We are a Google Partner Agency and help companies generate leads and new business through the Google AdWords platform, and so we love observing what others are doing on the PPC Marketing front.

We Google a search term and evaluate the top 3 Google Ads as well as their landing pages for their ability to ATTRACT and CONVERT visitors.

We grade each campaign out of 10:

• 5 Points ATTRACT: the actual Google Ad
• 5 Points for CONVERT: the Landing Page experience

Let’s get started!

Google Ad #1
Company: JGNKitchens

AdWords Ad:

The Good…

• “Custom Made” is probably something you want to highlight in your ad, as it shows differentiation and might prevent those looking for the lowest price to click on your ad (which is what you want if in fact you’re not the lowest price)
• Good to know they cover design and installation

The Not so Good…

• The address is in Mississauga, but ad should indicate that they serve Oakville
• No real call to action (such as get a quote)

Ad Score: 2.5/5

Landing Page:

The Good…

• It’s very visual, and the gallery images rotate.

The Not so Good…

• The logo in top left is pixelated a little bit, and the slogan is cut off.
• There is simply no information on this page, no phone number, no form to complete, no call to action – nothing but navigation links

Landing Page Score: 1/5

TOTAL ADWORDS SCORE: 3.5/10

Google Ad #2
Company: Kitchen for Kitchen

AdWords Ad:

The Good…

• Good use of Oakville in the headline
• Keywords are in the headline, display url, and description – well done

The Not so Good…

• Should include phone number or address
• Not really a call to action, description doesn’t differentiate

AdWords Score: 3.5/5

Landing Page:

The Good…

• A super clear call to action (is there any doubt what they want you to do?)
• A big visual phone number and form
• Great offer with “Get a Free Backsplash” (but they should have used that in the ad too)
• I like the credibility building with the n49.ca and homestars reviews right on the homepage

The Not so Good…

• Not much to dislike on this page, only issue is that I don’t see any mention of “Oakville” from my original search, and the 416 phone number tells me company is probably in Toronto

Pinnacle Design Landing Page Score: 4.5/5

TOTAL ADWORDS SCORE: 8/10

Google Ad #3
Company: Dream Home Creations

AdWords Ad:

The Good…

• I like the action-oriented headline “Get Your Dream Kitchen”
• Better call to action to book a consultation

The Not so Good…

• No mention of Oakville
• No phone number or address

AdWords Score: 2/5

Landing Page:

The Good…

• Clear call to action to book a renovation consultation with simple form
• Certified team since 2004 lends credibility

The Not so Good…

• Landing page should be specific to my original search intent of “kitchen renovations”
• I see a phone number but don’t see where business serves or is located until reading paragraph
• A captcha is not a good idea for a landing page form, it will decrease conversion by approx. 20%

Landing Page Score: 2/5

TOTAL ADWORDS SCORE: 4/10

Who’s Getting My Business for “Kitchen Renovation Oakville”?

Kitchen for Kitchen is going to get my business, with a total AdWords score of 8/10.  They have a good ad, and an even better landing page with a clear call to action, a great and limited time offer, and added credibility to boot!

We want to hear from you!  Let us know what industry you’re in, and we’ll focus on it for our next edition of “Exemplary Examples of Google AdWords Done Right (and Wrong)!  Tweet me @robertclarkey