The Business Solution

To tackle Broadwind’s challenges head-on, we undertook a thorough analysis of their Google Ads account and landing pages. This meticulous examination uncovered several key factors contributing to their lack of success.

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

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

Furthermore, we noticed that Broadwind had only been running search campaigns, neglecting the full potential of Google Ads’ platform and reach. To maximize their advertising efforts, we 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.

Armed with a deep understanding of the challenges, we commenced the partnership by implementing a comprehensive restructuring of their ad accounts based on the identified insights. This meticulous revamp laid a solid foundation for future scalability and success.

Additionally, we harnessed Broadwind’s creative assets to develop captivating videos that effectively communicated the unique value proposition of their products. These videos were strategically crafted to engage and resonate with the target audience, effectively driving brand awareness and consideration.

Simultaneously, we devoted attention to optimizing their landing pages to showcase the exceptional qualities of their software and articulate why their solution outperformed competitors. By utilizing persuasive copy, visually appealing design elements, and clear calls-to-action, we enhanced the user experience and encouraged conversions.

After deploying these revamped campaigns, we implemented a bid strategy focused on maximizing return on ad spend (ROAS) rather than cost-per-result. This shift allowed us to prioritize profitability and optimize the allocation of ad spend to achieve the desired ROI.

Within six months, our efforts yielded significant improvements, reducing the cost per lead and driving positive results for Broadwind. 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 ultimate 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.