The results
27.7%
Increase In Conversion Rate
38.6%
Increase In Revenue
41.7%
Increase In ROAS
CPAP Specialists is a leading provider of sleep apnea equipment and supplies in Australia. The company's main objective was to increase sales of high profit margin products, particularly CPAP machines, in a highly competitive market. To achieve this goal, they partnered with us to create an efficient Google ads framework.
The client, CPAP Specialists, sells CPAP machines and supplies faced a competitive market in the industry. The primary business objective was to increase sales on high profit margin products and drive revenue growth.
To achieve this, the marketing objective was to drive targeted traffic to their website and increase conversion rates on high profit margin products. To align with the client, we established campaign goals and KPIs such as cost-per-conversion and return on ad spend, which directly impacted their bottom line.
Our strategy involved utilising Google Ads, including search and display ads, to reach potential customers searching for CPAP machines and supplies online. Through thorough keyword research and audience targeting, we aimed to maximise the reach of the campaign and drive relevant traffic to the website.
To drive lead generation for CPAP Specialists, we utilised a combination of Google Ads products including search ads and display ads. Our strategy was to target keywords related to CPAP machines and related products, in order to reach potential customers who were actively searching for these products online. We also utilised display ads to reach a wider audience and drive brand awareness. We targeted these ads to appear on websites related to sleep and health, as well as targeted Google Partner Sites, to reach people who may be interested in CPAP products. We chose these products because they allow us to effectively target and reach a large audience with the right message and to drive leads to the website.
To build creatives for the platform, we leveraged a combination of Google Ads tools and best practices. Firstly, we conducted extensive research on the target audience, their pain points and interests, to craft compelling ad copy that resonated with them.
We used Google's ad templates and guidelines to ensure that the creatives were visually appealing and compliant with the platform's standards. We A/B tested different variations of the ads to determine the most effective creative elements, such as headline, images and call-to-actions.
Additionally, we leveraged Google's audience targeting features to reach the right people, and optimised our bids and budgets to maximise ad performance. We also regularly monitored the campaign performance and made data-driven decisions to improve the ad's performance and reach.
Overall, our approach to creating and implementing creatives was based on a combination of research, testing, and data analysis, to ensure that the ads effectively communicated our message and drove the desired results for the client.
The campaign generated a 41.7% increase in ROAS (Return on Ad Spend), which is impressive for such a competitive market. Splitting the PMax machine campaign into two campaigns, one for high-profit margin machines and another for low-profit margin machines allowed us to maximise the budget's impact on the machine range.
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