Overview
Collett & Sons ran Google Ads campaigns to generate enquiries from potential heavy haulage and logistics clients. I was responsible for optimising these campaigns to improve performance and reduce wasted spend.
The challenge
The existing campaigns had high cost-per-click and moderate click-through rates. Targeting needed refinement to reach the right decision-makers in power, energy, and industrial transport.
My approach
Audience Targeting: Refined audience segments to focus on industries most likely to need heavy haulage services: renewable energy, transformer manufacturers, and construction.
Keyword Refinement: Analysed search term reports to identify high-performing keywords and eliminate irrelevant ones. Added negative keywords to tighten targeting.
Ad Copy Testing: Ran A/B tests on headlines and descriptions, testing different value propositions to find what resonated most.
Bid Strategy: Adjusted bidding strategies to prioritise high-intent searches while maintaining cost efficiency.
Results
- Cost-per-click reduced by 22%.
- Click-through rate increased by 35%.
- Improved enquiry quality from better-targeted campaigns.
Tools used
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I take on freelance projects and I’m always happy to chat about new roles.