Calcamite Google Ads

Google Ads

Calcamite, a division of JoJo Tanks (Pty), is a leading innovator in packaged wastewater treatment plants in South Africa. With over 40 years of experience, they provide cutting-edge, eco-friendly solutions for efficient and safe wastewater management. Since partnering with Ruby Digital, their primary business goal has been to increase online market share through intent-based conversions and increased traffic and brand exposure.

60.70%

increase in impressions.

88.43%

increase in clicks.

65.53%

increase in conversions.

Calcamite Google Ads

Google Ads

Calcamite, a division of JoJo Tanks (Pty), is a leading innovator in packaged wastewater treatment plants in South Africa. With over 40 years of experience, they provide cutting-edge, eco-friendly solutions for efficient and safe wastewater management. Since partnering with Ruby Digital, their primary business goal has been to increase online market share through intent-based conversions and increased traffic and brand exposure.

60.70%

increase in impressions.

88.43%

increase in clicks.

65.53%

increase in conversions.

Brief & Objectives

Calcamite came to Ruby Digital enquiring about Google Ads with a goal to improve their intent-based conversions and increase it. They’ve previously had a Google Ads account with created campaigns and ads. Our objective was and is to improve the number of conversions Calcamite is getting through creating and improving ads as well as budget management. Another objective with their Google Ads service was to improve their own credibility and brand since they are a child company of the renowned JoJo tanks, and only recently created their website (at the time of activating our services in July 2022).

Challenges

Initially, a key challenge was to rapidly establish trust and brand recognition/awareness in an industry that is very much competitive. What added to this challenge was the fact that Calcamite also had very low visibility with a young website containing minimal content. We also experienced pain points that caused indexing issues with the product pages, which in turn affected the campaigns by not being able to have dedicated landing pages.

Our Solution

To address our challenge, we devised the following solution:

Multiple Campaign Types: Taking on both the focuses of improving conversions and boosting the brand, we used Search and Display campaigns. The Search campaigns allowed us to divide between targeting product focused keywords with branded keywords down the line, while the Display campaign allowed us to enhance the brand by showcasing imagery with branded products to specific users from specific industries which had an interest in the product.
Improved Audience Signals: We focused on adding relevant and focused audience signals to all campaigns, whether it be in-market audiences (users who are actively researching or comparing products and services within a specific category) or affinity audiences (a group of users who have demonstrated a strong interest in specific topics, lifestyles, or hobbies). We also focused on adding the correct location targeting to ensure we target the relevant and most favourable places for conversions.
Inclusion of a Performance Max campaign: After the campaigns have run for a while, we introduced a PMax campaign. This campaign is geared towards focusing on just leads, by targeting users similar to those that have previously converted. Essentially, this occurs by feeding the campaign this information through using Google Analytics data.