Kitchen Renovation PPC Success: 35% Lower Costs & 2x Industry CTR
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For more detailed information, please feel free to review my resume HERE, email me at moc.sedlina@tnecniv, or contact me through THIS form.
Results
- 33.3% lower Facebook cost per lead (dropped from 150 AUD to 100 AUD).
- 35.7% reduction in Google Ads cost per lead (from 140 AUD to 90 AUD).
- 6.91% CTR on Google Ads, doubling the 3.17% industry benchmark.
About The Client
A premium kitchen renovation company based in Sydney specializing in custom, high-end designs. Known for craftsmanship and personalized service, they struggled with costly and low-quality leads despite strong offline referrals.
The Problem
Their digital campaigns faced critical inefficiencies:
- Skyrocketing costs per lead on Facebook and Google Ads.
- Low click-through rates (CTR) due to generic ad messaging.
- Leads often had mismatched budgets or unrealistic timelines.
- No unified system to track lead quality or nurture prospects.
My Solution & Implementation
1. Audience Segmentation:
Separated campaigns for “luxury kitchen renovation” (targeting homeowners) vs. “commercial kitchen design” (targeting businesses). Used Facebook’s income-based targeting and Google’s in-market audiences for high-budget clients.
2. Keyword & Ad Optimization:
Focused on long-tail keywords like “bespoke kitchen designer Sydney” and “custom cabinetry quotes.” A/B tested ad copy emphasizing deadlines (e.g., “Ready for Christmas?”) to drive urgency.
3. Landing Page Revamp:
Built dedicated pages for each service with portfolio galleries, pricing guides, and trust badges (e.g., “HIA Certified”). Added a lead-qualifying quiz: “What’s your renovation budget?” to filter low-intent users.
4. Creative Overhaul:
Replaced stock images with time-lapse project videos and 3D renderings. Highlighted awards and testimonials in carousel ads.
5. Tracking & Analytics:
Implemented Google Analytics 4 event tracking for micro-conversions (e.g., brochure downloads, quote tool usage). Used UTM parameters to identify top-performing ad variants.
6. Retargeting Strategy:
Launched dynamic ads showcasing recently viewed kitchen styles to users who visited the site but didn’t convert. Offered free design consultations as a CTA.
More Information About Results
- 22% increase in average lead value post-qualification quiz.
- 40% shorter sales cycles due to better-aligned leads.