Updates Calls - IFM

Hi Everyone,

I thought I would reach out with some updates on what we see with the Google Advertising campaigns.

Take a look, and for a more robust picture of data specific to your markets, I recommend using the Google Data Studio links to check data from multiple sources.

The campaigns are doing great since the additional changes and optimizations were made. Winnipeg is slowly improving, and we appreciated Dennis' email updating us on the language and calls he had received. Any feedback, good or bad, is valued.

There is a budget recommendation for Vancouver, which means there is more potential for increased spending to bring in additional phone calls.

The data below is from (Aug 22- Aug 28), and shows some interesting metrics. We've made changes based on past experimentation, A/B testing and performance insights. Not only from each market but work Ash and the team does on optimizations.

Each market is titled and changes and adjustments have been listed out.

Calgary: (16 calls)
Please note that the campaign went through a few changes on the 17th. Although the learning stage has just ended, the overall optimization still takes about 15 days to be updated).



  1.  5 calls over 7 minutes (all from ads)
  2.  3 form submissions. (from direct and organic channels)
  3.  The call volume is lower as compared to the past few weeks (we are currently focusing on quality by optimizing for on-site calls and not direct calls from ads).
  4.  We are getting much higher search impressions from "private" service-based keywords. The top converting keywords of this week are (self managed care alberta, private home care Calgary, and private nurse Calgary). Previous periods of top performng keywords have been (senior home care Calgary, homecare Calgary, homecare assistance, home care services etc.)


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Winnipeg: (31 calls)
Please note that the campaign went through a few changes on the 22nd. Although the learning stage has just ended, the overall optimization still takes about 15 days to be updated)

  1.  The quality of traffic has improved significantly in both organic and paid traffic channels (the average number of goal completions that used to be 8 per week has jumped to 14 in the last week. This is from Google Ads.
  2.  4 calls over 7 minutes (all from ads)
  3.  2 form submissions. (from organic and Facebook )
  4.  There has been a series of calls (1-2 min long) made by employees which came in from clicking on an ad. There are also a lot of calls for employment. We are wondering if there have been any changes in terms of a new blog, new message, or a post on another platform around hiring in the market.
  5.  Organic traffic and call volume is still high.


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Vancouver: (25 calls)
This campaign is optimized and we're monitoring.

  1.  4 calls over 7 minutes (all from ads)
  2.  The calls for even as long as 2 minutes are very high quality as those people are in the primary stage and usually enquiring about the price or service types. 95% of the calls in this campaign are entirely on the services that we offer.
  3.  The campaign has been fully optimized for conversions as it has been running on this strategy for about 2 months now. We have the quality but also the quantity of call volume.
  4.  3 form submissions. (all from google ads)

[cid:image003.png@01D8BE0A.929AAB70]

Toronto: (28 calls)
This campaign is optimized, like Vancouver, we're keeping a close eye on everything.

  1.  5 calls over 7 minutes (all from ads).
  2.  Toronto has separate calling system compared to other markets. People leave their contact info for a call representative to call back, so there is no reason to discard the value of calls based on duration of a call.
  3.  4 form submissions. ( 3 from google ads 1 direct)
[cid:image005.png@01D8BE0A.929AAB70]

As mentioned before, the IFM team is here to help support the markets. If you want to chat, please reach out directly so we can line up a time to talk further!

Have a great day everyone!

John McColman
In Front Marketing
Results Driven Performance Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>
Suite 401 - 255 17 Ave SW, Calgary, AB

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