Boresi Google Ads Strategy

Date in Market (Month & Year)

June 2024 – December 2024

Project/Campaign Objective(s)

Before partnering with us, Boresi struggled with an ineffective Google Ads strategy that was resulting in wasted ad spend, low engagement and very limited lead generation.

We set out to restructure their campaign, organise keywords into relevant groups, create focused ads and implement accurate tracking.

The goal was to lead a more efficient campaign that would drive higher quality traffic, improve user engagement and increase conversions for their key fencing services.

Strategy

We set out to restructure their campaign, organise keywords into relevant groups, create focus. We took a data-driven approach to optimise performance across all aspects of the campaign including:

• Keyword Optimisation: We categorised keywords by service (residential, commercial etc) and added negative keywords to eliminate irrelevant traffic and ensure better cost-per-click efficiency.
• Tailored campaign: We created ad groups with service specific messaging to align user intent with relevant landing pages and increase ad relevance and engagement.
• Advanced Event Tracking: We implemented Google Tag Manager and GA4 to accurately track form submissions, call clicks and engaged sessions for actionable insights into user behaviour.
• Continuous monitoring: We adjusted bids and budgets weekly based on campaign data to refine audience targeting and optimise cost efficiency. ed ads and implement accurate tracking.

Target Audience

The fencing market in Sydney is being driven by a growth in infrastructure projects, increasing housing demand and the need for both commercial and residential fencing solutions. The campaign was designed to reach:

• Homeowners and residential clients – including families, renovators and new homebuyers looking for fencing for security, privacy or aesthetics to improve their properties.
• Commercial clients – including property managers, businesses and developers needing fencing for security or large scale projects such as  schools, warehouses and other commercial or industrial spaces

Execution

Here is how we executed our strategy:  

• Assessment: We started with a thorough audit of Boresi’s existing campaigns and revealed key issues such as disorganised keyword groups and irrelevant copy were hindering lead generation and budget efficiency.
• Restructure: We restructured the campaign by organising keywords into highly relevant groups for both residential and commercial fencing services. This was done to improve ad relevance and match user intent more accurately.
• Optimisation: We optimised landing pages to ensure they were relevant to the targeted keywords. Each page was tailored to meet the needs of the different audiences – homeowners and businesses – focusing on security, privacy and aesthetics for residential clients and security and large scale needs for commercial clients. 
• Ad creation: We created specific ad copy for both target groups, ensuring each ad highlighted the unique benefits of Boresi’s fencing services. The ad copy was tested for relevance and appeal to drive higher click through rates (CTR).
• Evaluation: We continuously monitored and optimised key campaign elements and tracked performance using detailed conversion metrics. Regular adjustments were made to improve efficiency and ROI. 

Working hand in hand with Boresi throughout the entire process

Our Results

The results span from June 2024, which marks the early stages of the campaign, to December 2024. The June data reflects the initial phase of optimisations, including keyword adjustments. By December, there was strong growth in key metrics such as traffic, engagement and conversions:

• Traffic: The total number of users increased by 19.22% from 3095 to 3690. This meaningful boost indicates a significant improvement in overall website visibility and shows the campaign improved reach and attracted more visitors.
• Paid Search: Users acquired through Paid Search grew by 19.14% and new users increased by 16.96%. This shows the campaign’s effectiveness in attracting fresh traffic and generating interest from new audiences.
• Engagement: Average engagement time improved by 36.8%. This substantial rise demonstrates that visitors found the content more engaging and relevant, staying longer and interacting more with the site.
• Conversions: ‘Contact Us’ enquiries surged from 0 to 70, a clear indictor of the campaign’s ability to drive high quality needs. Overall event count increased by 36.35% from 25,797 to 35,175 which further demonstrates increased site activity and engagement.
• Cost Efficiency: Cost Per Click (CPC) was reduced through keyword optimisation and the addition of negative keywords, helping to achieve better results at a lower cost.