I partnered with this client to shift their underperforming Google Ads strategy away from a basic Smart Campaign to a more targeted Search Campaign, designed to increase conversions and reduce costs.
Deep Blue Eco Tours offers unique, cage-free shark diving experiences in North Shore. With a mission to foster love and respect for the ocean, the company provides immersive educational experiences, encouraging conservation and promoting a deeper understanding of marine life. Beyond shark diving, their tours emphasize safety and aim to inspire participants to take active steps to protect our oceans.
While the business was seeing some engagement from their Smart Campaign, they weren’t achieving the desired return on investment (ROI). Recognizing the untapped potential of their offerings, they wanted to shift to a Google Ads strategy that could more effectively drive direct leads. They needed my expertise to create a campaign that would generate better engagement, reduce their cost per conversion, and increase high-quality inquiries from potential customers.
The Challenge
The client had been running a basic Smart Campaign but faced challenges with a low ROI and limited visibility in search results. As a business with a unique offering that included cage-free shark diving and marine life education, they needed a Google Ads strategy that could better capture their target audience, improve their reach, and lower the costs associated with conversions. With an understanding that a more specialized approach could improve their online presence, they reached out to me to redesign their Google Ads strategy.
The Solution
To address their objectives, I developed a new Search Campaign that included carefully selected keywords related to cage-free shark diving, ocean eco-tours, and marine education. I optimized the ad copy to emphasize their unique approach, dedication to conservation, and the transformative experience of cage-free diving on the North Shore. By targeting users searching for eco-friendly travel, adventure, and shark diving, we were able to connect with a more relevant audience. Additionally, I implemented call extensions and tracking to better measure engagement and facilitate direct inquiries.
The Result
The updated campaign quickly delivered outstanding results. With the new keyword strategy and engaging ad copy, the business saw their click-through rate (CTR) increase by an impressive 400%, showing the improved alignment of the ads with their target audience’s interests.
The campaign also achieved a significant reduction in cost per conversion, dropping it to only $8, which helped them to reach more potential clients within their advertising budget. Moreover, the optimized ads generated an increase in direct calls, allowing the business to connect personally with prospective adventurers and secure bookings more effectively.
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