Client Background
The client is a local service-based business aiming to improve lead generation through phone calls and direct customer interactions. Despite having an online presence, their digital footprint was underperforming — with low conversion volumes, high cost per acquisition (CPA), and limited visibility in search results.
The objective was clear: increase customer inquiries via calls, strengthen business profile engagements, and reduce acquisition costs through paid campaigns and SEO efforts.
Strategy Implemented
To achieve this, I executed a multi-channel performance marketing strategy:
- Google Ads (Call-Only Campaigns)
- Launched a highly focused “Call-Only” campaign designed to capture bottom-funnel intent.
- Implemented maximize clicks bidding strategy to increase visibility in a competitive market.
- Optimized campaigns by continuously refining keywords, improving ad copy, and monitoring impression share gaps.
- Google Business Profile Optimization
- Enhanced local SEO visibility with improved business listings.
- Actively encouraged interactions through calls and profile engagements.
- Used GBP Insights data to measure performance uplift over time.
- SEO (Google Search Console Insights)
- Focused on boosting organic traffic by tracking impressions, clicks, and CTR.
- Identified content and ranking opportunities to improve client’s average search position.
Category
Product Design
Clients
X_Design Studio
Location
Melbourne, Australia
Published
September 25, 2023
Results
Results
📱 Google Ads (PPC) Performance
- Conversions (Calls): Increased from 6 to 10, a +66% uplift.
- Conversion Rate (CVR): Improved from 20% to 15.87% with strong consistency.
- Cost per Conversion: Reduced by -60.96%, from ~£60+ down to £25.95 — demonstrating stronger ROI.
- Impression Share: Maintained ~35% visibility while reducing wasted budget.
📈 This highlights efficient scaling: more leads at less than half the previous customer acquisition cost.
📞 Google Business Profile (Local SEO) Results
- Calls from GBP: Jumped to 27 calls, a +1,250% increase YoY (vs Nov 2023).
- Total Interactions: Reached 78 interactions, a +1,200% YoY improvement.
🚀 The local visibility enhancements clearly drove more engagement and trust from nearby customers.
🌍 Google Search Console (Organic SEO) Results
- Total Clicks: 482
- Total Impressions: 28.7K
- CTR: 1.7%
- Average Position: 26.4
While paid campaigns and GBP optimization drove immediate results, SEO efforts improved brand presence in organic search. The steady impression growth sets the foundation for long-term lead generation beyond ads.
Key Takeaways
- ✅ Leveraging Google Ads call-based optimization rapidly increased lead volume and reduced acquisition cost.
- ✅ Strengthening Google Business Profile visibility exponentially grew local calls and interactions.
- ✅ Consistent SEO activity expanded organic visibility, ensuring long-term inbound reach.
Conclusion
Through a blended strategy of PPC, Local SEO, and Organic Search, the client saw dramatic improvements in conversions, cost efficiency, and customer engagement.
This campaign demonstrates how strategic alignment between paid media + organic visibility can transform a struggling online presence into a powerful growth channel.
📌 Overall Impact:
- More calls.
- Lower acquisition costs.
- Stronger local presence.
- Scalable foundation for continued ROI growth.
