Who says your ad strategy must always focus on an online store? In this case, the best approach wasn't to drive traffic to a website but to a physical location.
The right strategy depends on several factors:
- Your primary goal—do you want online visitors or in-store foot traffic?
- What does business really needed?
- The quality of your website and its user experience — Does it meet customer journey?
- The type of product or service you're selling.
For this project I work with, the service was a laundry and carpet cleaning business in Mecca. online purchases campaigns performed poorly due to a flawed website, a poor user interface, and a broken customer journey that resulted in low sales.
After analyzing the data, I discovered that a direction-based ad campaign was the most effective solution. I launched a new campaign focused on getting people to the physical location, and the results were impressive. I also maintained close communication with the client to understand what customers were asking about, ensuring we were addressing their needs directly.
This strategic pivot to a local-focused campaign delivered outstanding results by connecting the business with customers who were ready to visit the store.
Here are the results for the local directions campaign.
Campaign Performance Summary
Key Observations
This campaign successfully drove nearly 13,000 direction requests to the physical store. This impressive number of local actions, combined with a low average cost per click of just 0.31 Riyal, clearly demonstrates that focusing on real-world actions was the most effective strategy for this Laundry.
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