Setting up conversion tracking properly and creating a structured campaign helps debt collection agency increased in conversions.

1. Monabelle A. Salaan
Inbound Marketer, SEM Specialist
Email me at monabelle.salaan@gmail.com
CASE STUDY: DEBT COLLECTION AGENCY INCREASED
FROM 3% TO 25% CONVERSION RATE AFTER 1 MONTH
Background
A debt collection agency is running a Google Ads campaign, but the click-throughs are getting low conversion.
The campaign had already spent $2,498.51 and only 3 conversions have resulted from it. That’s $828.45 cost
per conversion, which means that they're paying 7x more than the legal industry’s average cost per
conversion.
Company Objectives
1. Increase Conversion
2. Decrease Cost Per Acquisition
Challenges
• The campaign is not very successful, with a low conversion rate of only 1.55% and $828.45 cost /
conv. after one month of running (Jan 19 - Feb 18).
• Some of the conversion tracking was not set up correctly.
• The campaign has a click-through rate of 2.85% after 1 month running. (Jan 19 - Feb 18).
• The call ads extension keeps on disapproving because we’re using a 3rd party tracking software
(Avanser).
Solutions
• We can’t improve what we don’t measure. I fixed conversion tracking setup.
• I structured campaign ad groups based on keywords themes. I paused non-performing ad groups and
keywords.
• I changed automated bid strategy from target impression share to maximize clicks, and increased bid
limit to capture more clicks.
• I added responsive search ads to improve click-through rate.
• I fixed disapproved call ads extensions by linking Search Console to Google Ads.

2. Monabelle A. Salaan
Inbound Marketer, SEM Specialist
Email me at monabelle.salaan@gmail.com
Results
After implementing the changes, we saw an increase in conversion rates from 3% to 25% and decrease of
cost per conversion from $1278 to $57 by month's end.
The click-through rate slightly improved from 2.77% to 3.34% after a month that responsive search ads were
implemented.
Insights
The study highlights how setting up conversion tracking properly and creating a structured campaign helps
business increasing conversions.