PPC Case Study: More Calls, Store Visits and Sales For a Leading Marble & Tile Company

Tile Store Situation Appraisal

Client is a large and established tile store company with 3 retail locations in the San Diego, California area.
Client was challenged in a competitive industry to acquire more sales leads and walk-in retail traffic.
Much of their digital advertising dollars was invested in an under performing, unoptimized, and limited Google AdWords Express campaign with poor conversion tracking and low lead volume.
Client wanted to increase phone call leads and in-store walk-in traffic with more efficient ad spend. Client approached Atkins for a customized PPC solution.

After an extensive audit of the existing Google Ads account, Atkins formulated a custom PPC strategy to garner strong performance for this marble and tile store. This included the addition of remarketing campaigns, account restructure in Google Ads, new keyword sets, fresh ad copy, geo targeted campaigns for each of the 3 store locations, display ads, advanced call tracking, and in-store visit and local action conversion tracking.
The primary goals of this campaign were to increase number of call leads, increase ad click related store visits and decrease Cost Per Lead each month.
With all the right tactics in place, Atkins was able to meet campaign goals and generate strong results for this client that aligned with PPC investment and objectives.

Account structure was based on an outdated AdWords Express setup that favored a “cruise control” set it and forget it strategy.
Keywords structure was primarily broad match and limited.
Conversion tracking not set up for full optimization
No advanced call tracking
Campaign structure not broken down by geo store locations
No ETA ads and existing ad copy was weak
No display ads
No audience targeting

* 9/19 to 6/20

Stuart Atkins