log in
Free Report

Water World Medford Powersports

Business Overview

Water World Medford is a premier Powersports dealer in Medford, Oregon, specializing in the sale and service of a diverse range of recreational vehicles, including boats, motorcycles, ATVs, snowmobiles, and wave runners. Located in a key market for outdoor and water recreation, their goal is to connect high-value buyers with their extensive inventory and service department.

Objective

The client sought to leverage Google Ads to drive high-quality sales leads, specifically encouraging interested individuals to call for pricing, inventory checks, or financing inquiries.

The primary objective was to:

  • Increase the quality and volume of high-intent calls and leads.
  • Significantly decrease the Cost Per Lead (CPL) to improve campaign profitability.
  • Optimize ad spend for better quality leads to address poor-quality calls.

Challenges

Water World Medford faced common yet complex challenges inherent in the competitive, high-value Powersports market:

  1. Low Quality Calls and High CPL: The existing campaigns were generating leads at a high cost (CPL of $52.57) and, critically, many of the calls were from unqualified prospects (e.g., general inquiries, out-of-market shoppers), wasting the sales team’s time.
  2. Product Segmentation Complexity: Advertising for a wide range of high-ticket items (boats vs. motorcycles vs. snowmobiles) required complex targeting to ensure the right product ads reached the right seasonal buyer.
  3. Intense Local Competition: Battling for visibility against other regional dealers and national classified sites for high-value keywords like “new boats for sale” resulted in competitive bidding and inefficient spend.
  4. Inconsistent Results: A high CPL and low-quality leads indicated the campaigns were not optimized to consistently capture genuine buyers, leading to volatile sales performance.

Solutions: Precision Campaign Optimization

We implemented a sophisticated, multi-layered optimization strategy focused on achieving surgical precision, directly transforming campaign efficiency and lead quality for Water World Medford.

  • Deep-Dive Keyword Mining: Executed an exhaustive keyword research phase, transitioning from broad terms to high-intent, long-tail variations specifically targeting the Bottom-of-Funnel (BOFU) user.
  • Strategic TCPA Implementation: Applied Target CPA (TCPA) bidding only to underperforming campaigns that showed high conversion cost variance. This leveraged machine learning to stabilize and drive down CPL, forcing these budgets to adhere to a strict profitability threshold.
  • Continuous Ad Copy A/B Testing: Initiated a rigorous rotation of Responsive Search Ads (RSAs), employing statistical significance tests to identify the highest-converting headline and description combinations.
  • Conversion and Call Quality Refinement: Implemented advanced conversion tracking parameters, focusing on call duration filtering to ensure only qualified service calls (e.g., calls exceeding 60 seconds) were counted, directly improving the recorded lead quality metric.
  • Exhaustive Negative Keyword Sculpting: Performed daily maintenance on the search term report, aggressively adding broad and phrase match negatives to filter out low-value traffic, which was the root cause of the “poor quality calls” challenge.
  • Competitive Campaign Build-Out: Launched a new Seasonal Snowmobiles campaign built from the ground up to capitalize on time-sensitive, high-value demand, resulting in exceptional performance and efficiency.
  • Competitor Analysis: Instituted daily monitoring of competitor auction activity and impression share data to strategically adjust maximum bids and refine ad schedules to stay competitive and maintain visibility in the auction.
  • Audience-Level Bid Adjustments: Implemented granular bid adjustments based on audience segments (e.g., ‘Past Converters,’ ‘High-Value Demographics’) to aggressively bid up for users with the highest probability of conversion and bid down for those less likely to convert.
  • Quality Score Enhancement: Focused optimization efforts on improving Quality Score across core ad groups by ensuring tight relevance between keywords, ad copy, and landing page content, thereby reducing Effective CPC.

Results: Before and After Optimization

The strategic optimizations led to a rapid and significant improvement in both campaign efficiency and lead generation quality, achieving an impressive 28.5% reduction in the Cost Per Lead (CPL) within a short period.

Before

After