Traframe - PPC & Google Ads

Creating a holistic Google Ads strategy to deliver a 22.7% increase in conversions.

traframe.co.uk

The Challenge

Operating from a fully equipped factory space in Eastbourne, Traframe specialise in the design, manufacture, delivery and on site assembly of a wide range of high-performance timber frame solutions and engineered timber products.

Utilising our PPC and Google Ads services, the project had the following objectives:

Generate qualified leads at a competitive CPA, to maximise the efficiency and profitability of the campaign.

Improve visibility, and gain business, in the wider reaches of East Sussex and Kent, which had previously underdelivered for them.

The Solution

To support Traframe in reaching their target audience and driving business growth, we developed a comprehensive Google Ads strategy that focused on their core service offerings: Roof Trusses, Posi-Joists, and Timber Frame House Kits. By creating three distinct campaigns, each tailored to these key services, we were able to maximise the effectiveness of their online advertising efforts.

Targeted Google Ad Campaigns

Recognising the importance of delivering highly relevant content to potential customers, we implemented a Single Theme Ad Group (STAG) structure for each campaign. This approach allowed us to focus on specific search queries and deliver ads that closely matched user intent, leading to higher engagement and conversion rates.

Smart Bidding Strategies

To ensure that Traframe’s campaigns were cost-effective and delivered optimal results, we employed a combination of smart bidding strategies:

Maximise Conversions: Used to drive the highest possible number of conversions within the allocated budget, this strategy was applied where the primary goal was to generate leads and enquiries.

Maximise Conversions with a Target CPA: This strategy was utilised in campaigns where maintaining a specific cost per acquisition (CPA) was crucial, ensuring that Traframe achieved their desired conversion volume without exceeding budget constraints.

STAG Structure: Precision and Relevance

The STAG (Single Theme Ad Group) structure was a critical component of our approach, designed to enhance the precision and relevance of Traframe’s campaigns.

Why We Used STAG:

Focused Targeting: By grouping keywords around a single theme or service, we were able to create highly specific ad groups. This allowed us to target users searching for very particular terms, ensuring that the ads they saw were directly relevant to their needs.

Improved Ad Relevance: With STAG, the ad copy was closely aligned with the keywords in each ad group. This increased the relevance of the ads, leading to higher Quality Scores from Google, which in turn reduced cost per click (CPC) and improved ad placements.

Better User Experience: Users were more likely to engage with ads that closely matched their search intent. The STAG structure allowed us to deliver this by ensuring that each ad was tightly focused on the user's specific query, resulting in higher click-through rates (CTR) and more qualified traffic.

The Result

This results-driven approach, combining the STAG structure with smart bidding strategies, allowed us to maximise the impact of Traframe’s Google Ads campaigns. By ensuring that every aspect of the campaign was aligned with the user's search intent, we successfully drove qualified leads and enquiries, helping Traframe expand their market presence in the competitive engineered timber solutions industry.

Since the project started, we’ve generated 63 conversions via the campaigns, at a competitive CPA of £44, feeding their sales team with qualified leads every day.

CPA decreased -21.4%, compared to the preceding period.

Conversions increased +22.7%, compared to the preceding period.