How did one business grow from zero to over 10 billion VND in revenue in just 12 months using Google Ads? This case study reveals the exact Google Ads strategy that made it happen.
Business Background
The business in this case study is a newly established interior design company. They had virtually no consistent revenue and were operating at a loss due to overhead costs. They also lacked a reliable customer acquisition channel. This is a common scenario for many small, local service businesses starting out. Our goal was to help them generate new customers through Google Ads.
Marketing Challenges
This business faced several specific marketing challenges:
- Target Audience: Their ideal clients were high-income earners willing to invest in large interior design projects. Identifying and targeting this specific demographic proved challenging.
- Timing: The business wanted to work with people moving homes or undertaking renovations, as these were larger, more profitable projects. Reaching the right audience at the right time was crucial.
- Geographic Limitations: The business needed to operate within a small geographic area due to the nature of interior design services.
- Limited Social Proof: As a new business, they lacked extensive reviews and project photos to showcase their capabilities.
Google Ads Strategy
To address these challenges, we implemented a Google Ads strategy focused on Search Campaigns, prioritizing purchase intent. We needed to ensure that leads contacting the business were genuinely interested in hiring an interior designer for a substantial project.
Specifically, we:
- Targeted Direct & Expensive Keywords: While many shy away from high-cost keywords, we found these delivered the highest quality leads.
- Utilized Broad Match Keywords: Due to limited search volume in the small geographic area, we leveraged broad match to reach a wider potential audience.
- Prioritized Lead Quality Over Cost: We were willing to pay a higher cost per lead, as long as the lead quality was assured.
- Employed “Calls to Action” in Ad Copy: We incorporated phrases like “moving home” and “home renovation” into ad headlines to attract the right target audience.
- Used Qualifying Ad Copy: We included starting price points for design projects (e.g., “Interior Design Projects from £50,000”) to filter out unqualified leads.
- Created a Dedicated Landing Page: We developed a separate landing page optimized for Google Ads to maximize conversion rates.
Results
This Google Ads strategy yielded impressive results:
- Cost Per Lead: Approximately £75 (equivalent to around 2.2 million VND).
- Lead Volume: 12-18 qualified leads per month.
- Conversion Rate: 1/12.
- Cost Per Acquisition: Roughly £900 (equivalent to around 26 million VND).
- Revenue: Over £324,000 (equivalent to over 10 billion VND) in the first 12 months.
Conclusion
A well-executed Google Ads campaign enabled this interior design business to effectively and profitably acquire customers. By focusing on lead quality and employing the right strategy, the business achieved remarkable growth in a short period.