Google AdWords Google AdWords
PPC Management & Marketing PPC Management & Marketing
34% Decrease in cost per aquisition
30% Increase in converted clicks


Tu Projects has been delivering high-quality results in shopfitting for many industry verticals, including retail, hospitality and office environments.

Our objectives were to increase the amount of enquiries, reduce CPA and improve other key performance metrics.


The objectives set to us included:

  • Increasing the amount of enquiries
  • Reducing the site’s CPA
  • Increasing the number of clicks that go on to convert.

With these arranged, we were able to develop the right strategy to meet them.


Campaigns were constructed in a tightly knit fashion where we could have the most control over the keywords using a match type strategy. Initially we set keywords broader to cast a net and gain insights into what users were exactly typing in. Then we started to refine the campaigns using Search Query Reports and integrating new keywords using a more refined match type strategy.

The new campaign’s Ad Groups were then run to gather stats and maintain a healthy conversion rate, at which point we analysed what locations conversions were coming from using Google Analytics. We focused on locations that were generating low ROI and a high cost per conversion; these were given a lower bid through location bidding adjustments, while those locations that were driving performance were prioritised with a higher bid. This allowed us to achieve a greater enquiry rate and a much lower CPA.

Once enough data had been collected, we analysed the time of day when traffic was best and at what time conversions were more likely to occur. Bids on top-performing keywords were adjusted accordingly to match the top converting hours.


By using the tools available to create targeted paid search campaigns, we were able to get some impressive results for Tu Projects. These were headlined by:

  • A 34% decrease in their cost per acquisition – the key result of smarter bidding
  • A 30% increase in converted clicks – down to the targeted and relevant ads served to the right people at the right time.

Needless to say, the client was extremely happy with the work of our Paid Media team.

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