Case Study: Revamping the “Vehicle Batteries” Campaign

By New Perspective Design

Background

A client in the automotive industry ran a Google Ads campaign for “Vehicle Batteries” between October 1, 2024, and January 6, 2025. Although the campaign generated a moderate number of conversions, the client wanted to increase ROI, reduce cost per conversion, and attract more qualified leads.

Challenge

• High Cost/Conversion: The original campaign’s cost per conversion (R162) was too high for the client’s profitability goals.
• Moderate Conversion Rate: At ~9.7%, there was room to convert more clicks into paying customers.
• Broad Targeting: Despite relatively high impressions (24.7K), many did not translate into quality leads.

Approach

New Perspective Design developed a strategic plan to address these issues:

1. Keyword Refinement

   • In-depth keyword analysis identified high-intent terms.
   • Negative keywords were implemented to filter out irrelevant traffic.

2. Ad Copy & Creative Optimization

   • Tested new ad variations emphasizing product benefits and unique selling points.
   • Refined calls-to-action (CTAs) to better align with user intent.

3. Bid Strategy Adjustment

   • Shifted to more targeted bidding strategies to focus on high-conversion audiences.
   • Reduced wasted spend on underperforming segments.

4. Landing Page Enhancements

   • Improved landing page load speed and user experience.
   • Implemented clear, concise messaging to drive conversions.

Implementation

On January 1, 2025, New Perspective Design launched the updated “Vehicle Batteries (NEW)” campaign. The refined targeting, optimized ad creative, and adjusted bidding strategies aimed to improve overall campaign efficiency.

Results (Jan 1 – Feb 22, 2025)

Conclusion

By focusing on precise audience targeting, compelling ad creative, and optimized landing pages, New Perspective Design helped the “Vehicle Batteries (NEW)” campaign achieve higher conversions at a lower cost per conversion. This case study illustrates how strategic, data-driven optimizations—despite a narrower overall reach—can significantly boost ROI and improve lead quality within Google Ads.

Key Highlights

1. More Conversions: From 125 to ~159 (+27%), despite slightly lower total spend.
2. Improved Conversion Rate: From ~9.7% to 15.77% (+63%), indicating a more qualified audience.
3. Reduced Cost/Conversion: Dropped from R162 to R124 (-23%), showcasing better ROI.
4. Higher CTR: Jumped from 5.20% to 6.69% (+29%), reflecting more compelling ads.
5. Fewer Impressions, Higher Quality: Impressions fell 39%, but the traffic proved more relevant, resulting in better engagement and conversions.

Conclusion

By focusing on precise audience targeting, compelling ad creative, and optimized landing pages, New Perspective Design helped the “Vehicle Batteries (NEW)” campaign achieve higher conversions at a lower cost per conversion. This case study illustrates how strategic, data-driven optimizations—despite a narrower overall reach—can significantly boost ROI and improve lead quality within Google Ads.

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