ZONE increases monthly paying customers by 205% in 15 months with Google Ads

Zone

Zone is an independent domain registrar and web hosting provider with over 25 years of experience. Trusted by tens of thousands of customers across Europe, delivering internet presence services.

Our Approach

• We started by reorganizing the Google Ads account by:
  • Updating the keyword structure, removing low-volume, irrelevant, or not-performing keywords. We also made sure we have full coverage of searches around all relevant generic keywords
  • Rewriting ad copy to align with brand key USPs. Based on this cleaner foundation, we ensured higher Ad Relevance and better Quality Scores
• We implemented Micro Conversions to get a clearer view of the full user journey. This provided us with actionable insights into how users engaged and identified other potential keyword themes.
• We leveraged Google’s Smart Bidding, utilizing Portfolio Strategies and conversion-focused bidding to optimize campaign performance. The structure was consciously and gradually refined into a more efficient one, based on recent progress.
• After a few months of data collection and testing, we reviewed performance to identify top-performing assets and keywords. Based on those learnings, we streamlined the keyword structure and introduced additional ads. The final change involved updating the bidding strategies and asset priorities, which helped us maximize the results.
• Finally, we made a strategic pivot to broad match keywords, which instantly expanded our reach and search query coverage. As a result, we saw lower CPCs and significantly increased traffic volume (together with an increase in conversion-related metrics).