How ADER Consulting Increased Their Leads 10X With Our Google Ads Agency

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Google Ads Case Study

Ader Consulting

Here’s how we took ADER Consulting to the next level through a powerful, targeted Google Ads campaign. 

ADER Consulting is one of Australia’s leading ISO Consultants, helping businesses get ISO certified for their compliance to a range of international standards. With years of experience as an ISO Consultant for large international brands, their CEO is an industry leader in this arena.

ADER Consulting approached us after running Google Advertising internally and getting poor results. They wanted to increase their leads significantly and were aware they were in an industry that is considered “high-ticket,” meaning in some cases lower volume of leads but with each lead worth multiple thousands of dollars if closed.

With a steady stream of referral traffic from their network, ADER Consulting was only seeing one lead per month from their Google Advertising efforts, meaning the stage was set for CLIQ Marketing Content to provide some exceptional value to their already excellent brand.

"CLIQ Marketing has been great in helping with my Google Adwords and Web Content. Being a small business and knowing very little about lead generation, Tim explained everything in a clear and understandable manner and has dramatically increased the number of leads coming through."

The Task

Key takeaways from their problem:

1. Lead Volume

We needed to see an increase in lead volume whilst still keeping the same advertising expenditure. This means that they needed a whole ad account overhaul and also help with conversion optimisation for their website and landing pages.

2. Conversion Tracking & Data Analysis

There was an internal focus placed on reporting and conversion tracking so that ADER Consulting could begin looking at valuable profitability metrics like Cost Per Acquisition (CPA), and Conversion Rate in order to compare them to their sales teams close rates.

3. Conversion Rate Optimisation (CRO)

ADER Consulting also requested help with optimising their website for conversions. We were invited to advise on the best way to present the website for the best chance of the most conversions from targeted PPC traffic.

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Let's Pull Back The Curtains On Our Google Ads Management Strategy For ADER Consulting

Stage 1

Initial action steps:

These steps were taken before the Google Ads campaign went live. 

1. Budget Forecasting

Our first step was to conduct a budget forecast. ADER Consulting’s budget was very limited due to the high CPC and competitive nature of his industry. This forecast helped us to create some targeted action steps like a custom ad schedule. We were also able to select keywords that had the highest chance of converting.

2. Location Targeting Increased

Our recommendation was to broaden the location targeting  – both for reducing the Cost Per Click and also giving us more volume of monthly searches. We also optimised their website for conversions with advice given around clear call to actions and encouraged custom landing pages.

3. Conversion Tracking For Long Term Success

We set up extensive conversion tracking on every lead generation customer action on ADER Consulting’s site. This way they would be able to measure the key metrics like CPA, Conversion Rate, Close Rate and more.

Stage 2

Major three month optimisation steps:

The three month mark is a major optimising point for long term maturity of a Google Ads campaign

1. Bidding Strategy

We began the campaign with a manual bidding strategy (this is our most preferred bidding strategy in the early stages as we can control the CPC whilst building crucial conversion data for our clients). Once we had some initial conversion data we quickly switched to a semi-automatic bidding strategy to allow Google to help bid real time at the auctions.

2. Expanded Service Suite

During the first few months, ADER Consulting was keen to expand their services and we did run one month with expanded ad groups into a variety of related ISO services. With these new keywords we saw our highest converting month with a 16.13% conversion rate.

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What were the results?

After 5 months with a smaller Google Ads budget, ADER Consulting was able to generate 41 high quality leads for their high-ticket consulting package. These leads were mostly web forms tracked from their website. Their Cost Per Acquisition was $84.54 and their conversion rate was just under 10%.

On average the B2B Consulting industry in Australia converts traffic from Google Ads at a maximum of 3%. Therefore, we were able to generate conversion rates that were three times higher than the industry average.

Their cost per click was $8.35, which was greatly reduced from the average ISO Consultant where cost per clicks can range from $20-$40. This was largely because of the adjusted location targeting and also the keyword selection based on our agency’s research. 

With our custom advertising strategy for ADER Consulting we were able to generate them over 10 times the amount of leads they were getting by themselves, without increasing their advertising budget. 

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