Increased Leads At A Lower Ad Spend

Jani-King® is national commercial cleaning franchise located in Addison, Texas. Anvil manages marketing for the Portland, Oregon region.

Challenge: Increase leads for commercial cleaning and franchise ownership within the Portland/Salem region through paid search ads, while working with a limited budget.

Goal: Find a way to increase the efficiency of Jani-King’s AdWords account without increasing costs.

Strategy: After initial optimizations were exhausted, Anvil analyzed the account’s structure—specifically how keywords were grouped and campaigns were being divided. This analysis led us to restructure the account and cut the amount of campaigns and ad groups in half while still maintaining high-quality scores.

Results:
Having fewer campaigns allowed the limited budget to be maximized. This resulted in a 252% increase in conversion rate over the previous month and a budget surplus.