Several services, a single page. The enquiries were not coming in.

Someone looking for an energy renovation of their home and someone who wants to design a new one have different questions, timelines and budgets. The campaign treated them the same way: the same generic keywords, the same ads, the same page.

The result was broad but poorly relevant traffic. Some visitors landed on a page about something else and left without getting in touch.

The problem was neither the budget nor the bid strategy, but the structure of the offer. With a single ad group and a single page, the campaign could not adapt the message to the searcher, and the data did not distinguish one service from another.

There was also a side effect: to contain spend, searches for the other services had been excluded over time. Without a suitable page for those people, excluding them was the only option.

1. One ad group for each service, with exact and phrase match keywords instead of generic ones.
2. Ads written for each service, with the ad headline matching the page headline: people looking for one thing find that thing.
3. One landing page for each service, each with its own message and its own enquiry form.
4. Routing between groups, so that each search reaches the right service and not a neighbouring one. Searches excluded in the past that had become relevant again were reopened.
5. Measurement: the enquiry submitted through the form as the main conversion; calls, emails and downloaded guides tracked separately.

The bid strategy stayed the same; the daily budget grew by about a quarter.

Comparison between the following eight weeks and the five immediately before, with the same bid strategy and the same measurement.

Visibility and traffic

• Impressions per day: +78%.
• Clicks per day: +59%.
• Cost per click: −21%.

Form enquiries

• Share of visitors who submit an enquiry: +92%, almost double.
• Cost per enquiry: −59%.
• Enquiries per month: three times those of the previous period.

All direct contacts (form, phone, email)

• Share of visitors who contact the practice: +55%.
• Cost per contact: −49%.
• Contacts per month: about two and a half times those of the previous period.

Guides downloaded

• Share of visitors who download the guide: +29%.
• Guides downloaded per month: double.

With one group per service, each enquiry now also shows which service it comes from. That is the information needed to decide where to move the budget.

One offer, one message, one page. People looking for a service must find an ad and a page about that service. Grouping different searches under a single message means paying for clicks that have little chance of becoming enquiries.

Segmentation also widens the audience reached. With one group and one page per service, the campaign can answer searches it previously had to avoid. Here it appeared on many more searches a day and paid less per click.

Separating services also serves measurement. With a single ad group you cannot tell which service brings enquiries. With one group per service the data arrives already split, and budget decisions are made on the numbers.

Not all conversions are worth the same. A quote request, a phone call and a downloaded guide indicate different levels of interest. Track them separately, and let automated bidding be driven only by the one that matters most.

Four checks to run on your account

1. One group per service. If you offer different services, each one must have its own ad group with its own keywords.
2. One group, one page. For each group, the landing page must be about the same service as the keywords.
3. Ad headline and page headline. People who click must find on the page the same promise they read in the ad.
4. Separate conversions by action. Form, calls, emails and downloads must be distinct actions, with a single primary one for automated bidding.