Selective Geo Targeting
Improves Lead Quality

An interior decorator client had been running PPC ads for a few months, and was maxing out her budget each month, but wasn’t seeing the best lead quality. Our keyword strategy was well optimized, and the website had strong visuals and calls to action. So with all of that in place, we turned our attention to the geographic targeting. 

Originally, the client was happy to provide services anywhere within a 20 mile radius. But not all towns within that radius were necessarily home to her ideal clientele. When we examined the geographic data. We saw that much of her ad spend was going towards the most highly populated regions. Our ads were getting a lot of traffic volume from users in these towns, but even when these users became leads, the leads weren’t converting into projects for our client.

So we joined our client in a screenshare to look at the map and together we strategically sculpted a geo target of ten 1-mile radius targets. 

The impact was clear. By concentrating the same budget on a more targeted geographic footprint, the campaign became more competitive within those areas. As a result, we saw an increase in impression share. 

With the ads now reaching a more relevant audience, the users who clicked through were better fits for our client’s services. The site’s content, portfolio, and messaging resonated with them, and we saw on-site engagement improve. Most importantly, the volume and quality of leads increased. 

In PPC, the goal is never just more clicks. It’s the right clicks. By being more intentional about where the ads appeared, we attracted users who were more likely to become real customers.