Paid search was managed against the previous year with relatively flat performance year over year. The accounts appeared to be thoughtfully managing spend, but not aggressively seeking new opportunities and increases in performance.
We reviewed the accounts and set up more granular tracking of conversion data by ad and ad group. This new approach painted a clear picture into performance and we launched a plan to regularly A/B test keywords, creative, and landing pages based on new performance metrics and ROAS goals.
We delivered 23% more traffic and 27% more conversions at a 31% decrease in ad spend, driving their highest year-over-year revenue growth ever. With more budget allocated, paid search is now seen as their top growth channel.