Transforming Omnilux’s Google Ad Strategy for Exponential Growth

Client: Omnilux

Period: November 1, 2023 – July 17, 2024

Comparison Period: November 1, 2022 – July 17, 2023

Background

Omnilux approached us with a heavy reliance on branded search, dedicating 90% of their Google Ads budget to this area. This strategy resulted in high costs with limited growth potential. Our goal was to reallocate their budget, improve their ROAS, and drive substantial growth through non-branded efforts.

Strategy Shift

  1. Reduced Branded Search Spend: Cut the branded search budget from 90% to below 10% of the total Google Ads spend.

  2. Optimization of Branded Search: Shifted from an impression share strategy to CPC, reducing the cost for branded searches.

  3. Focus on Non-Branded Campaigns:

    • Launched non-branded search campaigns.

    • Targeted competitor search terms.

    • Implemented Performance Max (PMax) acquisition campaigns.

  4. Organic Search Emphasis: Encouraged reliance on organic search for branded terms, saving significant ad spend.

Results: (Not including brand search)

  • Conversion Value / Cost: Improved by 34.88%, reaching a ratio of 2.23.

  • Impressions: Skyrocketed by 84,043.67%, totaling 135,400,625.

  • Clicks: Increased by 17.52%, achieving 1,242,XXX clicks.

  • Average CPC: Decreased by 41.42%, now at $2.85.

  • CTR (Click-Through Rate): Reduced by 79.06%, down to 0.92%.

  • Total Cost: Jumped from $641,265.89 to $3,493,244.02, reflecting a change of +444.70%.

  • Revenue: Increased from $1,059,108.97 to $7,781,882.87, marking an astonishing growth of 634.76%.

Financial Impact

  • Revenue from Google Ads: $7,781,882.87 for the current period compared to $1,059,108.97 for the previous period.

  • Cost Savings: Significant reduction in branded search costs, reallocating funds to more effective non-branded campaigns.

  • ROAS Improvement: By optimizing branded search and investing in high-impact non-branded campaigns, we increased the ROAS and drove substantial revenue growth.

Conclusion

By drastically reducing the reliance on branded search and reallocating the budget to more effective non-branded campaigns, Omnilux experienced exponential growth in impressions, clicks, and overall revenue. This strategic shift not only optimized their ad spend but also significantly boosted their return on investment.

Omnilux’s transformation showcases the power of strategic reallocation and optimization in digital marketing, setting a benchmark for future campaigns.