Case Study: Party Boat Tours in Houston - Maximizing ROAS and Conversions with Google Ads

Introduction

Client Name: Party Boat Tours in Houston
Industry: Outdoor tourism & Water sports
Project Goals/Objectives: Increase Return on Ad Spend (ROAS) and the number of conversions
Challenges/Problems Faced: Weak Ads, inefficient keyword list, ineffective Ad copy, incorrect conversion tracking, lack of negative keywords.

Services Utilized: Google Ads Audit, Google Ads Setup, Google Analytics Setup, Landing Page Audit
Initial Strategies and Actions

Google Ads Audit
Before implementing any changes, we conducted a comprehensive audit of the existing Google Ads campaigns. This audit revealed several areas of concern, including:
  • Weak Ads
  • Inefficient keyword list
  • Ineffective Ad copy
  • Incorrect conversion tracking
  • Lack of negative keywords
The insights gained from this audit were instrumental in shaping our strategy and allowed us to pinpoint exactly where improvements were needed.

Landing Page (LP) Audit
In addition to the Google Ads audit, we also performed an audit of the landing pages associated with the ads. This audit identified opportunities for optimization, such as:
  • Enhancing the visual appeal
  • Improving the clarity of Calls to Action (CTAs)
  • Streamlining the user experience
  • Aligning the landing page content with the ad messaging
The LP audit provided a roadmap for enhancing the overall effectiveness of the ad campaigns by ensuring that the landing pages were optimized to convert the increased traffic generated by the improved ads.

Thorough Keyword Research
Utilizing tools like Google Keyword Planner and Semrush, we conducted an exhaustive analysis of keywords relevant to the party boat tours industry. This allowed us to identify high-performing keywords and eliminate those that were underperforming.

Negative Keyword Research
We identified and implemented negative keywords to avoid irrelevant traffic. This step was crucial in ensuring that the ads were only shown to the most relevant audience, thereby increasing the conversion rate.

Targeting Optimization
We narrowed down targeting to only search campaigns, splitting keywords into multiple ad groups with relevant ads. This approach ensured that the ads reached the hottest traffic possible, leading to higher conversions.

Ad Copy Enhancement
We rewrote ads with relevant headlines, company benefits, and strong CTAs. This not only made the ads more appealing but also aligned them with the specific needs and interests of the target audience.

30+ PAGES AUDIT
Before starting the work, we conduct a thorough audit to assess what has already been done and, utilizing the accumulated statistics, create a detailed improvement plan.
Additionally, we conducted an audit of the landing page and compiled a list of recommendations for improvement that should significantly enhance effectiveness.
Performance Improvements

Metrics/Key Performance Indicators (KPIs) Improved
Before:
  • Conversions: 27
  • Conversion Rate: 1.6%
  • ROAS (Return on Ad Spend): 462%
After (First 2 weeks after setup):
  • Conversions: 35
  • Conversion Rate: 2.52%
  • ROAS (Return on Ad Spend): 1112%

Conversions
The number of conversions increased by 30%, from 27 to 35, in just the first two weeks after setup.

Conversion Rate
The conversion rate improved significantly from 1.6% to 2.52%, reflecting the effectiveness of the targeted approach.

ROAS (Return on Ad Spend)
The ROAS skyrocketed from 462% to 1112%, demonstrating the efficiency of the strategies implemented.
Conclusion
This case study showcases the transformation of Party Boat Tours in Houston's Google Ads campaigns. By focusing on hot traffic through search campaigns and implementing strategic changes, we achieved remarkable results in just two weeks.

The success of this project emphasizes that Google Ads is not a "set it and forget it" tool. It demands ongoing attention and fine-tuning to reach and maintain peak performance. The results we accomplished, including a significant increase in ROAS from 462% to 1112%, demonstrate this principle.
We recognize that there's still potential for growth. With continuous optimization and potential landing page enhancements, we aim to further exceed the client's expectations and contribute to even more remarkable results in the future.

The case study of Party Boat Tours in Houston serves as a testament to the power of thorough auditing, strategic planning, and continuous optimization in improving the effectiveness of Google Ads campaigns. It's a clear example that with the right approach, even a campaign facing multiple challenges can be turned around to deliver outstanding results.


Made on
Tilda