. While impressions and clicks decreased, the significant increase in Conversion Rate and the substantial decrease in Cost per Conversion demonstrate improved efficiency. The increase in Search Impression Share suggests that the ads are now reaching a larger portion of the available audience. The higher CTR indicates that the optimized ad copies are more relevant to the searches they are appearing for.

Following the implementation of the optimization strategies, the account demonstrated positive initial results:

  • Search Lost IS (Rank): Decreased by 1.73% to 56.28%.
  • Search Impr. Share: Increased by +34.66% to 43.72%.
  • Impressions: Decreased by -53.48% to 2,142.
  • Clicks: Decreased by -36.36% to 119.
  • CTR: Increased by +26.78% to 5.56%.
  • Avg. CPC: Increased by +29.58% to AED 13.57.
  • Conversions: Increased to 6.00.
  • Cost / conv.: Decreased by -46.58% to AED 269.15.
  • Conv. rate: Increased by +66.36% to 5.04%.

Conclusion

The initial results following the strategic optimizations are encouraging, indicating a positive trajectory towards improved efficiency and lead generation. The focus on relevant targeting and effective bidding has led to a higher conversion rate and a lower cost per conversion. Continued monitoring and further optimization in the next phase will be crucial for sustained success and achieving the ultimate goal of consistent and cost-effective lead acquisition.