An online hardware distributor came to Mad Fish seeking help with a well-established and fairly sophisticated AdWords Pay-per-Click (PPC) account. While the account had been performing well over the previous twelve months, the client wanted more activity in the form of phone calls and leads without a significant increase in budget. We determined a Cost per Conversion (CPA) amount that he was comfortable with, and set to work optimizing the account.


Mad Fish worked with the client to develop goals for the account that directly impacted their bottom line:

  • Reduced Cost per Click (CPC)
  • Increased conversions within a set CPA
  • Increased market share for most important keywords


Mad Fish got to work optimizing the PPC account by first organizing keywords into tighter ad groups. Then, keywords were segmented by match type to obtain greater control over the ad copy displayed for searches on variations of those keywords. Finally, a closer look at historical data was taken and budgets were reallocated to prioritize high performing keyword sets.

Results: Non-Branded PPC Conversions Increased 35%

Results were almost immediately positive. By controlling the keyword themes and match types, Mad Fish was able to increase impression share for those keywords that were historically high converters. Conversion rates were 35% above average for the same period in the previous year.


Results: Decrease in Cost per Click and Improvement in Ad Position

Additionally, the advanced keyword control led to more relevant ad copy, which in turn reduced cost per click while simultaneously improving ad position.

Results: 38% Increase in Market Share

Market share for the account also improved over the period, climbing from less than 30% to more than 68% in 3 months.