Boosting Conversions with Quality Keyword Research

by Mladen Maksic | Sep 04, 2023


In this PPC case study, we delve into how we harnessed the power of extensive quality keyword research to elevate conversions for our client that sells products for industrial use. By identifying the right b2b keywords typical for each of the industries the client serves, we achieved significant improvements compared to previous generic keywords that failed to distinguish the unique product offerings of our client.


Our client  was facing challenges in their PPC campaigns related to keyword targeting:

  • Generic keywords resulted in low conversion rates and insufficient targeting of the intended audience.
  • The lack of distinction between industrial-related keywords and generic consumer keywords led to inefficient ad spend.


To address the challenges, our team has formulated a targeted strategy based on quality keyword research:

  • Conducted extensive research to identify specific industrial-related keywords relevant to the client’s products and services.
  • Created tailored ad groups and ad copies to align with the identified industrial-related keywords.
  • Utilized negative keywords to filter out irrelevant traffic and improve ad relevance



The quality keyword research strategy was implemented in the following steps:

  • Keyword Research & Analysis: In-depth research was conducted to identify a comprehensive list of industrial-related keywords and assess their potential impact on conversions.
  • Campaign Restructuring: The existing PPC campaigns were restructured to incorporate the new industrial-related keywords and remove irrelevant generic keywords.
  • Ad Copy Optimization: Engaging ad copies were crafted to align with the selected industrial-related keywords, ensuring better ad relevance.


Graph 1: Comparison of Conversion Rates

case study graph

Description: Graph 1 compares the conversion rates achieved before and after the implementation of the quality keyword research strategy. The data showcases a significant increase in conversion rates after using industrial-related keywords, indicating better audience targeting and ad relevance.


Graph 2: Cost Per Conversion (CPC) Trend

case study graph

Description: Graph 2 displays the trend of Cost Per Conversion (CPC) over a specific time period, comparing the performance of the new industrial-related keywords with the previous generic keywords. The graph highlights a consistent decrease in CPC, demonstrating improved cost efficiency.

Using the same budget this has naturally led to even more conversions which we can see on Graph 3 along with all of the mentioned KPIs grouped together:

Graph 3 – Overall KPI improvements (per campaign)

case study graph

case study graph


The adoption of quality keyword research and the emphasis on industrial-related keywords yielded remarkable results for this business.

  • Significant increase in conversion rates, leading to a higher number of successful customer acquisitions.
  • Improved cost efficiency, as evidenced by the decrease in Cost Per Conversion (CPC).
  • Enhanced ad relevance, attracting a more targeted audience interested in the specific products offered.

Key Learnings:

The success of the quality keyword research strategy provided valuable insights:

  • Precise targeting using industrial-related keywords can significantly improve conversion rates.
  • Eliminating irrelevant generic keywords helps optimize ad spend and increase ROI.
  • Continuous monitoring and adjustment of keywords are crucial for sustained success.


Through meticulous quality keyword research, Play Media has unlocked the potential of targeted industrial-related keywords for our client’s business. The exceptional results achieved, including higher conversion rates and improved cost efficiency, exemplify the impact of a well-executed keyword strategy.


Discover how quality keyword research can transform your PPC campaigns and drive exceptional results. Contact Play Media today to learn more and unlock the full potential of your advertising efforts.

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