Successful paid search campaign delivers a 239% increase in leads for a national GPS fleet tracking company.

Objective: Grow active client contracts through an integrated, high-performance paid search marketing and sales plan.

Method: AIS Media closely collaborated with the fleet company’s internal marketing team to plan, execute, and manage a comprehensive Google Ads paid search (PPC) strategy that would consistently deliver a steady stream of targeted leads to the sales team.

Through access to the company’s historic paid search campaign performance, AIS Media conducted the following audit to build a PPC strategy leveraging the most effective elements of campaigns, while funneling ad spending away from lower-performing campaigns.

1. Campaign structure
2. Keyword performance
3. Ad copy relevance and brand alignment
4. Landing page effectiveness
5. Competitive landscape
6. Bidding and targeting strategies

Upon completion of the audit, AIS Media optimized paid search performance and assumed responsibility for the day-to-day management of the campaign.

• Target CPA bidding. AIS Media used target CPA bidding to define bids and budgets to align structure campaigns by tolerable CPA product/service categories. Calculating and setting the target CPA was determined by PPC lead closing rates and average contract value.
• A/B split testing. AIS Media isolated testing variables to leverage the most effective elements of copy creative and tested their performance.
• Negative keyword management. Irrelevant, duplicated, or unspecified search queries were eliminated to shift the focus of ad spending on high-performance keywords to cut down on costs.
• Real-time bid management. AIS Media leveraged Google Ads’ machine learning and smart capabilities to efficiently respond to optimal targeting setting such as device type, geographic, demographic, dayparting, and audience targeting.

Throughout the year, AIS Media’s incremental and strategic paid search optimizations improved both quality score and ad rank, which enabled the fleet tracking company to reduce its annual ad spend while maintaining sales lead goals.