Ecommerce & Lead Generation

Industry: Travel

Type: eCommerce & Lead Generation

Services: Google Ads

Reporting Range: YoY

Ecommerce (2)

Industry: eCommerce

Type: CBD Industry

Services: Multi-Traffic Channel Management, Attribution Analysis/Reporting

Reporting Range: QoQ

Goal:

The aim was to enhance Google Ads performance by boosting paid Bookings and consistently managing Request a Quote conversions.

Project Contribution:

I assumed responsibility for this campaign shortly before the onset of the Covid Pandemic, which led to a two-month suspension of the campaigns. Upon reactivation, I revamped the campaign structure previously set by another team, adopting strategies focused on lower CPC, algorithmic optimizations, and data-driven decisions in response to significant market shifts.

Project Overview:

The strategic overhaul led to unexpectedly strong performance improvements over the previous year. Bookings, which involved customers paying upfront, were a primary revenue driver, as reflected in the reported figures. The Request a Quote function also contributed, with data integration from the CMS to the UI supporting partial attribution.

Key outcomes included a 56% year-over-year reduction in CPC (from $2.75 to $1.21), a 191% increase in Conversion Rate (from 0.96% to 1.83%), and a 64% decrease in expenditure (from $688K to $439K).

These front-end metric enhancements contributed to significant improvements in top-level metrics. Return on Ad Spend (ROAS) soared by 698% (from 1.70 to 11.89), Bookings surged by 397% (from 104 to 413), leading to a strategic decrease in Quotes to prioritize revenue. The Cost to Acquire a New Customer (CAC) fell by 77% (from $207 to $47), the Average Order Value (AOV) increased by 141% (from $11,267 to $12,637), and most notably, Revenue grew by 445% (from $1,171,758 to $5,218,973).