Transcend - PPC & CRO CASE STUDY

How we grew revenue by 70% year-on-year

and improved return on ad spend by 46% in a heavily regulated industry.

The problems our client faced

Poor website UX, was turning away potential customers with poor page structure and navigation issues.

The client was in direct competition with resellers in Search and Shopping ads, and used an uncapped bid strategy which drove up their cost per click.

The CPAP market is highly regulated and highly competitive making it challenging to compete on generic keywords in this market.

WHAT WE DID

Step 1

Intentional ad structuring

We restructured ad groups to focus on niche search terms and created highly relevant ads targeting specific queries like “quiet” “mini CPAP” and “CPAP for camping” resulting in outperforming broad category-based ads from competitors.

Step 2

Revamped product pages

We optimised the product page to apply a user-friendly layout, clear information hierarchy and detailed product descriptions. This improved UX led to add-to-cart actions climbing by 41.5

Step 3

Brand Bid Control

By updating the brand campaign bid strategy, we helped the client reduce overbidding on brand queries, using portfolio bid caps set at $7.85. This allowed CPCs to be controlled and maintained.

Step 4

Generic Campaign Launch

We added generic search ads to our campaign to reduce reliance on the PMax black box. We targetted high-volume keyword themes within the Travel CPAP and Portable CPAP niche for greater control over performance and targetting.

Step 5

Ad Copy Matched Search Intent

We tailored ads based on keyword research insights, breaking them into niche groups to match specific use cases, maximising relevance to our audiences.

Step 6

Solving Barriers to Purchase

We launched surveys to identify blockers preventing completed purchases, including reasons for leaving the product page, purchasing hesitations and missing information on the descriptions so we could update the page effectively.

Traffic Growth Commercial Industry & Location Pages

Branded + Non Branded Traffic
Overall Queries from 102 to 1,821: +178.8% increase

THE RESULTS

Data-Driven Wins

Increase in revenue

+ 0 %

Surpassing the client’s initial target of 50%

Improvement

0 %

in ROAS by optimising ad campaigns.

Improvement

0 %

in add-to-cart conversion rates.

Optimisation On All Fronts

From ad creative and messaging to website UX and add-to-carts, we make sure the user journey is fully optimised.

Continuous Iterative Testing

Testing what works from the get-go allows us to help our clients make informed, data-driven decisions.

Remarketing & Multi-Touch

No buyer purchases on the first click. Our tailored strategic approaches drive repeat website visits for real conversions.

Making It Personal

We cut through the marketing noise by offering personalisation at scale for meaningful engagement.

FREE LIVE WORKSHOP

How To Increase your Leads and Quality

For Multi Language Campaigns