In today’s fast-paced digital landscape, staying ahead means being able to see the road ahead—and that’s exactly what we helped our client do. Every mile matter, but it’s the dashboard that provides crucial insights that helps the one driving navigate efficiently.
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In this case, our client, a translation company, needed the same kind of real-time visibility, but for their marketing campaigns. They needed to know—right then and there—what was working, what wasn’t, and how to fine-tune their efforts to maximize results.
That’s where we came in. At Build Ads Online, we built a Google Ads dashboard that didn’t just show the numbers—it told a story. This dashboard helped our client navigate their digital campaigns with confidence, making data-driven decisions that fueled their growth and optimized their advertising spend.
The Challenge
Imagine this company like a car running on fuel—but instead of gasoline, it runs on data. They needed to know how well their campaigns were performing in real-time, just like checking a car’s dashboard to see how much gas is left or how fast they are going.
They wanted to track everything from how many people saw their ads, clicked on them, and finally, how many filled out a form or became a lead.
But the task was not just about numbers. The company had just gone through a major rebranding of the website—think of it like renovating a house while trying to host guests.
They were putting the final touches on their new website and needed to see how people were interacting with it, especially after launching Google Ads campaigns.
The Strategy: Creating a Real-Time Dashboard
Understanding their priorities
The customer’s focus was to track google paid ad campaigns (people coming to the site through google search advertising). They also wanted to monitor key pages like “Contact Us” and “Services” to see how many visitors were turning into leads.
We knew we had to build a dashboard that would be like the perfect car dashboard—easy to read, giving all the important information briefly, and flexible enough to switch between different views depending on the driver (or in this case, the marketing team).
We started by installing Google Tag Manager across all the important pages and forms, making sure every “click,” “visit,” or “conversion” was tracked, just like wiring sensors in a car to monitor engine performance.
Using Google ads conversion tracking tags, we gathered data from the website and the ads, and then structured it into a clear and customized dashboard.
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 how many active users visited their site in the last 7 days versus the previous month.
Results: Key Successes
- Realtime Information:We crafted a dashboard that allowed the company to see all this information immediately, like flipping through different speedometers on a sports car.
- Custom Filters: The filters we added allowed them to zoom in on specific campaigns or ad groups, so they could see exactly which ones were working and which ones needed tweaking—or even discontinuing.
- 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
As with any successful meal, there’s always room for improvement:
- Benchmarking: One thing we realized is that having a reliable benchmark—like a speed limit for traffic performance—was critical. This way, the company could understand how they stacked up against competitors and know where to improve.
- Clear Communication: The dashboard brought transparency to the company’s marketing efforts. The clearer the data, the easier it was to make quick decisions, just like knowing when to refuel.
- Training: Finally, we made sure the company knew how to use the dashboard effectively, providing training so they could navigate it like pros, ensuring they were always in the driver’s seat.
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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