The client offers advanced equipment for the ophthalmic and optical market across South America. Specializing in state-of-the-art eye diagnostic tools, they also purchase and refurbish used equipment for resale.
The main challenge in PPC was navigating the long sales cycle and the need for effective lead nurturing. Purchasing ophthalmic equipment is a significant investment that involves research, consultation, and often approval from multiple stakeholders. As a result, immediate conversions from PPC campaigns were rare.
The client’s website was harder to navigate than their competitors', which negatively impacted conversion rates. While the client was reluctant to undertake a full website overhaul, we had to find ways to work with the existing site structure. Given the site's complexity and the number of product categories, we developed targeted PPC strategies designed to drive conversions despite these challenges...
To overcome these challenges, we implemented a comprehensive Google Ads strategy that included:
- Segmented targeting based on the buyer’s stage in the journey.
- Lead nurturing through remarketing ads and time-sensitive offers.
- Continuous optimization of campaigns to maximize ROI.
We also focused on targeting high-intent keywords to ensure we were reaching users actively searching for relevant products, while remarketing to those who had interacted with the website previously, increasing the chances of conversion.
The results were impressive. Over the course of 2024, the Google Ads campaigns steadily increased conversions, leading to a significant boost in ROI - more than ten times the spend.
The most exciting part was that paid search outperformed all other channels in terms of conversion during this period, proving its effectiveness in driving the desired business outcomes.
To achieve these results, we ran a combination of Google Ads search and display remarketing campaigns.
The search campaigns targeted highly relevant keywords, ensuring we captured users with high purchase intent.
For remarketing, we leveraged the website’s valuable data on users who had previously interacted with products or made purchases. This approach kept the brand top-of-mind and encouraged return visits to complete purchases.
