Google Ads that drive trial downloads
The challenge they faced
A family-owned reseller of design and engineering software, 3D printing and document management tools, the client was running Google Ads that converted at under 1%. Its keywords were too general, so the ads drew visitors who were never going to buy, and a low ad rank meant it paid more for every click.
The strategy we mapped
The goal was sales-qualified leads, not traffic, so we started with the page the ads pointed to. Rebuilding that landing page first raised the ad rank and lowered costs before any keyword changed. We then paused the campaign for a week to replace the broad terms with ones specific to the software suite and the client's partnership with its maker, and reviewed results with the team every week.
The solutions we executed
A landing page built to convert. We redesigned the product landing page by updating its content modules in the CMS, which improved ad rank and cut the cost per click.
Keywords with buying intent. We replaced general industry terms with product-specific and branded keywords and added ad extensions, including location extensions to reach buyers near the client's offices.
What changed after the engagement.
Within two months, form submissions for product trial downloads rose 500%, and the conversion rate climbed from under 1% to 4.2% between April and June 2021. The campaign returned an 84% ROI on Google Ads. Overall traffic dipped, but the visitors who stayed were far more likely to buy.
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