When we started working with a sustainability consulting company on their Google Ads campaign, they had launched a new software product. The product helps companies track their progress toward sustainability goals.
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They had a solid product and a strong message, but they needed help in understanding how their campaigns were performing in real-time.
Our mission was clear: build a Google Ads dashboard that would give them instant access to crucial campaign data—like how many people were clicking on their ads.
How much they were paying for each click, how many leads they were generating, and how much revenue they were earning for every dollar spent. They needed to see what was working and what was not, fast.
The Challenge
The company was also rolling out a rebranded website, which meant they had a lot of moving pieces. On top of that, they wanted to make sure their software campaign, sustainability consulting services, and topics like ESG and carbon credits were performing well in the new Google Ads campaigns.
But here is the tricky part: they needed to figure out which campaigns were driving the best results, whether they were overspending on certain ads.
If people were converting into leads after clicking their ads. It was a lot to keep track of without a central tool.
The Strategy: Creating a Real-Time Dashboard
Understanding their priorities
First, we installed tracking tags on all their key pages—like their “Contact Us”and ” Key Services pages“—using Google Tag Manager and Google Ads conversion tracking. This allowed us to monitor every important action visitor took, from clicks to leads.
Next, we crafted a user-friendly dashboard. Think of it like a car’s dashboard, where you can see your speed, fuel level, and engine status all in one place.
But instead of speed, we displayed metrics like Click-Through Rate (CTR) and Cost per Click (CPC), showing how many people were interacting with their ads and how much each click cost them.
One key feature we built into the dashboard was a simple view of Conversions and cost per conversion. This helped the executives quickly see which campaigns were profitable.
If a campaign was costing more than it brought in, they knew to hit the brakes. If it was driving more leads for less money, it was time to step on the gas.
Metrics That Mattered
Here is what we focused on:
- Click-Through Rate (CTR): How many people saw the ad and clicked through to the website. If this number went up, it meant the ads were grabbing attention.
- Conversion Rate: How many people who clicked on the ad ended up becoming leads by filling out a form. A higher conversion rate meant the ads and landing pages were working together well, like a smooth handoff between runners in a relay race.
- Cost per Click (CPC): We monitored how much they were paying for each click. Just like looking for the best price per gallon of gas, we aimed to help them get more clicks for their money.
- Cost per Acquisition (CPA): This measured how much it cost to acquire a lead. Keeping this number low was key to making sure the campaign was worth it.
- Return on Ad Spend (ROAS): Simply put, how much money was being made for every dollar spent on ads. This metric was like the ultimate scorecard for the campaign’s effectiveness.
To make the dashboard more useful, we added custom filters so the customer could view data by country, date range, or traffic source. This allowed them to dig into specific details—like how their new content was performing in different countries.
We also added a comparison feature that let them see how their website’s performance changed over time. For example, they could compare previous period performance.
Results: Key Successes
- Simple Dashboard:We succeeded in creating a dashboard that made their complex data easy to understand and act upon. They could see which campaigns were working and whether their investment was paying off.
- Custom Filters: We added a filter so they could compare campaign performance month by month and by campaign which was crucial for their global business
- Real-Time Comparisons: Our dashboard did not just display numbers; it told a story. It showed trends, like whether traffic was picking up or slowing down, and helped the company make data-driven decisions, like adjusting budget allocations or focusing on higher-performing ads.
Key Takeaways for Improvement
We realized there were a few areas where we could improve.
- Benchmarking: For example, we wanted to find a reliable way to benchmark their performance against competitors, so they could better understand where they stood.
- Clear Communications: Also, we needed to provide more transparency in conversion data to ensure they were making decisions based on accurate information.
- Dashboard Training: Finally, we knew it would be important to train their staff on how to use the dashboard effectively. A dashboard is only as useful as the people who know how to read it.
Thanks to Build Ads Online, the sustainability consulting company can now track the performance of their Google Ads campaigns.
The dashboard gives them the insights they need to make smarter decisions, ensuring that their marketing budget is spent wisely while driving more leads for their software and sustainability services campaigns.Through this campaign, Build Ads Online was not just building a dashboard—we were empowering the company to see their data in a new light and make better decisions for their business.
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Kristofer Lazona
Build Ads Agency Partner
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