🤯 Website Redesign Slashed Google Ads Costs by 50%!! 📈 (Case Study)

Ever stumbled upon a website that makes you want to scream? You know the kind: impossible to navigate, information buried six layers deep, and a design that looks like it's straight out of 1999.

Frustrating, right?

Now imagine your customers feeling that same way about YOUR website. Ouch. It's not just a bad look – it's costing you serious money in wasted ad spend.

A bad website doesn't just frustrate visitors; it actively sabotages your Google Ads performance, driving up your costs and eating into your profits.

Imagine cutting your cost-per-click in HALF while doubling your click-through rates. That's exactly what happened in this case study, where a simple website redesign led to a 50% reduction in Google Ads costs, a 91% increase in conversions, and a 24% lower cost-per-conversion.

The Problem: A Restaurant's Google Ads Struggle

This popular eatery was serving up delicious dishes and building a loyal following, but their online presence wasn't quite as appetizing. The owner, like many small business owners, wanted to boost sales and profits through Google Ads. He was frustrated with his current campaign performance and eager to see better results.

However, when we dug deeper into his Google Ads campaigns and website, it became clear that the website itself was the main culprit. It was like having a fantastic menu but a dining room that was dingy, disorganized, and difficult to navigate. No matter how good the food was, potential customers might be turned off before they even had a chance to taste it. This restaurant's website was in dire need of an overhaul.

Conversion actions tell Google what actions on your website are most important to you – whether it's someone making a purchase, booking a reservation on Open Table, requesting driving directions, or simply clicking the "call now" button.

Without this crucial feedback loop, Google Ads is essentially flying blind. It doesn't know which clicks are truly valuable, making it harder to optimize your campaigns for the best results. This leads to:

Setting up conversion tracking can seem a bit daunting at first, but it's a critical step towards Google Ads success. Need help getting your "digital plumbing" in order?

Check out these helpful resources:

• Google Ads Conversion Tracking
• Or schedule a 15-minute call with me to discuss your project.

Don't let your Google Ads campaigns go down the drain – get your "digital plumbing" sorted today!

Beyond the missing "digital plumbing," the restaurant's website suffered from a range of usability and design flaws that were actively driving customers away. It lacked a clear "direct response" approach – a crucial element for online success.

This restaurant's website fell short on almost all fronts. Key elements were missing, buried, or poorly designed, creating a frustrating experience for potential customers. Here are some of the major pain points:

These issues created a frustrating experience for potential customers. Imagine landing on a website and struggling to find basic information like the restaurant's location or phone number. You'd likely give up and look for another option, right? That's exactly what was happening to this restaurant, leading to lost customers and missed revenue opportunities and the performance of the Google Ads campaign underscores the impact of this.

The Solutions

Effective website design starts with empathy. Put yourself in your customer's shoes. What are they trying to achieve when they visit your site? What information do they need? What actions do they want to take? What are their most immediate needs?

Instead of leading with "we're amazing" and "here's our story" (though those elements have their place), focus on addressing your customer's immediate needs. Make it easy for them to find what they're looking for, whether it's your menu, location, contact details, or online ordering options.

Prioritizing user experience (UX) is not just about making your customers happy (though that's certainly important!). It also has a direct impact on your Google Ads performance. Google rewards websites that provide a positive user experience with:

In short, a customer-centric website design is a win-win. It creates a better experience for your customers and leads to improved Google Ads performance, helping you get more bang for your buck (more profit which is the goal of any business).

Below is what the new header and Home page looks like. The client wanted to keep the same general color scheme and branding. And it's these changes that led to a dramatic improvement in the Google Ads performance. 

And here are the results that came out of this website redesign:

These changes weren't just about aesthetics; they were strategic improvements designed to guide visitors towards desired actions, ultimately boosting conversions and improving the restaurant's return on ad spend.

The Results

The website redesign wasn't just a cosmetic makeover; it was a strategic investment that paid off handsomely. After launching the new and improved website, the restaurant experienced a dramatic turnaround in their Google Ads performance:

Cost-per-click plummeted by 50%: 

The restaurant was now paying half as much for each click on their ads, significantly stretching their advertising budget.

Click-through rates (CTR) more than doubled:

The revamped website was clearly resonating with potential customers, enticing them to click through to the site at twice the previous rate.

Conversions skyrocketed by 91%:

The user-friendly design and clear calls-to-action resulted in a massive increase in desired actions, whether it was online orders, phone calls, or reservation requests.

Cost-per-acquisition (CPA) decreased by 24%:

Not only were they getting more conversions, but they were also acquiring those customers at a lower cost.

These impressive numbers translate into real-world benefits for the restaurant:

This case study demonstrates the powerful impact a well-designed website can have on your Google Ads campaigns. It's not just about looking good; it's about creating a seamless and engaging experience that drives conversions and maximizes your return on investment.

Key Takeaways and Actionable Tips

This case study underscores a crucial point:
your website is half the equation when it comes to Google Ads success. You can have the most brilliant ad campaigns and a hefty budget, but if your website isn't up to par, you're essentially throwing money away.

Think of it this way:
your ads are like a fishing rod, reeling in potential customers. But your website is the net that needs to catch them. If your net is full of holes (poor design, confusing navigation, slow loading times), those valuable customers will simply slip away.

Here's a checklist of essential website elements to ensure you're making the most of your Google Ads investment:

Take Action Now!

Don't wait another day to optimize your website. Conduct a thorough audit, identify any conversion roadblocks, and ensure your "digital plumbing" is in place. 

Need help getting started? 

Additional resources:

Website Design Video Series where I go into much more depth about how to build high-converting websites: