Riverwood Landscape
156 Conversions and a 17.13% Lift in Impression Share After a Google Ads Rebuild
Client Overview
Riverwood Landscape came to Merged Media with a Google Ads campaign that was already spending money — just not well. The account had been built as a catch-all, and it was competing in one of the more expensive, more crowded auctions in local services.
Merged Media took over management of the campaign and rebuilt it from the structure up.
The Challenge
The account was not short of budget or intent — it was short of structure. Every keyword sat in a single campaign, the ad copy did not match what people were searching for, and the conversion data guiding every decision was wrong.
On assuming control of the campaign, Merged Media encountered exorbitantly high cost per click draining the budget rapidly, a click-through rate falling short of industry benchmarks, and a cost per conversion lagging behind benchmarks in both peak and off-peak season.
Worse, conversion tags were misfiring on unintended pages — which meant every optimisation decision made before the rebuild was being made on bad data.
Core Problems
- Exorbitantly high cost per click, draining the campaign budget rapidly
- Below-average click-through rate, falling short of industry benchmarks
- Cost per conversion lagging benchmarks in both peak and off-peak season
- Conversion tags misfiring on unintended pages
- Intense competition, with competitors consistently outbidding and winning auctions
A catch-all campaign cannot be optimised into a good one. When all the keywords live in one place, nothing can be made specific — and specificity is what wins auctions.
The Solution
Rather than adjusting bids and hoping, Merged Media initiated a comprehensive review and restructuring of the entire campaign — then fixed the measurement so the optimisation that followed was based on something real.
Strategic Overhaul
A full review and restructure of the campaign, rather than incremental bid tweaks on top of a structure that could not work.
Precise Ad Grouping by Service
Ad groups were configured for each individual service, replacing the previous catch-all approach where every keyword was dumped into a single campaign with no specificity at all.
Ad Text Rewritten for Relevance
New ad copy was crafted to align tightly with the keywords it was serving against — replacing text that lacked impact and relevance to the terms being bid on.
Conversion Tracking Repair
The misfiring conversion tags were identified and resolved, so the account was finally reporting real conversions on the right pages — and optimisation decisions were being made on accurate data.
Cost Efficiency Through Structure
With the structure and the measurement fixed, the account became cheaper to run and more effective at the same time. The restructure delivered:
- Enhanced relevance between ad text and targeted keywords
- More cost-effective CPCs through strategic restructuring
- A higher conversion rate per service from precise ad grouping
- Conversion tag misfirings identified and resolved
Results & Impact
Measured from the month Merged Media took over (March 27 – July 31, 2023):
Conversion rate of 4.50% — an increase of 3.67%.
156 conversions — 148 more leads generated under Merged Media’s management.
44 phone calls — an increase of 27 additional calls, reflecting improved engagement and customer interaction.
27.12% impression share — a substantial 17.13% increase, indicating a broader and more effective campaign reach.
What This Means:
Riverwood is now reaching more of its market and converting more of what it reaches. Impression share and conversion rate moved together, which is the tell that the improvement came from relevance rather than from simply spending more.
Why It Worked
The Account Was Rebuilt, Not Tuned
A catch-all campaign cannot be optimised into a good one — the structure itself was the problem, so the structure is what changed.
The Measurement Was Fixed First
Conversion tags firing on unintended pages meant every decision before the rebuild was made on bad data. Nothing else could be trusted until that was resolved.
Specificity Beat Spend
Precise ad grouping per service, with copy written for those keywords, lifted both conversion rate and impression share — better reach and more of it, without simply bidding higher.
Relevance Lowered the Cost
Refined ad text significantly improved relevance to targeted keywords, and strategic restructuring led to more cost-effective CPCs in a competitive auction.
Seasonal Pressure Handled
Cost per conversion had been lagging benchmarks in both peak and off-peak season. Restructuring addressed the underlying inefficiency rather than chasing it season by season.
Key Metrics:
- Conversion rate 4.50% — up 3.67%
- 156 conversions — 148 more leads than before
- 44 phone calls — 27 additional calls
- Impression share 27.12% — up 17.13%
Working with Merged Media
Contact Merged Media today to start your journey toward business growth and success:
The successful optimisation of Riverwood Landscape’s Google Ads campaign illustrates the importance of a meticulous approach to campaign management. Through strategic restructuring, targeted ad text and precise ad grouping, Merged Media overcame the initial challenges and drove positive outcomes for the client — a demonstration of the transformative impact of effective campaign management in a competitive advertising landscape.
Phone: +1 866-798-7954
Email: info@merged.ca
Services in this case study: Google Ads management and conversion tracking for landscaping and home services businesses.
