Discover how Granstone generated high-quality kitchen countertop leads and achieved exceptional ROI with our Google Ads strategy.
Granstone, a premier home renovation and kitchen countertop company based in Ottawa, specializes in custom kitchen, bathroom, and whole-home renovations.
They are known in the Greater Ottawa Area for their high-quality craftsmanship and exceptional customer service.
Inside Granstone’s Ottawa office
Despite their stellar reputation, Granstone faced challenges in scaling their business through Google Ads:
- Previous Google Ads campaigns struggled to generate enough leads and meet their targets.
- Their team didn’t have the experience of running effective Google Ad campaigns on a $100/day budget.
- Struggled to track conversions since Google Tag Manager was not set up properly. This sent wrong conversion data to Google Ads, making metrics inaccurate and hindering campaign optimization.
- Were unclear on how to improve their landing page, which led to higher costs per customer conversion.
- Targeted too broadly, attracting irrelevant traffic and low-quality leads.
Our onboarding process takes a detailed look at our client’s business to set the foundation for a successful campaign. For Granstone, we:
- Identified Granstone's strengths by asking what sets their business apart from competitors, why customers choose them, and any competitive advantages they offer. We used this information to make the ads as relevant and effective at driving conversions.
- Identified their most profitable offerings such as quartz and granite countertops to ensure the highest return on ad spend.
- Worked with Granstone to develop offers like a free sink promotion and price match guarantee to give customers a strong incentive to become leads. Customers always love to feel that they're getting a great deal.
The exclusive offers implemented on Granstone’s landing page to improve conversions and give customers an incentive to request a quote.
- We understood their customers' pain points, like long installation times and hard-to-maintain countertops, and incorporated this into the ad headlines and landing pages. This made the messaging connect better with their audience to improve click-through and conversion rates.
- We drew out their service area to ensure we only targeted their desired audience.
The targeted area for Granstone’s Google Ads campaign, focusing on Ottawa and Gatineau to reach the right audience.
- We collected Granstone's photos of their showroom and countertops and incorporate them into the ads and landing pages.
We prioritized showcasing the showroom high on the landing page, as customers often look for a place to visit, which also adds credibility to Granstone’s brand.
Our onboarding procedure ensures we have all the necessary information to run effective Google Ads and landing pages.
We created a customized Google Ads strategy to address their challenges and hit their targets:
- Set up conversion tracking to track all conversions, including contact form submissions, free quote requests, phone clicks, and email clicks. This allowed us to measure ROI, follow up with the sales team, and provide better conversion data to Google Ads.
Google Tag Manager setup for tracking all conversions on the website, ensuring accurate data for optimization and campaign performance.
- We segmented campaigns for specific countertop types like granite and quartz. This allowed our team to have better budget control and ad optimization.
- Reviewed and adjusted their landing pages to increase conversions. Changes included adding high-quality showroom photos, showcasing customer testimonials, and making offers more visible.
- Leveraged their free sink promotion and price match guarantee in ad copy to make Granstone stand out from competitors.
Our team utilized the offers from onboarding to create appealing ad headlines, helping Granstone stand out from competitors running similar ads.
Once the ads went live, our team maintained close communication with Granstone to fine-tune the campaign:
- Monitored search terms and added negative keywords for any types of countertops Granstone doesn’t offer to ensure we don't waste any ad budget.
- Implemented a Performance Max campaign to utilize the full ad budget and ensure Granstone was visible across as many platforms as possible.
Samples of the Performance Max ads and how they appear on YouTube, helping Granstone reach a wider audience across multiple platforms.
In just one month, Granstone’s Google Ads campaign delivered outstanding results:
- Total Ad Spend: $3,120
- Leads Generated: 20 high-quality conversions (Cost Per Conversion: $156)
- Secured Revenue: $25,767.90 in confirmed deals
- Return on Ad Spend (ROAS): $8.25 for every $1 spent
Overview of Granstone’s Google Ads campaign, showing key metrics such as clicks, conversions, cost per conversion, and overall cost.