Whiddon Boosts Conversions by 180%: A Google Ads Success Story
by ardentuser | 13 Sep 2024 | Uncategorised
Whiddon Boosts Conversions by 180%: A Google Ads Success Story
Domenico Marcoccia
Digital Performance Director
Ardent
By leveraging data-driven optimisation, we helped Whiddon significantly improve conversion rates while reducing acquisition costs. Conversion Rate Optimisation (CRO) is often overlooked in paid media, but this success highlights its critical role. Continuous testing and refinement are key to driving real business impact and maximising performance.
Increase in conversions by
Increase in Conversion Rate
Cost per lead (CPL) reduced by
Whiddon, a leading provider of aged care services, aimed to boost its online presence and enhance conversion rates through strategic paid media campaigns, specifically within the Google Ads platform. Tasked with optimising advertising spend, Whiddon embarked on a journey to advance their Google Ads performance, focusing on their Care Communities (CC), Residential Aged Care (RAC), and Independent Living Unit (ILU) segments.
Whiddon faced two main challenges in the highly competitive aged care sector: reducing the Cost Per Acquisition (CPA) and increasing the conversion rate of their Google Ads paid search campaigns. Traditional website destinations were not performing optimally, leading to higher CPAs and lower conversion rates. The need for a more efficient and effective approach to digital advertising was evident, prompting a strategic reevaluation of their paid media tactics.
Our comprehensive strategy encompassed several critical phases over the course of 3 months, starting with a deep dive into Conversion Rate Optimisation (CRO) analysis to identify bottlenecks and opportunities. This analysis paved the way for the next phase: designing and developing highly optimised landing pages tailored to the CC, RAC and ILU segments.
We initiated a rigorous A/B testing framework, allocating equal budgets to traditional website destinations and the new landing pages for all three business units. The tests ran concurrently for 40 days, monitoring metrics such as investment, conversions, CPA, and conversion rates.
Our approach was data-driven and iterative, enabling real-time adjustments and optimisations to ensure maximum performance. By comparing the efficacy of website destinations against the newly developed landing pages, we were able to make informed decisions on the best routes for ad spend allocation.
The deployment of landing pages as a destination for Google Ads significantly outperformed the traditional website approach across all three business units. This strategic shift not only halved the CPA but also resulted in a remarkable increase in conversion rates. The success of this initiative has set a new benchmark for digital advertising within Whiddon, leading to the adoption of landing pages as an always-on strategy for their Google Ads account.
The results speak volumes, demonstrating a remarkable improvement in campaign performance and efficiency. Whiddon’s journey through targeted optimisation and strategic innovation showcases the power of focused digital marketing efforts in the aged care industry.
