The Business Solution

To tackle Broadwind’s challenges head-on, I conducted a thorough review of their Google Ads account and landing pages. This analysis revealed several crucial reasons for their shortcomings.

To begin with, I discovered that their ad campaigns needed clearer messaging alignment. Regardless of the target audience or the stage of the consumer journey, all campaigns directed traffic to the same generic landing page. I recommended creating dedicated landing pages tailored to each campaign to address this issue. This approach ensured that visitors received a personalized and relevant experience, thus increasing the likelihood of conversions.

Next, I identified that their keyword targeting strategy was too narrow. Broadwind heavily relied on exact and phrase match keywords, limiting exposure to potential customers. To overcome this limitation, I suggested expanding their keyword strategy to include a broader range of relevant keywords. By casting a wider net, I aimed to increase their visibility and capture the attention of a larger pool of potential leads.

I also noticed that Broadwind had only been running search campaigns. To maximize their advertising efforts, I proposed leveraging other ad formats and placements offered by Google Ads, such as display and video ads. This diversification would allow Broadwind to tap into new audiences and engage users across different platforms.

Recognizing the challenges, I started our collaboration by reconfiguring their ad accounts based on the insights found. This foundational reset positioned them for future growth and success.

I utilized Broadwind’s creative resources to produce engaging videos that conveyed the distinct benefits of their products. These videos were designed to connect with and captivate the target audience, boosting brand recognition and interest.

At the same time, I focused on optimizing their landing pages to showcase the standout features of their products and explain why their offerings were superior. By utilizing persuasive copy, visually appealing design elements, and clear calls-to-action, I enhanced the user experience and encouraged conversions.

After deploying these revamped campaigns, I implemented a bid strategy to maximize return on ad spend (ROAS) rather than cost per result. This shift allowed us to prioritize profitability and optimize the allocation of ad spend.

Within six months, my efforts yielded significant improvements, reducing the cost per lead and driving positive results. The combination of targeted landing pages, diversified ad formats, and an optimized bidding strategy contributed to their success.

By the end of the first year, Broadwind experienced a remarkable transformation from struggling to profitable on Google Ads, generating a 4.41x return on ad spend (ROAS) for their lead flow.

The outcome was an impressive turnaround of their advertising channel, surpassing initial objectives and showcasing remarkable month-over-month growth and scalability. Broadwind emerged as a leader in their industry – successfully leveraging the power of Google Ads to drive profitability and expand their operations.