Share an example of a keyword strategy that significantly boosted a campaign's performance.

A keyword strategy that significantly boosted a campaign’s performance involved shifting the focus from broad, competitive keywords to long-tail keywords within a niche market. The client was operating in a highly competitive industry, which meant that the broad keywords they initially targeted were driving a lot of traffic but not necessarily leading to conversions. After conducting in-depth keyword research using tools like SEMrush and Google Keyword Planner, we discovered that while the search volume for long-tail keywords was lower, these searches were highly specific and indicated a strong intent to purchase or convert. We refined the campaign to focus on these long-tail keywords, such as "affordable eco-friendly office furniture" instead of the more generic "office furniture." As a result, we attracted a smaller but much more relevant audience. This change led to a higher conversion rate because the traffic coming to the website was more qualified. In addition, the cost-per-click (CPC) for long-tail keywords was significantly lower, meaning we could maximize the client’s budget and generate more conversions without increasing the ad spend.

I had a client in the floor coating niche. They were heavily reliant on brand and many of their campaigns were overlapping, with similar keywords targeting similar areas, and the same keywords in different ad groups it was a complete mess.

I decided to consolidate the efforts and take a more simplified approach, focusing on one campaign, with one ad group and around 20-25 high-quality keywords.

Keywords with transactional intent, “local”, “near me”, and including their location.

Whilst I can’t specifically remember the results of this, I do remember the client having more consistent conversions each and every month, almost guaranteed daily conversions.

I worked with a personal injury firm in NYC that was struggling with high costs per call and per lead. I completely overhauled their Google Ads strategy and approach. Here’s a keyword strategy that significantly boosted their Google Ads performance:

One of the key updates involved implementing a targeted long-tail keyword strategy that dramatically improved their campaign results, including:

• Incorporating city and state names to target potential clients within their service area.
• Using keywords that targeted the specific types of personal injury cases they handled.
• Adding phrases like "free consultation" and "near me" to capture users ready to take action.
• Utilizing longer, more specific phrases to reduce competition and costs.

Specifically, I shifted the focus away from broad, highly competitive keywords like "personal injury lawyer," which drove a lot of low-converting traffic. Instead, I targeted highly specific long-tail keywords such as: "car accident lawyer free consultation NYC", "slip and fall attorney near me", "motorcycle accident compensation lawyer New York".

I updated the campaign ad group structure so that the ads and landing pages were highly better matched specific search queries, improving quality scores.

I also incorporated negative keywords to exclude irrelevant searches like "law school" and "jobs."

As a result, the quality of traffic improved significantly, leading to more conversions at a lower cost, leading to:

• 53% increase in click-through rate
• 108% improvement in conversion rate
• 87% increase in ROAS

The long-tail keyword worked for several reasons. These specific searches indicated high-intent users who knew exactly what legal services they needed, increasing the likelihood of conversion. While long-tail keywords had lower search volumes, they also had much lower competition, significantly reducing costs. By focusing on local and service-specific terms, the firm reached potential clients more likely to need their services. This strategy allowed the law firm to reach their ideal clients more efficiently and cost-effectively, leading to substantial growth in their practice through well-targeted Google Ads.