About the Project

Strumin Photography is a wedding photographer and videographer in the premium segment and serves weddings and engagements in Canada. Their services include photography, videography, drone photography and exquisite fine art prints in a price range of around $4,000.

Challenge

Before our partnership with Strumin Photography, their Google Ads had already been running for several months under the management of other agencies with different campaign setups for different channels, but relevant leads were missing out and Google Ads was a losing game. In order to be profitable, the goal was set as getting four leads per month within the same marketing budget.

Solution

Following the account audit, we first discussed with the client a few website optimisations with the client to enhance user experience and general SEO performance for higher ad relevancy and ad rank. 

Tracking
In order to receive more data, we set up more precise conversion tracking with Google Analytics to track the various service packages and their values. In a customized dashboard, the client gets an overview of the most important KPIs for his business.

Campaign Set Up
We consolidated several former campaigns to improve data aggregation to make more effective use of Google’s Smart Bidding algorithm and to simplify the overall account structure.

First and foremost, the focus was to design a new search campaign for the bottom of the funnel that would be both profitable and efficient, with a high conversion rate and ad rank.

A clear ad group structure for the various offered services with new recherched relevant keywords and more appealing ad copy and ad extensions should make the campaign more efficient.

Regularly, we analysed the search terms and keyword performance, filled the negative keyword list and optimised the ad copy and targeting.

Result

Before and after our cooperation: