How Eazy Dog Training Increased Bookings By 36%

From oversending on low quality traffic to receiving a steady flow of confirmed bookings.

Challenges Faced By Eazy Dog Training

Eazy Dog Training provides group and private dog training services in the Inner West suburbs of Sydney. They had worked with several agencies over the years and could not gain any traction with their Google Ads campaign. They faced the following challenges:

High ad spend but low-quality traffic

A significant decline in group training bookings

Lots of low-intent phone calls eating up the client’s time

Constantly losing bookings to competitors with better landing pages

Lack of clarity over which keywords drive bookings

What We Did

Performed Detailed Audit

We reviewed the account’s historical performance to identify improvement opportunities. Our detailed audit covered everything from reviewing the performance of bid strategies to the search terms triggered by each keyword.

Re-Structured Campaigns

Our initial audit uncovered a significant amount of keyword overlap between campaigns. Additionally, we found that brand and non-brand terms were being targeted in the same campaigns. We divided the campaigns into structured themes and re-organised the target keywords into the most relevant campaign.

Removed Duplicate Search Terms

Given the poor structure of the campaigns, search terms were being triggered by multiple ad groups, which caused internal competition. We meticulously combed through the search terms and re-structured the ad groups to ensure that each keyword triggers the most relevant ad.

Analysed Competitor Ad Copies

Using the Auction Insights report, we could pinpoint the competitors bidding on the same keywords as our client. We leveraged the Google Ads transparency centre and Semrush PPC tools to uncover the unique selling propositions of our competitors.

Modified Responsive Search Ads

The headlines and descriptions were modified to more clearly highlight our client’s points of differences. Our aim was to craft compelling ad copies that stood out from the rest of the ads and incentivised a click from targeted traffic.

Expanded Keyword Targeting

A keyword gap analysis was performed to identify keyword expansion opportunities. We short-listed relevant keywords with transactional search intent and tested these as target keywords in our search campaigns.

Resolved Conversion Tracking Issues

We identified the required conversion actions on the landing pages and configured tracking via Google Tag Manager. The most valuable conversion actions were set to primary to ensure that our campaigns are bidding on these actions.

Tested Landing Page Variants

We designed and developed new landing pages to further improve conversion rates. Ad variation experiments were configured to split-test the impact of the new landing pages.