How Absolute Scapes swapped SEO spend for Google Ads and now converts 30% of clicks
Absolute Scapes were paying an SEO agency every month and ranking for nothing that brought in work. We moved the budget to Google Ads, built a landing page for it, and the campaign now turns three clicks in ten into an enquiry.
The problem
Absolute Scapes lay driveways, paths and slabs across Perth. Exposed aggregate, honed finishes, the work you notice when you pull into someone's place. Sam had been paying an SEO agency low thousands a month for some time, and the site had almost nothing to show for it.
What it did rank for was reading material. Its best position was ninth, for exposed aggregate colours, which is a search someone runs while they are still picking a look. The terms that come with a job attached, aggregate concrete and exposed aggregate driveway, sat around position 25, three pages deep. Sam did not want a ranking report. He wanted the phone to go.
What we did
Sam came to Postclick, our landing page business. Our read was that the SEO money was buying nothing he could use, and that the same budget spent on clicks would put him in front of people who were ready to book. Three pieces of work, in order.
The results
Leads went up every month. May brought 44 conversions, June 53, July 56, August 61, each on about $3,000 of spend. Then September moved.
From 1 to 17 September the campaign took 220 clicks and returned 67 leads, a 30.45% conversion rate, on $1,802.92. That is more leads than August delivered in a full month, for about $1,200 less. The account is still being worked on: negatives every month, phrase match going in, and more volume to find.
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