Norva24
29% growth in leads and -48% reduction in CPA
Read more about how we helped Denmark's largest sewer service company increase the number of leads while reducing the price per lead.
“We can also hear that the phones are ringing much more in the departments – so our general visibility has certainly increased considerably.”
Peter Løwe, Head of Communications and Marketing | Norva24
Desire to reduce price per lead and streamline their marketing mix
In 2023, we began collaborating with Norva24 to optimise their Google Ads and Microsoft Ads strategy.
Norva24 offers services within sewerage and underground infrastructure and needed to improve their digital advertising on Google Ads, as they had a high cost per lead on their digital platforms.
Norva24 wanted to test new strategies to generate more leads and reduce costs. To this end, they sought help to ensure that their setup was as effective as possible.
Snevagten wanted to focus specifically on Google Ads and improve their existing setup to reach the right target groups and increase conversions.
Development and integration of AI weather system for Norva24’s Google Ads
We started with a thorough review of Norva24’s existing Google Ads setup. This included a detailed analysis of their current campaigns, keywords, adverts, and landing pages.
We started by testing different ad texts in search campaigns to identify which type of texts could generate the most conversions and reach relevant target groups. This resulted in more targeted and effective ads.
We also discovered that leads are most likely to be generated when it rains in a given area. Weather was therefore an important variable that we wanted to be better at bidding on, so we set about building an AI-based tool that can automatically adjust bids up or down at city level depending on the amount of rainfall.
We measure the KPIs that matter to Norva24
Statistics directly from Google Ads
1 April – 31 May 2024 vs 31 January – 31 March 2024.
29
More leads compared to the previous period.
-42
Reduction in price per lead (CPA) compared to the previous period.
5
5.8% con. rate. 52% higher than previous period.
32
Reduction of waste based on optimisations.
+150
Leads per month via pull advertising via Google Ads and BING.
100
100% focus on the B2B segment via advanced target groups and multipliers.
1. AI weather system to automatically adjust bids on Paid Search
After analysing the setup on Google Ads, we were able to identify three core areas where we could make a noticeable difference to the advertising.
We noticed that there were more conversions when it rained in a given area. So, we set up an integration between Google Ads and our own AI tool, which automatically adjusts keyword bidding based on rainfall, regardless of cities and areas throughout Denmark. This resulted in a 29% increase in the conversion rate and a reduction in the price per lead, as this integration has made it possible to increase bids when it rains.
2. Optimisation of keywords
The account had +300 keywords that were rarely activated. This meant that data was scattered and that it was not possible to obtain significant data for adjustments. We therefore grouped keywords that had over 20 monthly visitors into clusters and structured the ads based on search intent.
3. Manual and database adjustments
The account was set to automatically manage headlines on all ads. This was not optimal, as Google aims for a high CTR because that is how they make money, not conversions. Therefore, we switched all campaigns to “do not rotate” on ads and set up our own reports, which we could use to monitor and analyse the best headlines and manually change the texts on an ongoing basis.
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