eXtraSearch Case Study - PPC for Online Shop

PPC Case Study: Reducing the Cost Per Conversion (CPC)

eXtra provided PPC services to Welco from June 2010

eXtraSearch helped Welco reduce
the cost per conversion 4.5 times

  pay per clickPPC Client

Welco sells industrial and commercial workplace equipment.The company had already been running a Google Adwords campaign and were looking for an experienced PPC agency to further improve the account’s performance. 

PPC Objective

To significantly improve conversion figures: increase conversion rate, reduce the cost per conversion and increase the number of transactions.


eXtra PPC Approach

  • Comprehensive review of the PPC campaign including running reports followed by performance analysis
  • Initial account optimisation                                              
  • Enabling conversion tracking for 3 types of conversions: sales, catalogue requests and contact forms.
  • Re-structuring the existing campaign
  • Performing a detailed keyword/market research in order to identify important terms that are missing in the current campaign
  • Adding a new products campaign
  • Ad copy optimisation: new ads tested, poor performing ads edited or paused
  • New landing pages tested
  • Bid management at ad group level and keyword level
  • Multiple reports run in order to calculate profit and ROI at campaign / ad group / keyword level

eXtra PPC Results

-       All Major KPI’s were considerably improved starting with the first month

-       Cost per conversion reduced by 77%  


Effective PPC management will give significant increases to existing campaign performance and the increased revenue from PPC campaigns will be significantly more than the PPC management fee.

Contact eXtra for further information on this case study.


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eXtraSearch success


"Our initial site was not achieving the visibility that we needed... ... eXtra proved invaluable in making full use of Google"

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Why eXtra?

Search Marketing Agency

Proven Track Record

Satisfied Clients

Wide Range of Markets

B2B Lead Generation

eCommerce Sales


"eXtraSearch managed the paid search account for one of our brands in 2010.They provided analysis and gave their own personal recommendations as to how the account should proceed. The success was clear to see, I would thoroughly recommend eXtraSearch."

Dan Cure, Welco
February 2011