Waste Removal Google Ads
Griffin Waste Dumpster Rental
Google Ads Case Study
- Client/Company Name: Griffin Waste Dumpster Rental
- Campaign Duration: April 2023 - Ongoing
- Campaign Objective: Promote maximum conversions and sales for their budget over the seasonal rush.
Griffin Waste Dumpster Rental partnered with Succeeding Small to enhance their online visibility and drive conversions during their peak season through Google Ads. The campaign, which began in April 2023, aimed to maximize sales within a constrained budget. With a strategic focus on highly relevant keywords and ad groups, we launched the campaign on May 11th, 2023, with an initial budget of $81 per day. Our approach involved targeting the most frequently searched terms in the dumpster rental industry to attract customers at the final stages of their purchasing journey.
By closely monitoring performance and continuously optimizing the campaign, we were able to achieve notable improvements in key metrics. This case study highlights the strategies employed, the challenges faced, and the results achieved, demonstrating the effectiveness of our targeted and adaptive approach to Google Ads for small businesses.
Initial Campaign Setup
- Campaign Launch Date: May 11th, 2023
- Budget Allocation: $81 for one campaign
- Ad Groups Created: Initially three ad groups
- Ads Created: 3 ads
- Keywords Added: 19
We started the campaign out with three themed ad groups targeting some of the most frequently searched terms supporting the client’s industry, and those were:
- Dumpster Rental Services: Targeting the general needs of people requiring dumpster services in their area.
- Dumpster Rental Prices: Targeting users who have already actively searched for information about dumpster rental.
- Dumpster Sizes: Targeting users looking for information on dumpsters requiring specific dimensions.
There were other themed groups that we could have considered targeting, for example, creating ads that target the different needs of homeowners, contractors, or businesses that require temporary waste management solutions for construction, renovation, or other projects. Because we were operating on a very tight budget, we stayed focused on the lowest funnel terms most likely to promote conversions.
Key Achievements and Insights
Focused
Targeting
Optimized Click-Through Rate (CTR)
Improved Conversion Metrics
Cost Efficiency
Potential for Further Expansion
Optimizations and Adjustments
One of the challenges we experienced when trying to get relevant traffic for this client was ensuring we attracted the right kind of customers. The client’s dumpsters can only be used for specific purposes, such as household junk, discarded furniture, and renovation debris.
Their website has hazardous waste guidelines that might exclude some users who want a dumpster. Most notably, the dumpsters aren’t meant for garbage disposal.
Another challenge for the client was that they only had one dumpster size (10 yards), even though some customers might require longer or larger dumpsters. They would rent two dumpsters at a time to work around this limitation, creating what they called a “20-yard dumpster solution.” While this is an option, it might not be exactly what some customers require.
Because of these limitations, we ended up pausing the Dumpster Rental Sizes ad group due to poor performance.
Strategies Implemented
To attract the most relevant customers, we paid particular attention to the selected keywords that received clicks and the search terms that triggered those clicks. We eliminated irrelevant terms using negative keywords by continuously monitoring the performance data and assessing behavior. This ongoing refinement ensured that our ads were shown to users whose search intent closely aligned with the client’s offerings.
Though this practice is a standard procedure for all our clients, it’s essential to note that the account matured through ongoing observation and management.
As we gathered more data and insights, we fine-tuned our targeting parameters and optimized the campaign.
For example, we set any keywords regarding landfills or garbage disposal to negative. We were also looking for competitor brand names, as showing ads during such searches is only sometimes beneficial.
Results of Optimizations
Conversion Tracking
We established tracking for ads and analytics using Google Tag Manager, and the built-in call tracking is included on the Google Ads platform.
Usually, we use thank you page views as conversions to track the number of people who sign up with a form. Still, we have sometimes developed more technical tracking solutions that only fire when someone completes and submits an online form.
There are calls-from-website conversions that trigger when anyone calls from the number posted on the client’s website. It isn’t unusual for users to visit the website on mobile and then click the phone number link to call them.
There is also tracking on Google Ads from the call extension when anyone dials the number directly from the ads when they show in search results.
Budget
Allocation
- Initial Budget Allocation: We initially started the campaign with a budget of $81 per day or $2,452.40
- We kept this steady with the three responsive search ads in a singular campaign, monitoring the performance of the included keywords and making adjustments.
Recommendations for Future Campaigns
Conclusion
In conclusion, our focused approach to the dumpster rental campaign yielded significant results. We ensured relevance by targeting specific user needs through themed ad groups, leading to optimized click-through rates and improved conversion metrics. Despite the challenges regarding limited dumpster sizes and usage guidelines, our continuous monitoring and refinement allowed us to attract the most relevant customers through negative keywords and strategic adjustments.
Our results underscore the importance of prioritizing quality over quantity in advertising efforts. While the total number of impressions and clicks decreased, the increase in click-through rates and conversions demonstrates the effectiveness of attracting highly relevant traffic. This approach not only drove higher engagement but ultimately led to better conversion results for the client.
Moreover, our implementation of robust conversion tracking methodologies, including Google Tag Manager and call tracking, provided us with comprehensive insights into campaign performance and user behavior. This allowed us to optimize budget allocation effectively, ensuring efficient resource use throughout the campaign.
There is potential for further expansion and refinement of the campaign strategy.
Overall, our strategic approach, continuous optimization efforts, and utilization of advanced tracking techniques have laid a strong foundation for future success in our dumpster rental advertising campaigns.
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