How I attracted 200% more customers for car tinting local business with Google Ads
Every self-respecting digital marketing expert should be conducting discovery calls to align and understand his client's needs and goals. As such I did the same. After the call, I knew that my client had problems with people calling him for different services that he did not offer. So I had to address this carefully and point out some of his USPs (Unique Selling Propositions) in the campaign, so he could stand out.
After the call, it was time for keyword and competitor research. As it turned out this kind of business does not have a lot of competitors bidding for this kind of keywords, which were mainly related to car window tinting. After exporting all the connected keywords from the keyword planner I've mapped them by CPC and by priority from most expensive with lots of traffic to cheaper ones. See the screenshot below of how I've clustered them.
After identifying the keywords it was time to properly set all the negative ones. Remember my client didn't want to get calls for irrelevant services. So I've set the positive keywords in the campaign accordingly. Keep in mind that it is very important to set them on exact and phrase match, as well as in English and Bulgarian languages. (Because Bulgarian can be written in English and still be understandable for the population.)
After putting in all the keywords, it was time to set up the campaign. Of course, I was striving to have a campaign optimization score above 90%. To do that you need to have populated most of the headlines, and descriptions and to have site links and images.
Remember: Usually site links in Google Search Campaigns work wonders because they are easy to see by prospects.
That is how it should look like. You need to have site links, address, and phone (because the business is mainly working from calls and not form submissions)
Because my client wanted to get calls from his leads I've created a separate Ad only for calls. Which appears only when certain keywords are typed in Google search.
Of course, before setting up any campaigns you will most likely need to set up properly Google Tag Manager. Because without it you cannot track potential customers and cannot retarget them via remarketing.
Keep in mind that for this step you will need to work closely with developers to put the codes needed in the website, as I did.
Then the hard part comes - setting up trackings. In this case, I had to set up:
And then you will need to connect it to Google Ads, in order to get more accurate tracking from the campaigns in Google Analytics 4. From there you can analyze data and make the necessary corrections on the campaign or the website.
As everything was implemented correctly, after the first week we started seeing some conversions which were 3 to be exact. After another week, conversions started flowing he had 3 calls every second day. As it turned out the market for this kind of service in the city was small, so we counted that 5 leads per week as a huge success, as we reached the whole market for the city. This city has 300,000 residents, so you can imagine how very few of them want to tint their cars.
Here is a screenshot of the campaigns performance:
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