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Northstar

Google Ads Case Study: Northstar

Website: https://scaffolding.ca/

Business Name: Northstar

Objective: Lead Generation 

Location: Canada

Business Background:

Company Northstar is a provider of scaffolding, shoring, and other access solutions in Canada for over 50 years. They were looking to improve their lead generation efforts and boost their conversion rates to attract more qualified leads.

Google Ads Stats Before Starting the Campaign:

Optimisation points implemented:

  1. Optimised landing pages to increase the conversion rate of 
  2. Created enticing offers that provide value to visitors.
  3. Enhanced website user experience for better engagement.
  4. Implemented new keywords to increase traffic and conversion of the campaigns.
  5. Created compelling and relevant ad copy that includes keywords, highlights unique, and has a clear call-to-action (CTA).
  6. Implemented ad extensions such as site links, call extensions, and structured snippets to provide additional information and improve ad visibility.
  7. Tested different ad variations, headlines, CTAS, and landing page elements to identify the most effective combinations and improve campaign performance.
  8. Regularly reviewed and updated negative keyword list to exclude irrelevant searches and improve ad targeting.

Results:

  • Increased Traffic: Fetched a 30% increase in website traffic due to improved targeting and optimised content that resonated with their target audience.


  • Higher Conversion Rates: The optimised landing pages and persuasive CTAS resulted in a 40% increase in conversion rates, with more visitors taking the desired actions of downloading e-books, attending webinars, and signing up for trials.


  • Improved Lead Quality: By refining their target audience and optimising their messaging, Northstar attracted higher-quality leads who were more likely to convert into paying customers. This resulted in a 25% increase in qualified leads generated.


  • Enhanced User Experience: The website improvements led to a 20% decrease in bounce rates and an increase in average session duration, indicating improved user engagement and a higher likelihood of conversion.


  • Better ROI on Advertising Spend: With targeted paid advertising campaigns aligned with the optimised landing pages, Northstar achieved a 35% increase in the return on its advertising investment.

 

  • Data-Driven Decision Making: By continuously analysing the performance metrics and feedback from their lead generation efforts, Northstar made data-driven decisions to further optimize their strategies, resulting in ongoing 

improvements and sustained growth in lead generation.

Current Google Ads Stats