The Challenge
In September 2022, Priscilla’s Fashion was facing challenges in generating enough business to reach sustainable profitability. Acquire new customers was a struggle, and their marketing efforts were limited. Their reliance on word-of-mouth was not enough to consistently drive growth compared to a more effective way to reach potential customers through online channels.
Our Response
Client Overview:
Priscilla Fashion is a home-based tailoring business, owned and operated by a mom of three. Specialising in tailoring services, including custom suits, bridal dresses, and alterations, Priscilla Fashion had relied primarily on word-of-mouth marketing for business.
Summary:
This case study highlights how a well-optimized Google Ads strategy, combined with website improvements and careful targeting, can drive measurable results for local businesses. By focusing on both the quality of leads and smart budget management, we helped Priscilla Fashion achieve sustainable growth and profitability in a competitive market.
Our Approach:
- Website Optimisation: Before launching the ads, we focused on improving Priscilla Fashion’s website, ensuring that the services offered were clearly presented, had high-quality images, and included an updated price list. Clear calls to action (CTAs) were strategically placed to guide users to conversions.
- Search Campaign Strategy: The initial Google Ads budget was set at $400 per month, with gradual increases as results began to show. By focusing on local search terms (e.g., “alterations near me” and “custom tailoring near Howick”), we were able to target potential customers within the local area.
- Keyword Strategy: In the first phase, we employed a broad match keyword strategy combined with responsive search ads and smart bidding. This approach helped us leverage Google’s machine learning to maximize reach and efficiency.
- Maximizing Conversions: After the first three months, we switched to a “Maximise Conversions” bidding strategy, optimizing for the highest number of conversions at the lowest possible cost.
- Tracking Key Conversions: To measure success, we set up three key conversion actions on Priscilla Fashion’s website:
- Lead form submissions
- Calling the business phone number
- Requesting directions via Google Maps.
- Ongoing Optimization: We introduced a Target CPA (Cost Per Acquisition) bidding strategy to help reduce cost per conversion while driving even more qualified leads.
The Results
In the two years since launching the Google Ads search campaign, we spent less than $15,000 and generated over 300 leads, resulting in more than 100 customers with an average customer value of $200, totalling 60k in sales. This equates to a 400% return on advertising spend (ROAS).
After more than a year of continuous optimization and strategic adjustments, Priscilla Fashion saw impressive results:
- Significant increase in high-quality leads and conversions.
- Lowered cost-per-conversion thanks to improved targeting and bidding strategies.
- The tailored approach allowed Priscilla Fashion to grow their customer base while maintaining a sustainable budget.
Tangible outcomes
Thanks to AV Consulting, the client has seen an increase in conversions and a decrease in the cost per conversion. The team communicates well through in-person and virtual meetings, email, and messaging apps. The client is impressed with the team’s expertise and responsiveness.
