Contents of the case
Media
Initial data
Whole works
- /01Quickly set up advertising
- /02Ensure a steady flow of local calls/inquiries
- /03Build accurate analytics and track results
- /04Prepare the basis for scaling advertising
Issues and general strategy
After reorganizing the business, the client approached WEDEX with specific tasks:
- Unblock the Google Ads advertising account and restore the ability to run ads.
- Set up effective advertising to increase the number of calls to Apple service centers.
- Optimize Google Business Profile, which affects visibility on Google Maps
- Start working without any previous data: no advertising campaigns had been launched before, and there had been no audit.
In other words, we started from scratch, without any previous data, because no advertising campaigns had been launched before and there had been no previous audit. On top of that, there was the problem of a blocked Google Business Profile.
Another challenge at the beginning of the project was that Apple repair services may be subject to Google Ads restrictions, as the system strictly controls the advertising of service centers, unofficial partners, and the sale of repair or refurbished equipment. This complicated both the process of unblocking the Google Business Profile and the submission of ads.
The WEDEX team conducted a detailed analysis of Google’s policies and prepared a correct structure of descriptions and service categories to avoid advertising violations. Thanks to the correct wording and optimized content, we were able to successfully set up Google Maps listings and ensure a steady flow of customers within the permitted advertising topics.
WEDEX approved the following strategy:
- Identifying possible ways to unblock the profile.
- Analyzing the Google Business Profile and providing recommendations for its optimization.
- Creating a new Google Ads account.
- Creating a new Google Analytics account.
- Setting up Google Analytics and goals.
- Setting up advertising campaigns on Google Maps.
- Running advertising campaigns on Google Maps.
- Scaling the advertising account by creating new advertising campaigns, commercial or PMax, to advertise non-technical products available in stores.
What has been done
1. Developing an action plan to unblock the profile
Since one of the main challenges at the start of the project was the blocking of the Google Business Profile, the WEDEX team began by analyzing Google Ads policies and recommendations for working with Apple service centers. The first step was to develop an action plan to unblock the profile. This included a detailed review of Google’s requirements for advertising unofficial partners and repair services for Apple devices to avoid policy violations. After that, we prepared the correct wording for service descriptions and categories that met the requirements of the advertising platform. As a result of this approach, we were able to successfully restore access to Google Business Profile and ensure that the service center was displayed on Google Maps.
2. Creating a new Google Ads account
Since the previous Google Ads account was not working, a new account was created to launch advertising campaigns. This allowed us to resolve the blocking issues and set up advertising in accordance with Google’s current requirements. In addition, the account was configured in accordance with the specifics of Apple service centers.
3. Analysis of search topics and launch of Smart campaigns
After creating a Google Ads account, the team conducted a detailed analysis of search topics that matched users’ key queries regarding Apple device repairs. Based on this analysis, Smart Campaigns were created to attract targeted traffic through Google Maps. The campaigns targeted local audiences and search queries related to Apple repair services.
4. Google Business Profile optimization
An analysis of the Google Business Profile showed that there were several opportunities to improve the service center’s visibility in search engines and on Google Maps. The WEDEX team provided recommendations for optimizing the profile:
- correctly filling in company information;
- adding the correct service categories;
- refining the description and using relevant keywords to ensure high relevance of search queries.
5. Setting up and launching Smart Local Campaigns on Google Maps
To ensure a steady flow of customers to Apple service centers, we set up and launched Smart Local Campaigns on Google Maps. These campaigns were aimed at attracting potential customers through map advertising that appeared to users near the service center. All campaigns were set up with a clear focus on local traffic, which ensured high conversion at a low lead cost.
6. Creating and setting up a Google Analytics account
To ensure accurate tracking of advertising campaign performance, we registered a Google Analytics account and set it up for this project. The goals and conversions we set allowed us to clearly measure the effectiveness of the campaigns and optimize them based on real data.
Results
| Options | At the beginning of work | After 1 month | Difference |
|---|---|---|---|
| Impressions | |||
| Impressions | - | 157721 | - |
| Clicks | |||
| Clicks | - | 2114 | - |
| Cost | |||
| Cost | - | 14030,80 UAH | - |
| Conversion rate | |||
| Conversion rate | - | 22,42% | - |
| Average cost per click (CPC) | |||
| Average cost per click (CPC) | - | 6,64 UAH | - |
| Conversions | |||
| Conversions | - | 474 | - |