If you’re considering investing in Google Ads to promote your brand, you’re likely looking for evidence of its effectiveness. You want to know if this platform is ideal for the industry you’re in, or need case studies to prove that it’s well worth your time, effort, and money. In this article, we’ll share some inspiring Google Ads case studies and success stories of businesses that have used Google Ads to drive significant results, and help you get insights on how to achieve the same (or even better) outcome.
Table of Contents
5 Google Ads Success Stories that Inspire Your Next Campaigns
1. Away Travel: Capturing Unbranded Traffic
Company Background
Away Travel, founded in 2015 by two former Warby Parker executives, is a US-based direct-to-consumer e-commerce business that sells travel luggage.
As a new player in the market, Away Travel faced the challenge of increasing brand awareness and capturing a significant share of the market. They needed a strategy to introduce their brand to a wide audience of potential customers and drive awareness and consideration for their products.
How Google Ads helped?
Google Ads was chosen as the platform for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Away Travel leveraged Google Ads to capture unbranded search traffic, which refers to searches where users are looking for a product or service but have not specified a brand in their search query.
| Keyword | Monthly searches | CPC |
|---|---|---|
| luggage | 165,000 | $2.18 |
| carry on luggage | 90,500 | $1.94 |
| suitcase | 90,500 | $1.86 |
| luggage sets | 74,000 | $1.98 |
By using Google Ads, Away Travel was able to capture a significant volume of unbranded search traffic. This strategy allowed them to introduce their brand to a wide audience of potential customers, driving awareness and consideration for their products.
The search ads Away uses for unbranded searches are very similar to the ones for branded traffic.
They are also using the ® hack to increase CTR, a trick that often works.
Besides the ad, they are using all ad extensions: everything from site links, callouts, structured snippets, seller ratings, and even a new type of call extension.
Results
About 70% of all Search Ads clicks for Away, worth about $35,000 per month, come from unbranded paid search. Across all campaigns, they achieved an average click-through rate (CTR) of 4.3%, significantly exceeding industry benchmarks.
2. Glossier: Effective Campaign Structure
Company Background
Glossier is a direct-to-consumer beauty brand founded in 2014 by Emily Weiss. Their target audience? Millennials and Gen Z seeking high-quality, yet affordable beauty products with a transparent and approachable brand personality. Ever since its establishment, the company has grown rapidly, with its minimalist look and close collaboration with customers.
Despite its rapid growth and popularity, Glossier faced the challenge of effectively structuring their Google Ads campaigns. They needed a strategy that would allow them to reach their target audience effectively and drive significant results.
How Google Ads helped?
Google Ads was chosen for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Glossier leveraged Google Search Ads, which allows advertisers to create ads that appear in Google’s search results.
Glossier has an interesting approach to structuring their Google Ads campaigns. They run two groups of search ads campaigns, one for each of their sub-brands: Glossier and Glossier Play. Each group is split into branded and non-branded campaigns.
Then those groups are split into ACQ & CRM. ACQ & CRM campaigns are exact copies, except for the audiences they target:
- ACQ: These campaigns target people who haven’t interacted with the website before, and focus on acquisition.
- CRM: These campaigns target people who have been to the website. This is the RLSA (remarketing lists for search ads) feature in Google Ads. The term CRM suggests that there are likely various target audiences within this campaign.
Glossier also runs campaigns outside the United States: in the United Kingdom, Canada & France.
Results
Glossier’s effective campaign structure allowed them to reach their target audience effectively and drive significant results. This case study demonstrates the power of Google Ads in improving a company’s online presence and driving business results.
3. ForRent.com: Increasing Online Visibility
Company Background
ForRent.com, a leading online apartment rental listing service, aims to provide a simple and effective way for property management companies to advertise their properties and connect with potential renters. However, with the increasing competition in the online rental market, ForRent.com needed a way to increase its online visibility and drive more traffic to its website.
How Google Ads Helped?
To achieve this goal, ForRent.com turned to Google Ads, specifically Dynamic Search Ads (DSA). DSA is a feature of Google Ads that allows advertisers to create ads dynamically to fill in the gaps of their keyword-based campaigns. Instead of predefining the keywords, DSA uses Google’s organic web crawling technology to automatically generate ads based on the content of a website.
By using DSA, ForRent.com was able to capture a wider range of search queries, including those that might not have been covered by their existing keyword-based campaigns. This allowed them to reach a larger audience and drive more traffic to their website.
Results
The implementation of Dynamic Search Ads (DSA) campaigns by ForRent.com resulted in a significant enhancement in performance when compared to their regular AdWords campaigns. The click-through rates saw an increase of 26%, while the Cost Per Click (CPC) and Cost Per Acquisition (CPA) decreased by 30% and 37% respectively. Currently, the DSA campaigns contribute to 22% of the leads generated through AdWords for the website.
4. ORRA: Customizing Regional Creatives
Company Background
ORRA, founded in 1939, is one of India’s most prestigious jewelry retail chains with a rich heritage. With 37 stores spread across 24 cities, ORRA has a significant presence in the Indian jewelry market.
Despite its reputation and widespread presence, ORRA faced the challenge of media fragmentation and reaching out to different communities, including Tamilians in Chennai. They needed a targeted digital marketing strategy that caters to different regions and communities.
