A 'brand' new approach to Paid Media makes impact for Creative Agency
Client Overview
Happy Giraffe is a branding and creative agency that works with organisations across the UK, including schools, universities, medical institutions, construction and professional services, and the hospitality sector. They provide full branding strategies, covering brand guidelines, storytelling, visual identity, and brand assets such as websites and brochures.
The Brief
Happy Giraffe faced several issues with their Google Ads campaigns:
Lack of Clear Performance Insights: They were spending money on ads but had no clear understanding of what was working and what wasn’t.
Positioning in the Market: They wanted to establish themselves as a specialist branding and creative agency based in Birmingham.
Poor Account Structure: Their Google Ads account was disorganised, making it difficult to track performance effectively.
Low Return on Investment: They were paying for clicks on broad and inefficient keywords, leading to wasted budget.
Ineffective Conversion Tracking: Their tracking setup was flawed, with visits to the portfolio page being marked as primary conversions instead of actual lead-generating actions.
The Strategy
To address these issues, we implemented a structured, results-driven approach:
Comprehensive Keyword Research & Campaign Restructure
- Conducted in-depth keyword research to refine targeting and remove broad, low-performing keywords.
- Developed a completely new campaign structure to optimise performance and increase relevance.
Enhanced Ad Copy & Market Positioning
- Revised ad copy to reflect Happy Giraffe’s expertise and position them as a leading branding and creative agency in Birmingham.
Fixing Conversion Tracking
- Corrected tracking issues by ensuring that meaningful actions such as form submissions, email and phone link clicks, calls from ads, and call extensions were correctly logged as conversions.
- Removed the tracking of portfolio page visits as a primary conversion to align with best practices.
Account Optimisation & Performance Monitoring
- Tidied up the account to improve its efficiency and performance.
- Developed a conversion tracking spreadsheet to maintain transparent reporting and liaise with the client to assess lead quality.
- Implemented ongoing optimisations to maximise return on investment.
The Results
Our strategic approach led to significant improvements in Happy Giraffe’s Google Ads performance:
Click-Through Rate (CTR) Improvement: Increased CTR from 1.91% to 7.73%, a 5.82% improvement.
Improved ROI: By refining targeting, tracking, and ad strategy, we maximised efficiency and reduced wasted spend.
Through structured campaign management and transparent reporting, we helped Happy Giraffe gain greater control over their paid media strategy, enhancing both performance and lead generation.
Looking for similar results? Contact us today to optimise your paid media strategy!
DONT JUST TAKE OUR WORD FOR IT
We asked our clients to share their stories with us.
"They’ve been a massive support for me as I've been setting up my business and kept me really focused."
"I just watched your website review with my manager, and we were really impressed! Thank you so much for taking the time to do that, we really appreciate the feedback, and we are looking forward to talking with you later."
"I highly recommend Visibility Agency having worked with Anna George and the team for several years. They provide Bing and Google PPC (paid advertising) services to support lead generation for Stoneseed Ltd - An IT Project Management Services company. They are always consistent , helpful and full of suggestions to improve audience reach."
"Pleasure to work with Visibility . They were the one company that listened to our requirements and interpreted them into the actions we needed. Highly recommend the attention to detail and the reporting we have received."
“Has been great working with George, he really knows his stuff.”
“We receive regular updates, meetings and monthly reports, without fail. They've been an integral part to the growth of our business and cannot recommend them highly enough for both the management of your Google Ads.”