Case study - Pure Hydration
Poor tracking configuration
Multiple conversion actions that the previous themselves could not explain
Arbitrary values attached to conversion actions
All conversion actions listed as primary
This resulting in campaigns and keywords having over 100% conversion rate, making the data difficult to interpret
All ads directed to the website, which had a poor conversion pathway consisting of several clicks in order to reach the booking form
Lots of broad match keywords across multiple campaigns, causing significant overlap between the campaigns in addition to wasting ad spend on irrelevant search terms
Low lead nurturing funnel
The client (the owner of the two wellness spas) suggested that none of his actual revenue was coming from ads. This became apparent after he’d implemented GoHighLevel on his own to manage and nurture leads
Step 1
Creating new, service-specific landing pages was not only essential as a best practice, it was also the easiest way to clean up the tracking issues
We created dedicated landing pages for each service (i.e. IV infusions, IM injections, NAD+, etc.) and configured tracking and optimization to focus specifically on actual contact points: phone calls and form fill-outs.
Step 2
Split campaigns by location and built theme-specific ad groups (Infusions, Injections, Vitamins, etc.) with dedicated landing pages
Set non-primary actions as secondary conversions so Google prioritizes high-quality leads
Restricted traffic to traditional Search only (disabled Search Partners, Display Network, and Performance Max)
Implemented Target CPA bidding with a strict bid cap
Assigned all assets at the ad group level for maximum relevance and focus
Step 3
Carefully monitor and test landing page experience using MS Clarity, a tool which allows us to see how users interact with the page
How long do they stay? How far do they scroll? Do they click on anything they shouldn’t?
Step 4
Trim keywords that aren’t converting
Identify themes that do convert, but do not have their own ad group or landing
Create a new “branch” of the campaign to focus on this theme, maximizing visibility, improving clickthrough rate, and increasing conversions by better catering to their searches
Final Results
6 months of consistent month over month performance with an average of 12-15% conversion rate. At the time of this case study, October is shaping up to be the best month yet for a location that has historically struggled to compete with its sister location
