Case studies
Study Case – Google Ads & Microsoft Ads Campaigns Optimization For JAN-PRO
Ursa Marketing’s Mandate for JAN-PRO
JAN-PRO is a recognized leader in commercial cleaning services. In 2022, the company asked our digital marketing agency to audit their advertising campaigns on Google Ads and Microsoft Ads, as well as carry out a complete SEO audit of its website.
Our deep expertise and analytical approach allowed us to identify significant opportunities for improvement. This case study focuses on the strategies and actions we implemented to optimize JAN-PRO’s Google Ads & Microsoft Ads campaigns, transforming their advertising investments into tangible and measurable results.
JAN-PRO Franchise Systems International was founded in Rhode Island in 1991 by Jacques Lapointe. In 1995, JAN-PRO Canada was created and has since experienced impressive growth. Today, it is Canada’s premier franchise-based commercial cleaning company, with 27 local offices across the country.
JAN-PRO was looking to improve the performance of its advertising campaigns on Google Ads and Microsoft Ads to reach a wider audience and increase conversions. Our team carried out a detailed audit of the campaigns and proposed strategic recommendations to improve performance. We also implemented these recommendations.
Our Mandate: Raise awareness of the services offered by JAN-PRO Canada and increase leads through paid advertising on the Google Ads and Microsoft Ads platforms.
Mandate Challenges
Our main challenge was to optimize JAN-PRO’s existing campaigns to improve their effectiveness while distributing the budget appropriately. To get there, we first had to overcome several barriers:
- Suboptimal conversion tracking: Some conversions were missing and advanced conversion tracking had not been implemented. This made it difficult to accurately assess campaign performance.
- Inadequate campaign structure: Existing campaigns were not structured optimally, with 7 to 15 ad groups per campaign. These groups were cannibalizing each other due to their similarity, and the branded ad groups consumed a disproportionate share of the budget.
- Keyword issues: Keywords repeated across ad groups, resulting in duplicate targeting. Broad match keywords were also being used, generating impressions for searches that were irrelevant to JAN-PRO’s offering. What’s more, the keywords had a low quality score average.
- Tangled geographic targeting: Targeted locations overlapped, which meant multiple campaigns targeting the same geographic areas. This diluted the effectiveness of advertising efforts.
- Lead quality: It is difficult to generate quality leads and effectively differentiate between targeting leads interested in buying a franchise and those interested in commercial cleaning services.
These challenges required a complete review of JAN-PRO’s campaign strategies to maximize results and hit its objectives.
Digital Marketing Strategies and Tactics Deployed
We developed a comprehensive strategic approach that integrates a variety of tactics to address the challenges related to JAN-PRO’s mandate.
Performance Measurement
Our first key task from the onset was to accurately measure website events. We wanted to calculate the real impact of online marketing efforts by testing tracking tags and setting up call tracking from ads. We also linked the Google Ads account to Google Analytics 4 (GA4), which had not yet been done.
We also implemented advanced performance monitoring to better measure the impact of Google Ads et Microsoft Ads campaigns.
Digital Advertising Campaigns
To overcome the challenges identified, we implemented a series of strategies and actions to optimize JAN-PRO’s Google Ads and Microsoft Ads campaigns.
We started by revamping the campaign structure. We reduced the number of ad groups per campaign and eliminated redundancies.
We also conducted an exhaustive search of keywords based on search volume to identify trends. To do this, we used SEMRush and Google Search Console for organic analysis, extracting the most popular and best-performing search terms from existing campaigns. We also carried out A/B tests with different groups of keywords.
This approach allowed us to create homogeneous keyword groups. We then created new distinct ad groups for these keyword groups by campaign.
Additionally, we reorganized campaigns by region and adjusted geotargeting to eliminate overlap. This enabled us to ensure that each campaign targets distinct areas effectively and consistently. For the branded ad groups, we opted to run separate campaigns to isolate them and better control their budget and performance.
We also performed a thorough keyword audit to eliminate duplicates. We opted for more specific keyword matches to avoid irrelevant clicks and impressions. We improved keyword quality by adjusting bids and optimizing ads and landing pages to increase the quality score.
Lastly, to improve lead quality, we identified keywords and audiences likely to attract low-quality leads. We then excluded these elements from campaigns to generate higher-quality leads.
Through these combined targeted efforts, we transformed JAN-PRO’s Google Ads and Microsoft Ads campaigns, making them much more effective.
+16,17%
increase in average session duration
+18,07%
increase in the number of interactions on landing pages
+14,66%
increase in the number of new leads
+2,82%
increase in average page views per session
Number of new HubSpot leads compared with previous year
Speak with a digital marketing expert
Maximize your online presence! Fill in the form for a personalized consultation, customized strategies, and tips to improve your visibility and ROI.