Challenge

A battery replacement service, which provides a range of automobile batteries and delivery services for motorcycles, private vehicles, and trucks, faced issues with their SEM campaign. Before working with Primal, their self-managed SEM efforts struggled to accurately target the right audience. Although they managed to drive high website traffic, this did not result in a proportional number of conversions. Their ad strategy lacked efficiency, leading to missed opportunities in turning interested visitors into customers.

Express delivery, fast shipping

Approach

Primal proposed a strategic overhaul of the existing campaign structure to tackle these challenges. How Primal approached this involved a dual strategy: restructuring the campaigns and introducing A/B testing of different ad formats. They specifically tested Responsive Search Ads against Call Ads to find out which format was more effective in driving user engagement and conversions. This plan aimed to optimise ad spend and improve direct responses from potential customers through more streamlined ad formats.

Results

Primal implemented the new campaign structure and commenced A/B testing of the ad formats. How Primal introduced Call Ads was particularly impactful, as these ads enabled users to contact the service directly via a call button, greatly reducing the time from interest to action. This strategic move led to a 77% increase in conversion rates, a 79% increase in overall conversions and a 39% reduction in Cost per Lead, showcasing the effectiveness of Primal’s targeted approach and the value of enabling direct, immediate customer interactions through Call Ads.

I want these numbers

79%

Conversion Increase

77%

Conversion Rate Increase

39%

CPA Decrease

I want these numbers
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