Google Ads Case Study: How Affordable Contractors Insurance Cut CPC From $80 to Under $30USA Nationwide
Brokerage
Service BusinessThe Challenge
Affordable Contractors Insurance (ACI) sells specialized insurance to contractors nationwide, a category where Google Ads clicks routinely cost as much as a service call. ACI’s projected ad spend was estimated at $293.2K per month to hit its growth targets. Left unmanaged, that math doesn’t work: high CPCs, wasted spend on low-intent keywords, and leads too expensive to profit from. ACI brought in our Google Ads management team to make the numbers work instead.
Client: Affordable Contractors Insurance
Industry: Insurance
Services Provided: Google Ads Management and Optimization
The Strategy
The plan: run a smaller budget harder. We committed to a $35K monthly budget, roughly an eighth of the original projection, and set out to earn the same performance through precision: over 230 highly targeted keywords, aggressive negative-keyword pruning, ad copy built around ACI’s contractor-specific selling points, automated bidding tuned by device, geography, and audience, and landing pages rebuilt for conversion. Objectives on paper: raise ad visibility, improve CTR, cut CPC, boost conversions, and lower cost per acquisition.
The Execution
Audit and Analysis
Our team conducted a thorough audit of ACI’s existing Google Ads campaigns to identify areas of improvement, including keyword performance, ad copy effectiveness, and bidding strategies.
Keyword Optimization
We refined the keyword strategy by focusing on high-intent keywords that were more likely to convert. This included extensive keyword research, negative keyword implementation, and dynamic keyword insertion to enhance ad relevance.
Ad Copy Enhancement
We crafted compelling ad copy that highlighted ACI’s unique selling propositions (USPs), such as specialized insurance for contractors, competitive pricing, and excellent customer service. A/B testing was employed to determine the most effective ad variations.
Bid Management
Our team implemented advanced bid strategies, including automated bidding, to ensure ACI’s ads appeared at the optimal times and placements. We also adjusted bids based on device performance, geographic location, and audience segments.
Landing Page Optimization
To improve the user experience and conversion rate, we optimized ACI’s landing pages with clear calls-to-action, relevant content, and a streamlined design.
Performance Tracking and Reporting
We set up comprehensive tracking and analytics to monitor the performance of the campaigns in real-time. Regular reports and insights were provided to the ACI team to keep them informed of progress and results.
Results
The numbers, each from ACI’s campaign reporting:
- Paid traffic increased by more than 12.4K visitors per month.
- Monthly ad spend was reduced from a projected $293.2K to $35K while maintaining the same level of performance.
- Average cost per click dropped from $80 to under $30.
- The campaigns generated over 50 qualified leads per day, each valued at over $250.
- ACI benefited from more than $1 million in monthly revenue.
Increased Visibility
ACI’s ads saw a 45% increase in impressions, ensuring they reached a larger portion of their target audience.
Improved CTR
The click-through rate improved by 35%, indicating more users were engaging with the ads.
Reduced CPC
By optimizing keywords and bids, we reduced the cost per click by 30%, making the campaigns more cost-effective.
Higher Conversions
The optimized campaigns led to a 50% increase in conversions, with more users taking the desired action on the landing pages.
Lower CPA
The cost per acquisition decreased by 40%, significantly improving the return on ad spend (ROAS).
