Client Overview
A leading Houston-based energy software company providing innovative solutions for energy management, optimization, and compliance. Despite having a cutting-edge product, the company faced challenges in attracting new leads through digital channels. They partnered with GrowthIQ Digital to enhance their online presence and implement a targeted Google Ads strategy, driving high-quality leads and improving their website’s user experience to boost conversions.
Challenges
Although the client had a strong reputation in the energy industry, their online presence and paid advertising were underperforming. Their website was outdated, with a poor user experience and low conversion rates. Additionally, their Google Ads campaigns were not optimized, leading to high costs and low-quality leads. They needed a more focused and effective approach to generate higher-quality leads and improve their overall digital performance.
Solution: A Dual Approach of Google Ads Optimization and Web Redesign
GrowthIQ Digital crafted a tailored solution to revamp the client’s Google Ads strategy and redesign their website for better user experience and higher conversions.
Step 1: Google Ads Optimization to Drive Targeted Leads
Our first step was to overhaul the company’s Google Ads campaigns, resulting in a 45% increase in qualified leads and a 20% reduction in cost-per-lead (CPL) within three months. The optimization focused on:
- Keyword refinement: We performed in-depth keyword research to identify high-intent search terms like “energy software solutions” and “energy management software,” eliminating irrelevant, low-converting keywords.
- Ad copy improvement: We created compelling, industry-specific ad copy that highlighted the software’s unique value propositions, such as increased efficiency, cost savings, and regulatory compliance for energy companies.
- Bid strategy optimization: We implemented automated bidding strategies to maximize lead generation within the client’s target CPL.
- Targeted geo-location ads: Focused on regions with a high density of energy companies and industrial users in Houston and other energy hubs across Texas.
These efforts resulted in a 45% increase in qualified leads and a 20% lower CPL, delivering more value for the client’s advertising budget.
Step 2: Web Redesign for Improved Conversions
To complement the paid traffic improvements, GrowthIQ Digital redesigned the client’s website with a focus on improving user experience and increasing conversions. This resulted in a 30% increase in conversion rates. Key updates included:
- Streamlined navigation: We simplified the site’s navigation, making it easier for potential clients to explore software solutions and find relevant information quickly.
- Clear call-to-actions (CTAs): Added strong CTAs such as “Request a Demo” and “Get a Free Consultation” on every page, encouraging visitors to take the next step.
- Landing page optimization: We developed dedicated landing pages for each product, ensuring that Google Ads traffic was directed to highly relevant, conversion-optimized pages.
- Mobile-friendly design: Implemented a fully responsive design to cater to the increasing number of mobile and tablet users in the energy sector.
As a result, the website’s conversion rate increased by 30%, with more visitors engaging and converting into leads.
Step 3: Continuous Monitoring and Optimization
To maintain and build upon the success of the campaigns, we implemented ongoing monitoring and optimization:
- Performance tracking: Monitored key metrics such as click-through rate (CTR), conversion rate, and cost-per-lead to ensure the campaigns stayed efficient and aligned with business goals.
- Ad copy A/B testing: Regularly tested new ad copy variations to determine which messages resonated most with the target audience, further improving CTR and conversions.
- Landing page refinements: Made continuous adjustments to landing pages based on user behavior and feedback to ensure optimal performance.
Results: Significant Growth in Leads and Lowered Acquisition Costs
The combination of Google Ads optimization and a redesigned website delivered measurable, impactful results for the Houston energy software company:
- 45% increase in qualified leads within three months through targeted Google Ads campaigns.
- 20% reduction in cost-per-lead (CPL), improving overall ad spend efficiency.
- 30% increase in conversion rate on the website following the redesign and improved user experience.
- Improved ad performance: The enhanced Google Ads campaigns achieved a 25% higher click-through rate (CTR), attracting more relevant traffic to the website.