Local Service Business Boosts Conversions with Google Ads Image Assets
Overview
Over three months, Iconic Roofing & Exteriors saw a significant increase in conversions, improved conversion rate, reduced cost per conversion, and higher click volume after partnering with Pronto Marketing to optimize their Google Ads campaign using image assets.
150%
19
$101
Background
Sustained Ad Conversion Decline
Utilizing Ad Image Assets
- Project Photos
- Team Photos
- Company Photos
Pronto’s Search & Advertising team immediately identified an opportunity to enhance the campaign’s performance by implementing image assets. In late December 2023, the team added carefully selected photos to complement the existing text ads:
- Relevant photos of completed projects
- Images of the Iconic Roofing & Exteriors team
- Pictures of company vehicles
Iconic Roofing & Exteriors projects in action. Photos like these were used in their Google Ad campaigns.
This approach aligned with Google’s best practices, utilizing at least four unique images as assets to provide a visual overview of Iconic Roofing & Exteriors’ offerings.
More Conversions at a Lower Cost
- More Ad Clicks
- More Conversions
- Reduced Cost
The addition of image assets to the Google Ads campaign yielded impressive results over the next three months (December, 2023 – March, 2024):
Conversions performance breakdown (Dec 18, 2023 – Mar 17, 2024)
- Conversions: Increased by 150%
- Conversion Rate: Improved by 128%, reaching 16%
- Clicks: Increased by nearly 10%
- Click-Through Rate (CTR): Improved by 44% to 8%
- Cost Per Conversion: Decreased by 62% to $62
- Average Cost Per Click (CPC): Reduced by 14% to $10
More Conversions at a Lower Cost
The strategic implementation of image assets not only reversed the declining trend in conversions but also significantly improved the overall efficiency of Iconic Roofing & Exteriors’ Google Ads campaign.
By leveraging visually appealing and relevant imagery, Pronto Marketing helped Iconic Roofing & Exteriors:
- Attract more qualified leads
- Improve ad engagement
- Reduce advertising costs
- Enhance brand visibility in the competitive Tri-State area market
The positive trend in conversion rate continued to grow in the months following the implementation of image assets, indicating the long-term value of this strategic enhancement.
With ongoing optimization and management by Pronto Marketing’s expert team, Iconic Roofing & Exteriors is well-positioned to maintain and build upon these impressive results, driving sustainable growth for their business.
Google Ads Case Study
Pittsburgh-based IT services provider Network Access leveraged Pronto’s services to help generate quality leads and increase conversions.
