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PPC Case Study

PPC campaigns reduce CPC by 15% for stone specialists

The Brief

Although we work with Stoneworld on a range of other channels, this case study focuses on the Pay-per-Click strategy. We were tasked with improving their Google Ads account overall to be able to increase the number of leads and sales that their paid media budget was achieving.

The Strategy

The paid media team at Visibility restructured the account to enhance campaign effectiveness and efficiency. We improved campaign layouts, limited keywords in ad groups aimed at boosting the "quality score" for improved cost-per-click and ROI. We resolved conversion tracking issues and established a comprehensive strategy to track conversions across various channels. Historical data informed us about previously effective ads and ad copy, guiding our strategy for testing ad copy to maximise conversions.

The Results

We’ve been generating results for Stoneworld since 2021. Here are just some of the achievements we’ve made with the account:

-> 22% increase in CTR year-on-year
-> Reduced bounce rate by 73%
-> 15% reduction in cost per click year on year
-> CTR of display campaigns Improved by 87%

Get help from a team of experts at a trustworthy Google Ads Agency!

Are you looking for help from a Google Ads Agency that listens and has years of experience? At Visibility, we know how important Google Ads are in growing your business. Developing successful campaigns is our strength. We are an accredited Google Ads Partner, which means your Google Ads account will be in good hands. We will optimise your pay-per-click campaigns to boost your leads and sales. Enough talking. If you want to see what we can do for you, contact us for a free PPC audit now.

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The Marketing Geeks

Our Team

George Allsop

Managing Director & Founder

Anna Allsop


Dinija Ramanauska

Marketing Assistant

Ariel Zagórski

Video Editor

Rona Bernardino

Paid Media Executive

Paweł Sawczuk

Lead Web Developer

What services do we run at our Google Ads agency?

Audit of Your Google Ads Ads

If your business has an existing Google Ads account with running campaigns, our team will have a look at the performance and analyse the campaigns. We will discuss with you how the campaigns can be improved in the future.

Setting up Campaigns

After auditing your previous Google Ads campaigns, we will start developing new strategies. We will set up well-implemented Google Ads campaigns and deal with them from the beginning to the end. Our experts can develop various campaigns from search ads, and shopping ads, through display ads to remarketing ads.

Campaign Management

Our team will deal with the management of your existing campaigns as well as developing new campaigns. We know how important optimising the campaigns is, thus, we will run weekly audits to make sure campaigns perform well and make adjustments if needed.

Tracking Your Conversions

In order to know that campaigns perform well, conversion tracking needs to be done. This is one of the most essential elements in every campaign. Without it, we won’t be able to measure your conversions. Therefore, our team will make sure conversion tracking is applied.

Writing Ad Copy

Writing a persuasive ad copy is another important part of every Google Ad campaign. Our Google Ad agency will write effective copies for your campaigns. We will make sure to use your brand’s tone of voice to create relevant and encouraging ads.

What our Customers & Partners Say

Google Ads Management FAQs

What is Google Ads?

Google Ads (formerly known as Google AdWords) is an online advertising service used by businesses to promote their products and services across Google Search, YouTube, and other websites. Google Ads allows marketers to choose specific goals for their ads, like driving website visits. Google Ads are a type of PPC advertising, where you only pay when someone clicks your ad.

What types of ads can I use through Google?

The three basic types of Google Ads are: search network ads, display ads, and video ads. There are also more advanced ads that our Google Ads Management agency uses such as shopping campaigns or discovery ads.

How much does Google Ads cost?

It depends. Your cost is determined by many factors including how much you are willing to spend. However, you are only charged when a user clicks your ad, which makes Google Ads a great advertising option. Also, Google Ads allows you to be flexible as there is no long-term contract required.

What are the benefits of running Google Ads campaigns?


You only pay when a user actually reaches your website. You can choose to spend as much or as little as you like.

Great targeting options

You can choose your audience according to yo demographics like location, language and device.

Measurable results

PPC campaigns can be set up to carefully measure effectiveness. You can determine exactly how much your return on investment is.


As you run your campaigns, you can make many small adjustments to improve based on what works best.

Fast results

You will see the impact of your PPC efforts almost immediately.

Let's make it happen

Our Google Ads Management Services cover all aspects to ensure the success of the strategy, here are the areas we can help you with:

Google Search Ads

Google Search Ads are text ads that can be seen on Google search engine results pages. They are labelled as ‘AD’, which indicates they are paid ads, and they usually appear above the organic search results. Our team can develop an effective strategy for your business based on comprehensive keyword research, effective written copy and data optimisation.

Google Display Ads

Google Display Ads are image-based as opposed to Google Search ads. They are a perfect way to reach your potential audience early in the customer journey. This means that display ads will help you boost your brand awareness. Display Ads are popular in remarketing campaigns, where marketers target people who have shown interest in your website before.

Google Shopping Ads

Google Shopping Ads are product-based ads. They are shown if someone looks for particular product. This is a recommended way of advertising if your company offers physical items. Our team of experts can optimise Google Shopping Ads for your business campaigns.

Discovery Ad Campaigns

Discovery ads are a new type of ads on Google. According to Google, they can help with reaching up to 3 billion customers across different channels like Discover, YouTube, Watch Next feeds and Gmail. They allow marketers to target people who are interested in the brand’s products.   

Other Services

Our Agency also provides other digital marketing services such as Organic Search, Paid Search, Social Media Ads , and Email Marketing.

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Visibility Agency Digital Marketing Podcast

The Visibility Agency® Digital Marketing podcast is produced by Visibility Agency®, A Digital Marketing Agency Providing Maximum Visibility, Minimum Stress.

The host of the show is George Allsop and he is often joined by Co-Founder, Anna Allsop.

In each episode, we’re either talking to marketers about their journeys and lifting the lid on their experiences or we’re providing insights into best practises and the latest news and trends in the fast paced world of digital marketing.

Watch Latest Episode