Utilizing the Correct Google Ads Bidding Strategies Makes All the Difference for Lead Generation

Case Study: Urban Exhale Massage

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Increase in Conversions

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Reduction in CPAs

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Increase in Conversion Rates

OVERVIEW

Urban Exhale Massage is a five-star massage spa in the heart of Asheville’s historic district, founded by award-winning massage therapist Micah Haines. After having trouble navigating their Google Ads account, Urban Exhale contacted JB Media for help updating, optimizing, and managing their Google Ads campaigns. 

    SERVICES PROVIDED

    • Google Search Ads
    • Lead Generation

      THE CHALLENGE

      Urban Exhale wanted to optimize its campaigns. The owner, Micah, self-managed the ads and needed help determining the best strategies and tactics to use. Micah changed his bidding strategy, resulting in a higher cost per action (CPA), more money spent, and poor keyword optimizations. He was overpaying for his leads, so he contacted JB Media for help.

      OUR STRATEGY

      In one month, our team did a full Google Ads account audit, located the problems, identified ineffective keywords, and paused those ineffective keywords. We also fixed the tag settings on his conversions and changed his automated bidding strategy from ROAS to Target CPA.

      TACTICS

       

      • Cleaned up keywords and removed the ineffective ones from the ad campaigns
      • Adjusted the conversion value to their proper costs
      • Switched the bidding strategy to one that was more appropriate and successful

      The big thing that immediately helped us was feeling confident that we were on the right track regarding Google ads. They’re just set up with so much unknown with most business owners about how they work and what we’re supposed to be doing. Since then, we’ve seen a steady increase in the efficiency of our ads and our conversion rates. Peter has helped us out immensely with our lead generation.”

      Micah Haines
      Owner,
      Urban Exhale Massage Spa

      Results:
      More Leads for a Lower Cost & Spending Less Budget   

      Spending less money while paying less for conversions can be complicated, yet we accomplished this goal by studying conversion patterns, KPIs, goals, ad scheduling, keyword changes, and bidding optimization. 

      Some other key wins include:

      Learn more about our work with Google Ads and other digital advertising services.

      This was one of our best account makeovers that we have optimized—and in such a short time. We were able to deliver on everything the client wanted: more conversions for a lower CPA in one month, all while spending less budget! Mission accomplished.”

      —PETER FRISA
      Senior Paid Search & Programmatic Advertising Strategist
      JB Media Group

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