In mid-September 2024, Junk Removalist Perth approached us to improve their Google Ads performance. The situation was serious—despite a decent budget, their account was significantly underperforming. Over the past 30 days, they had only received four leads, resulting in a conversion rate of just 1.9%, with a cost per conversion reaching an unsustainable A$452.
Upon auditing the account, we identified several critical issues. A significant portion of the budget was wasted on irrelevant clicks due to broad match keywords and poorly set negative keywords. Many of these clicks were associated with search terms related to free rubbish collections organised by local councils, competitors, and other non-converting terms.
Additionally, the account was managed by an offshore team unfamiliar with local rubbish removal systems, further exacerbating the issue. On top of that, the conversion actions were set up incorrectly, with one action being duplicated, meaning the 1.9% conversion rate was falsely inflated by a duplicated conversion action.
Rather than attempting to patch the existing setup, we decided to start fresh. We streamlined the campaign by selecting just 10 highly relevant keywords, using them only in phrase or exact match types. We also reviewed the search terms from the previous 30 days, adding 200-300 negative keywords to prevent irrelevant traffic.
We then corrected the conversion tracking setup, removing the duplicate action, thoroughly testing all web enquiry forms, and adding two new conversion actions specifically for phone calls.
Within the first two weeks, our changes began showing significant improvements:
This was a marked improvement from the initial performance, where the conversion rate was just 1.9% and cost per conversion was A$452.87.
With additional tweaks, the performance continued to improve:
While 7 days is a short period for evaluating long-term performance, we have seen even more encouraging results after finalising all major tests and optimisations:
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