SEM Department
Wood Industry
Weathered Wood
Engagement: 1 Apr 2025 – 30 Sep 2025 (vs. 30 Sep 2024 – 31 Mar 2025)
Type: Performance Max
Goal: Leads
Click to Expand
Conversions up 148% at 57% lower CPL
Cost / Conversion
−57%
Verified headline metric over engagement period
Total Spend
$7,243
(was $6,790)
Monthly Budget
$1,200
Utilisation
100%
Traffic & Channel Performance Metrics
Before vs. After ComparisonImpressions
323,707
From 376,794
−14.1%
Clicks
3,439
From 3,694
−6.9%
CTR
1.06%
From 0.98%
+8.2%
Avg. CPC
$2.11
From $1.84
+14.7%
Impr. Share
<10%
From 13.21%
—
Conversions, Revenue & Commercial Impact
Conversions
719.1
From 289.5
+148.3%
Conv. Rate
5.79%
From 2.09%
+176.7%
Cost / Conv.
$10.07
From $23.45
−57.1%
Strategic Optimisations Executed
- Enhanced audience targeting by incorporating custom audiences, in-market segments, and detailed demographic signals across both campaigns.
- Leveraged high-performing search insights by adding top-converting search terms as search themes.
- Continuously improved creative performance by identifying and replacing underperforming assets with more compelling and relevant ad creatives.
- Refined traffic quality through the exclusion of irrelevant placements, reducing wasted spend and improving overall campaign efficiency.
- Strengthened query control by implementing negative keywords to filter out non-relevant search traffic and enhance lead quality.
- Optimized delivery strategy by excluding underperforming devices and geographic locations.
Key Wins & Business Impact
- Achieved a 148.35% increase in total conversions while reducing cost per conversion by 57.05%.
- Drove a 181.87% growth in lead form submissions, demonstrating the campaign's success in generating a higher volume of qualified leads.
- Conversion rate improved by 176.70%, indicating a significant increase in campaign efficiency and user engagement.
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