How Google Ads Helped?
Google Ads was chosen for its ability to target customers based on their interests and location. Specifically, ORRA leveraged the Google Display Network, which allows advertisers to place ads on a network of websites and apps, reaching more than 90% of people on the internet.
ORRA used Google Ads to customize regional creatives. They tested campaigns on the Google Display Network featuring region-specific creatives and different offers that would appeal to different communities. They also targeted customers on sites that matched their interests, such as lifestyle sites, and ran remarketing ads to increase conversions and sales.
Results
ORRA reported a 30% increase in qualified leads directly attributed to their Google Ads campaigns. By utilizing location extensions, they saw a 15% rise in store visits driven by their Google Ads efforts.
As a result of witnessing the effectiveness of Google Ads, ORRA increased its ad budget by 10 times.
5. Sky TV Italia: Boosting Video Performance
Company Background
Sky TV Italia, a subsidiary of the Comcast Group, is one of Italy’s largest media companies and the oldest and biggest pay-TV provider in the country. With over five million subscribers and 2.7 million connected households, it commands a sizable share of the Italian viewing audience. This platform boasts a vast library of movies, TV shows, sports, and original content.
However, in a saturated market with rivals like Mediaset and Netflix, maintaining subscriber growth and brand engagement posed constant challenges.
In 2023, Sky TV Italia decided to focus on broadening its appeal to the next generation of viewers. They sought cost-effective video conversions to enhance their content delivery and improve the viewing experience across different platforms.
How Google Ads Helped?
To achieve this, they turned to Google’s Display & Video 360 together with Campaign Manager 360. These tools allowed them to unify campaign management across various platforms, including Google, Meta, TikTok, and YouTube.
By leveraging Google’s tools, Sky TV Italia was able to boost its video performance significantly. They transcoded over 5,000 video assets to HD in just a few weeks with a hybrid cloud solution. This allowed them to respond rapidly to peaks in demand without the need for overprovisioning.
Results
Sky TV Italia saw a 165% increase in site conversions while dropping cost per conversion by more than half. They achieved up to 80% cost savings using preemptible VMs and Google Custom Machine Types. This allowed them nearly infinite flexibility for scaling according to specific business needs without costly subscriptions.
Key Takeaways from Google Ads Success Stories
From the Google Ads case studies we’ve explored, several key takeaways emerge that can guide businesses in their own Google Ads endeavors. These success stories provide valuable insights into the strategies and tactics that can lead to impressive results.
Know your audience and target with precision
One of the most critical factors in these Google Ads success stories is a deep understanding of the target audience. Knowing who your customers are, what they want, and how they search for it allows you to tailor your ads to their specific needs and preferences. This can significantly increase the effectiveness of your campaigns.
Keyword optimization
The successful use of Google Ads often hinges on keyword optimization. Selecting the right keywords, bidding on them strategically, and incorporating them naturally into your ads can dramatically improve your visibility on Google and drive more traffic to your site.
Continuous testing and optimization
The Google Ads platform provides a wealth of data that businesses can use to continuously test and optimize their campaigns. The businesses in these case studies didn’t just set up their campaigns and forget about them; they monitored their performance closely, made adjustments as necessary, and continually strived to improve.
Leveraging ad extensions
Many of these Google Ads case studies highlight the effective use of ad extensions. These are additional pieces of information that can be added to your Google Ads, such as location, phone number, or additional website links. They can make your ad more informative and engaging, leading to higher click-through rates.
Quality over quantity
Lastly, these Google Ads case studies underscore the importance of quality over quantity. It’s not just about getting a lot of clicks; it’s about getting the right clicks. By focusing on attracting quality leads – people who are genuinely interested in what you have to offer – you can increase your conversion rates and get a better return on your investment.
How Mega Digital Can Help You Build Effective Google Ads Campaigns?
These Google Ads case studies demonstrate the versatility and effectiveness of Google Ads across different industries. Each company leveraged Google Ads in unique ways to achieve its marketing goals, providing inspiration for others looking to do the same.
I bet your business also wishes to achieve the same results. But the process can be daunting, especially for businesses that don’t have much advertising experience on the platform. So what should you do?
As a leading Google Premier Partner in APAC, Mega Digital has the expertise to help you succeed with Google Ads. We’ve helped numerous businesses achieve their goals through our performance marketing solutions. Beyond streamlining your ad campaigns and providing access to a wide array of ad formats, Google Ads Management services from Mega Digital bring a multitude of benefits:
- Google-certified experts: Our team is well-trained in Google advertising features and has been utilizing them since their inception, ensuring a deep comprehension of the platform’s capabilities.
- 1:1 Consultation: We offer personalized support and expertise throughout the process with a dedicated Google-certified ads consultant assigned to every campaign.
- Exclusive insights and tools: With agency accounts, you gain access to a treasure chest of exclusive insights and tools.
- Google support priority: We have a direct line to Google, ensuring priority access to resolve any ad-related issues quickly and efficiently.
Wrap-up
In conclusion, these Google Ads case studies and success stories demonstrate the power of Google Ads. They show how businesses of all sizes, from various industries, can use Google Ads to reach their target audience, increase their visibility, and drive significant results.
