How we helped Dozenproducent achieve 67% conversion rate

Dozenproducent knocked on our door asking if we wanted to do an in-depth audit of the current Google Ads campaigns. This audit revealed pain points in the Ads account, including thousands of euros spent on irrelevant keywords and campaigns running without a preset objective. So let’s get started!

The challenge: more profitable and efficient advertising by generating more quotes and orders through Google Ads.

Dozenproducent is a company specializing in manufacturing, selling, and purchasing consignments of boxes. The company, located near Groningen, sells small and large batches of boxes, including from the website.

The situation before

How we saved €5.000,- monthly

The main search campaign focused on a huge number of keywords without any focus or strategy. The result of these settings was that a huge budget was spent on keywords that were completely irrelevant. Sometimes up to €40 was paid for a click.

An important conversion for Dozenproducent was requesting a quote via the website. On the quotation page, you could then indicate which products you would like to receive a quotation for, and any specific dimensions or other wishes.

It was important that the amount of quote requests coming directly from Google Ads would be measured. Because what was already being measured is if the visitor was on the quotation page for 30 seconds. But this did not mean that there was a quote request. So Google Ads used incorrect information.

This caused a lot of uncertainty in what the Google Ads campaigns yielded for them in terms of the number of quotes.

Our approach

1. The first thing we did in the account was convert the keyword targeting.
   The account used Broad keywords, which more or less gives Google a license to target keywords that are not relevant to you. By immediately converting this to Exact keywords (and thus becoming visible on the words that are interesting for Dozenproducent) we immediately saved approximately 60% of the budget. 
2. What we also started immediately is setting up conversion tracking correctly.
   So we measured the actual quote requests instead of just 30-second visits as described earlier in this case. Correctly setting up conversion tracking ensured that we had insight into how many quote requests were received via Google Ads and that we would also actively analyze this and manage the campaigns. 
3. We have also adjusted and consolidated the campaign structure.
   Unnecessary extensions had been paused and irrelevant automatic recommendations disabled. We focused on Box Producer’s most important products, the custom-made boxes, and created an effective campaign for this by only focusing on the most important keywords and setting them exactly.
   By writing relevant advertising texts and, among other things, using Dynamic Keyword Insertion (inserting the keyword in the header of the advertisement that is being searched for by the user), we have ensured that the advertisement better matches the search term to increase the click-through rate.
4. We also constantly responded to seasonal products, such as boxes for Christmas packages in the autumn.
   For this, we created separate campaigns with separate budgets so that we were as visible as possible with the advertisements at the most important times of the year. Separate landing pages had been created for this to also increase the conversion rate on the website.

In addition to the above actions, attention had also been paid to Server Side Tagging & Consent Mode V2 in the account so that we could optimize with the most reliable data according to the latest privacy guidelines. With Server Side Tagging we ensured that the data collected from the website and all online marketing channels was and remained the property of Dozenproducent (on its Server) and that we were not dependent on the so-called “Third-party cookies” from Google. By correctly setting Consent Mode V2, we also complied with the privacy guidelines regarding the storage of website cookies. This made the account future-proof.

The results

The first results were promising:

• within 6 months we saw that the conversion rate increased by 67% on the main search campaign

• the CTR increased by 45%

As a result, we were immediately able to increase the budget on the campaigns to push more growth in the account. There was a huge market potential!

Advertising is now only done on relevant search terms, which saves approximately €5.000,- of the budget per month compared to early 2024. The costs per conversion have fallen by 30%.

We now advertise more efficiently and we have more insight into what the Google Ads budget yields.