Client Overview
Gerald Franklin Agency, a specialized liquor licensing agency based in Texas, provides expert guidance in securing and managing liquor licenses for bars, restaurants, and other businesses. Despite their industry expertise and established reputation, they faced challenges in efficiently acquiring new leads through paid advertising. To overcome this, Gerald Franklin Agency partnered with GrowthIQ Digital for a strategic overhaul of their Google Ads management and Conversion Rate Optimization (CRO) processes.
Challenges
Before collaborating with GrowthIQ Digital, Gerald Franklin Agency was investing heavily in Google Ads but struggling to achieve an efficient cost per acquisition (CPA). Their existing campaigns had high click-through rates but were not converting effectively, resulting in a costly CPA of $111.50. This inefficiency meant they were spending a significant portion of their budget on unqualified leads, negatively impacting their return on ad spend (ROAS).
The primary challenges included:
- High CPA due to under-optimized Google Ads campaigns.
- Lack of effective conversion tracking, making it difficult to measure campaign success accurately.
- Low conversion rates on landing pages, leading to wasted ad spend.
- Inefficient audience targeting leading to a high cost per lead and a high percentage of unqualified leads.
To address these issues, the agency required a comprehensive Google Ads strategy combined with a focused CRO approach to optimize their landing pages and reduce their CPA.
Solution: An Integrated PPC and CRO Strategy
GrowthIQ Digital implemented a tailored strategy to optimize Gerald Franklin Agency’s Google Ads campaigns and landing pages, significantly improving their lead acquisition efficiency and reducing costs.
Step 1: Google Ads PPC Management to Lower Acquisition Costs
To optimize Gerald Franklin Agency’s advertising efforts, we focused on refining their Google Ads campaigns through advanced targeting, bid adjustments, and ongoing monitoring.
- Keyword Optimization: We conducted in-depth keyword research to identify high-intent search terms such as “Texas liquor license agency,” “alcohol permit texas,” “wholesale liquor license,” etc. These keywords were refined to integrate into the ad copy and structured campaigns to drive more qualified traffic, specifically B2B customers in the retail space.
- Ad Copy Refinement: We crafted compelling ad copy that highlighted the agency’s unique expertise and industry experience. By incorporating targeted messaging and clear calls-to-action, we ensured higher relevancy scores and better click-through rates.
- Audience Targeting & Bidding Strategy: We utilized audience segmentation to target businesses specifically seeking liquor licensing services in Texas reducing wasted spend on individuals looking for server training and food handler related queries. Through manual bid adjustments and smart bidding strategies, we optimized budget allocation towards high-converting audiences, significantly lowering wasted ad spend.
- Conversion Tracking & Analytics: GrowthIQ Digital implemented robust conversion tracking to accurately measure form submissions, phone calls, and other lead generation actions along the conversion funnel. This allowed us to set up campaigns optimized for valuable business goals based on real-time performance data, ensuring continuous improvements.
Step 2: Conversion Rate Optimization for Enhanced Lead Generation
While optimizing Google Ads helped attract the right traffic, we needed to convert that traffic efficiently. To do this, we focused on refining the agency’s landing pages through a detailed CRO strategy.
- Landing Page Redesign: We redesigned landing pages to include clear, concise content emphasizing Gerald Franklin Agency’s expertise, client testimonials, and a prominent call-to-action. We also streamlined the inquiry form to reduce friction and encourage more conversions.
- A/B Testing: By running A/B tests on headlines, images, and form layouts, we identified the most effective combinations that increased conversion rates. Key metrics such as bounce rate, session duration, and form submissions were monitored to drive iterative improvements.
- User Experience Enhancements: The landing pages were optimized for mobile users, ensuring a seamless experience across devices. We also integrated social proof elements, such as client reviews and trust badges, to build credibility and encourage conversions. These included features such as:
- Redesigned forms to reduce user fatigue and improve form completion rations
- Floating sticky call to actions buttons on mobile to allow more form interactions
- Lazy loading images and deferring offscreen media to increase page load speed
- Minimizing bounce rate with exit-intent popups.
Results: Significant Reduction in Cost per Acquisition
GrowthIQ Digital’s integrated approach to Google Ads management and CRO delivered impressive results for Gerald Franklin Agency. Over the course of three months, the agency saw a dramatic reduction in their CPA from $111.50 to $30.46 — a decrease of over 72%.
- CPA Reduction: From $111.50 to $30.46, resulting in a 72.7% decrease in cost per acquisition.
- Increased Conversion Rate: Improved landing page conversions due to optimized design and A/B testing, leading to a higher volume of qualified leads.
- Higher ROAS: The reduction in CPA and increased conversion rate allowed Gerald Franklin Agency to allocate their advertising budget more efficiently, driving a higher return on ad spend.
Ongoing Strategy and Continuous Optimization
To maintain these results and drive further growth, GrowthIQ Digital continues to monitor and optimize Gerald Franklin Agency’s campaigns.
- Performance Tracking: Using Google Analytics and campaign data, we regularly analyze performance metrics to identify new opportunities for optimization.
- Landing Page Updates: As user behavior evolves, we continually adjust landing pages and ad copy to align with current trends and client needs.
- Data-Driven Insights: Regular reporting provides insights into campaign performance, helping the agency refine its overall marketing strategy.
Conclusion: A Thriving Online Presence and Improved Lead Acquisition
Through GrowthIQ Digital’s expertise in Google Ads management and CRO, Gerald Franklin Agency was able to significantly reduce their advertising costs while increasing the efficiency of their lead generation efforts. The partnership not only optimized their paid advertising strategy but also positioned them as a leading liquor licensing agency in Texas, attracting more qualified leads and maximizing their marketing ROI.
Key Takeaways
- 72.7% reduction in CPA from $111.50 to $30.46.
- Improved conversion rates through optimized landing pages.
- Sustainable growth in high-quality leads, allowing Gerald Franklin Agency to focus on serving their clients more effectively.
This case study demonstrates how a data-driven approach to PPC management and CRO can drive substantial cost savings and improve lead quality for specialized service businesses.