The client had been spending a significant amount of time managing their own Google Ads and felt they
We started working together as of July 2019.
There were no (meaningful) goals set up in Google Analytics.
The one current goal that was defined was views of a specific page (called Book Online). Page views of this page unfortunately do not give us sufficient insight into whether or not visitors are likely to book.
We created new goals:
Covid-19 hit March 2020 and advertising was halted from March until May.
Given the lack of travel during the pandemic, demand for doggy day care had decreased significantly therefore we decided to pivot and try Facebook Ads as a means of push marketing to supplement the pull marketing of Google Ads.
We changed the focus from “board your dog while on vacation” to “give your dog a break from you” since people were working from home. We devoted 50% of our media buy to Facebook Ads.
Decreased spend by 79%
Created 5 KPIs to measure conversions
Leads up 29% using a combination of Facebook and Google ads
In the face of a pandemic, utilizing a combination of push and pull marketing channels, we were able to generate more leads than we were the previous year.
The client indicated that they were receiving more calls and emails from new customers.
Since we created new conversion goals only in July of 2019, it would be September 2020 before we could measure year over year progress.
By September of 2020, compared to September 2019, through a combination of Facebook and Google Ads, conversions were up 29% compared to the previous September.