In this case study I will walk you through how I achieved +50% higher leads in just 60 days of the launch of the clients Google ads account. The client runs a Covid testing lab in Florida, USA for frequent travelers and locals. The monthly budget of the account was USD $8000

Please find the project specifics below:

Goal:
- Get at least 100 leads per month
- With target cost per lead of USD $90

Tools & Technologies used:
- Google Ads
- Google Analytics (UA & GA4)
- Google Tag Manager

Challenge:
The Florida state-based covid testing lab has been generating leads offline in Boynton, however the lead flow has been inconsistent and thus, wanted to test out new channels to grow their business.

Approach:
- Structured the account by segmenting keywords intent (urgency & location)
- Prioritized the budget allocation to the top performing keyword themes for first 30 days period
- Added account-wide negatives to counter irrelevant searches and prevent wasted ad spend
- Prioritized bids on call only ads conversion action over appointment setup conversion to capture urgent intent users

Result/Outcome:
By careful structuring account based on keyword intent and proactive account-wide negatives addition the covid testing lab account saw 50% higher leads and with 35% lower CPL (cost-per-lead) in just 60 days of the launch