Google Ads – Reducing CPC in a highly competitive market

Case Study: WoodcraftWindows.co.uk

Woodcraft Windows sell and fit windows and doors with a difference.

Focused completely on the wooden windows market, they sell high-quality sash windows for traditional, period homes.

Being at the high end of a very competitive market means that getting clicks for terms like ‘sash windows’ can be very expensive.

Masters of Google Ads

For Woodcraft Windows we cut cost per click by 40% and increased conversions by 20% - more than halving their actual cost per lead.

Making sure every part of the process is working 100%

In general, our approach is always to make accounts as efficient as possible, increasing the likelihood of each click resulting in a conversion. In Woodcraft’s case, this was even more crucial. Having established that they were getting a good onsite conversion rate, we needed to keep a close eye on their ad spend, and that meant close monitoring on ad bidding in real time.

For some accounts, you can use Google’s automated bid strategies to effectively manage bid levels when the ads are live. But for Woodcraft Windows, where they focus on getting fewer, but high value, leads, this approach doesn’t work brilliantly. Instead, we used our own custom-built bid-management system that uses Google Ads performance metrics to set bid levels by keyword on a daily basis.

Using this, we can set how visible we want Woodcraft’s ads to be on Google on any one day and the system will incrementally adjust the bids to achieve this outcome.

“I had ambitious sales targets for my team and I am delighted to report that, since that Adsmith came on board, we have massively exceeded those targets.

In fact, at one point I even asked them to reduce the number of new sales enquiries temporarily so that our teams could focus on their outstanding orders in a timely fashion. New sales are important but delivering great customer service and looking after our clients properly is vital in this business.”

Martynas Vaitkevicius, Managing Director, Woodcraft Windows

Result: Google Ads – Reducing CPC by 40% with 20% increase in conversion

Using this approach, we cut year-on-year cost per click (CPC) by 40% while simultaneously getting a 20% increase in conversions. (In Woodcraft’s case, a conversion is a new sales enquiry). This meant that we spent less on ads, while increasing new leads and ultimately paying 54% less per lead.