After conducting a comprehensive audit, Closed Loop discovered Bloomerang’s initial campaign structure worked against Google’s AI. To increase the volume of quality leads, Google’s AI needed the right signals. Our first order of business was implementing sweeping brand negatives across campaigns.

Because non-brand campaigns drove brand traffic, greater consolidation of top-performing terms was possible. Non-brand strategy was then empowered with ad copy testing and landing page conversion rate optimization.   

Next, budget was focused on top-performing channels, with spend concentrated primarily into singular campaign groups. With Facebook and Google Ads optimized to drive bottom-of-funnel traffic, the focus shifted to top and middle funnel strategies.