American Contractors Exam Services helps construction business owners pass their state contractor licensing exams. They run in-person prep seminars across eight states, and their students pass: 99% historically, and 92% on the first attempt.
The teaching worked. But attribution and revenue visibility was non-existent.
The company came to us from another PPC vendor that charged a substantial monthly fee and could not get a lead below $174. That figure dominated every conversation, because it was the only figure anyone had.
Seats were selling and revenue was coming in, but no one could say for sure where that revenue was coming from. The account was judged on lead count and cost per lead, which was too disconnected from the actual business goals.
Because the product is an in-person seminar, geography drives everything. We rebuilt the account into a regional campaign structure covering eight states, each one pointed at its local-optimized landing page.
Tighter relevance between keyword, ad, and page brought cost per click down and click-through rate up, and the people arriving were closer to ready to register.
We implemented ecommerce tracking on their shopping cart, so a seminar registration and its dollar value flowed back into Google Ads as a conversion.
We also built a way to capture registrations that closed over the phone instead of through the shopping cart. Those sales had been invisible to the ad account, so connecting them surfaced revenue that had never been counted against the campaigns that produced it.
With revenue visible by campaign and by state, we were able to allocate budget smarter and more confidently. Markets that returned well got more budget. Markets producing cheap leads that never became customers got less budget.
Over the fiscal year the account held an 800% return while lead volume reached 1,444, which is the combination most accounts never manage: more leads without a worse return.
Every click carried its campaign and its state into the shopping cart. When someone registered for a seminar, that sale went back to Google Ads as a conversion with its revenue attached.
The bidding engine stopped chasing the cheapest lead and started chasing revenue. Because revenue was tied to the state it came from, we could see which markets deserved more budget and which were producing leads that didn't convert to customers.
You should be able to see which markets pay for themselves. Book a free 30-minute discovery call and we'll show you what traceable revenue would look like for your business.
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