Misguided trust in a Google rep created a solar panel installations Google Ads campaign to be rescued
One of the worst things you can do is accept advice from a Google rep. They are not impartial and you usually end up wasting clicks budget.
Type of Consultancy: Google Ads refinements
Client: Solar panel installations
Location: UK, Kent
Time Billed: 3 hours
Summary of the work
Originally targeting only commercial installations, this business started using Google Ads to target residential buyers but took the recommendations from a Google rep, which resulted in a lot of spend and poor results.
Google will never tell you that your website doesn’t convert well (which was the case here), and they also encourage you to use Google Ads in a way that makes them more money. In this case the customer had a campaign set up with broad match keywords that was bringing in lots of irrelevant traffic that would never convert (even if the website was strong enough).
I focused them on creating a strong landing page targeting the residential clicks, followed by very targeted keyword phrases within a small geographical area. When the enquiries starting coming in from people in that area it was clear that the strategy worked.
What they said
I really thought we could trust Google to give the best advice but clearly not! Thank you for breaking it all down and helping us to build up from there. We’ve now expanded the campaign out to Tonbridge and Sevenoaks and when we’ve got enough examples of installations will create pages dedicated to each geographical area.