CASE STUDY: 
PPC

CHALLENGES:

  • Seasonal Demand - Drop Off-season searches for dog-walking services declined by nearly 40% year over year.

  • Budget Efficiency - High cost-per-conversion ($86.58) strained ad spend without commensurate bookings.

  • Audience Re-Engagement - Past site visitors showed low intent, requiring a structured remarketing strategy.

PROBLEM:

A dog-walking and pet sitting business experienced a sharp dip in bookings due to seasonal factors.

With a decrease in organic traffic and leads, the challenge was to generate high quality leads and maintain revenue momentum until peak season returned.

SOLUTION:

  • Geotargeted Search & Display Campaigns - Defined precise service-area radii around high-traffic neighborhoods. Allocated budget dynamically based on historical conversion rates per ZIP code.

  • Remarketing Segments - Built custom audiences from past site visitors and launched display ads with tailored offers.

  • Search Space Exclusions & Scheduling - Blocked low-intent queries using negative keywords. Analyzed performance to concentrate bids during peak conversion windows.

  • Landing Page & UX Optimization - Create custom landing page with embedded booking form and strong CTA anchor text to increase conversion rate. Added trust elements—testimonials, Pet Tech certifications and local awards —to reassure prospective clients.

Cost per conversion for 3 month PPC Campaign

Reduction in cost-per-conversion for a three-month off-season Google Ads campaign—an 81.2% decrease from $86.58 to $16.29.

RESULTS:

  • Reduced Cost-Per-Conversion from $86.58 to $16.29 (81.2% decrease)

  • Unique leads via WhatConverts rose from 34 (Feb–May 2023) to 43 (Feb–May 2024)—a 30% lift in organic inquiries

  • Remarketing ads delivered a 25% higher click-through rate than cold search campaigns

  • Client retained steady increase in revenue through the off-season and positioned for stronger seasonal growth

Project Date
FEB 2024 - MAY 2024

My Works