Case Study: Google Ads Campaign for The Plush Flush
Back in 2022, the owner of The Plush Flush contacted me for marketing help. His company rents and delivers luxury, portable bathroom trailers for weddings, corporate events, and other private functions when bathrooms are not readily accessible or the available options are less than the high standards desired by his clients. At the time, his company was running some Google Ads with limited success, and he wanted to improve his ads results as well as the overall search engine visibility of the website.
It was easy to figure out the market and product differentiation in this case, since The Plush Flush specializes in a luxury experience, setting it apart from your standard porta potty rental company. The website already had some strong elements of this, including videos that show a 360-degree view of its restroom trailers, with several different size options that can be customized depending on the event.
After completing a marketing analysis and keyword research, I got to work. Here is what I did and how it improved The Plush Flush’s online marketing efforts.
1) I re-wrote and added paragraphs to the website, incorporating the top keywords I found through research. I performed an overall site optimization that was SEO-focused, including resizing and renaming images, creating clear calls-to-action across the website, and simplifying some of the main elements.
2) Each month I created a unique piece of content under their Articles section focused on the keywords I found through research, and answering questions that are often asked by the target audience (eg. How much does a porta potty rental cost?). I have continued adding new content as well as re-sharing these articles on the appropriate social media and Google My Business pages.
3) After a thorough initial review, I honed down on the key words that were performing best, re-wrote the ad copy, added images and other website elements, and focused on the best location for the business in order to optimize the Google Ads. This included breaking down the broad campaign into smaller ad groups focused on specific keyword groups and locations.
Did it work? Here are the results we saw:
1) By creating a better website flow and more calls-to-action, the bounce rate decreased by 14% in one year.
2) Several articles I wrote became the top-performing website content overall and helped inform us what our customers are looking for, which in turn gives us great data for future content and Google Ads keywords.
3) For the first time I set up Google Ads conversion tracking so we could properly attribute form submissions and phone calls to the Google Ads we had been running. After the ads were optimized, there was a 316% conversion increase year-on-year.
As you can see, these methods - from Search Engine Optimization to Google Ads Optimization - really work, and they show up in real results! I am continuing to work towards more quality traffic for The Plush Flush, and I am excited to see their business grow as a result.
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