Industry: Solar Panel Cleaning

Objective: Increase brand awareness and trial for local customers

Background: Higher competition on solar panel cleaning terms had caused ASCP's leads to decline and cost/lead to increase. The higher CPA was making Google Ads unprofitable due to the lack of lead volume

Challenges:

• High Competition: Auction size was over 12 different companies outside of the ASCP, especially among high-value keywords

• Seasonality: Demand for roofing services fluctuates with seasons, impacting lead generation

• Lead Quality: Calls coming in were often for solar panel installers, not panel cleaners

Strategy:

To address these challenges, we implemented a Google Ads strategy to focus on improving the efficiency of the existing campaigns:

• Keyword Audit: Conducted to uncover underperforming keywords that were high spending without generating leads. The worst performers were paused

• Match Type Rules: majority of broad-match keywords were paused or shifted to phrase-match to avoid matching to unwanted terms

• Increased Bids: A smaller keyword assortment allowed ASCP to bid more aggressively on high-value terms and preserved its monthly budget

• Seasonality: Adjusted bids and ad schedules based on seasonal trends to maximize visibility during peak times

Results:

The above Google Ads strategy lead to a significant improvement in ASCP lead volume and efficiency:

• Increased Lead Volume: Lead volume increased 80% after implementing the new keyword assortment

• Improved Cost Efficiency: CPA fell 49% as a result of the higher lead volume

• Better Lead Quality: Removing broad match helped boost the lead closing rate