As a small business, it’s difficult to reach the people who need your services, especially when dealing with a specialization like ours. We compete with large corporations with huge ad spends, and tangentially related products and services. OO’s personalized approach included reviewing the leads we were generating to ensure we were in fact getting in front of the folks that needed us, allowing us to focus on actually serving those clients rather than marketing ourselves to them.
Challenge
TNOLA Languages is a leading provider of high-quality, comprehensive language services in the Gulf South region. Following a recent rebrand, TNOLA Languages engaged Online Optimism to increase awareness and website traffic. After a successful Google display, social ads, and SEO campaign, TNOLA Languages sought to redirect their budget toward lead generation in the New Orleans and Houston markets through Google search ads.
Insights
While TNOLA Languages is among the most qualified and trusted language service providers in the Gulf South, they operate in a niche industry and its search engine landscape is crowded with AI and machine-powered language software and inaccurate translation tools. Additionally, TNOLA sought to expand their presence into the competitive Houston market.
Fortunately, before the search campaign launched, Online Optimism constructed several conversion-optimized landing pages for key services identified by TNOLA. These pages not only formed a robust campaign foundation but, coupled with Online Optimism’s previous efforts to boost organic rankings, increased TNOLA’s visibility on the search engine results page.
Strategy
Entering a niche Google Ads landscape and a competitive geographic market prompted the Digital Ads team to start small — launching the campaigns with granular location and keyword targeting while meticulously stewarding the budget. To boost traffic, the team strategically expanded by implementing aggressive negative keywords, leveraging TNOLA’s industry expertise and call tracking to measure relevance.
Employing engagement-based conversions, the team trained Google Ads’ machine learning to automatically bid more aggressively for high-intent users. This surgical approach, coupled with the alignment of campaign keywords and dedicated landing pages, effectively targeted a highly-specific user group seeking precisely what TNOLA Languages offers.
Results
Narrowing in on Engaged Traffic
Starting with specific, geographically tight campaigns resulted in lower impression share during gradual expansions into larger markets. However, the click-through rate increased over time through rigorous negative keyword additions, signaling a growing and relevant audience.
Month | Impression Share | CTR |
---|---|---|
07-2023 | 79.17% | 9.57% |
08-2023 | 58.04% | 8.39% |
09-2023 | 42.24% | 6.77% |
10-2023 | 49.29% | 9.37% |
11-2023 | 49.46% | 9.58% |
12-2023 | 47.42% | 10.09% |
Delivering Specialized Leads
Once campaigns were fully expanded into larger, more competitive markets, the team lowered cost-per-click while continuing to bring in relevant leads through stringent negative keyword additions and consistent improvements to quality scores.
Month | Lead Conversions | Cost-Per-Click |
---|---|---|
07-2023 | 4 | $10.72 |
08-2023 | 4 | $18.98 |
09-2023 | 14 | $33.03 |
10-2023 | 11 | $16.91 |
11-2023 | 19 | $17.02 |
12-2023 | 14 | $16.01 |
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