St John Ambulance Queensland, a leading provider of first aid training, needed to improve the performance of their search advertising campaigns. Their existing setup presented a number of challenges, including unclear conversion tracking, an outdated website with recurring checkout failures, and a campaign structure that was not optimised for either regional growth or user experience. The goal was to increase bookings, deliver a strong ROAS, and ensure paid ads did not cannibalise their existing organic SEO traffic. They were looking for a specialist Search ads agency Queensland for high ROAS to solve these issues.
Our approach as a data-driven digital marketing partner, BKC Media’s approach was multi-faceted, focusing on both the strategic and technical aspects of St John Ambulance Queensland’s digital presence. Our strategy was built on the core principle of delivering a high return on ad spend (ROAS) while creating a seamless and intuitive user experience (UX).
Our first step was to implement a robust conversion tracking system with conversion value at the checkout. This allowed us to move beyond simple clicks and conversions, and instead, focus on which campaigns and keywords were generating the most revenue. We created a strong ad structure around the specific training programs they wanted to promote, ensuring we were targeting the right audience with the right offer.
We identified key regional areas with high potential for growth. By segmenting our campaigns and budgets by region, we were able to deliver live reporting using Google Data Studio. This provided weekly insights into which regional areas were producing the highest yield and had the most capacity for growth. We then strategically invested more heavily in these high-performing regions, driving more bookings and increasing overall campaign efficiency. This tailored, data-led approach is a key differentiator for any search ads agency Queensland for high ROAS.
A critical finding was the inefficient user journey on the website. We found that users were forced to navigate a lengthy click pathway to find and book a course. We solved this by using specific ad parameters to direct customers from the Google Ads directly into the correct booking areas, allowing them to immediately select a suitable time. This simple yet powerful change reduced the click pathway by 60%, resulting in an immediate and significant increase in conversion rates of over 300%.
We enhanced this further by using location-specific ad text that identified the training center relative to the user’s location. This meant our ad campaigns were brand and keyword agnostic, focusing only on the specific training the customer was searching for. This eliminated the need for users to manually search and locate their nearest training center, greatly improving the user experience and serving as a strong component of our Conversion Rate Optimisation (CRO) efforts.
A major challenge we inherited was a recurring issue with the website’s checkout process, where certain users were experiencing failures. The problem was difficult to replicate and traditional error reporting provided no useful feedback. We took a different approach, running the website’s code through an AI code interpretation tool. This analysis revealed a script being injected by a third-party application, which was unrelated to the checkout but was causing the errors.
Once we removed this script, we saw an immediate improvement in performance. We also found that the payment processor was now delivering actionable error feedback, allowing us to resolve a second, related issue. This demonstrates our ability to use advanced analytics and AI to solve complex technical problems that would hinder a campaign’s success.
The results of our comprehensive strategy and problem-solving were transformative for St John Ambulance Queensland. Our efforts in fixing the technical issues and optimising the campaign structure led to a dramatic improvement in key performance indicators.
ROAS climbed to a record high of 1050%, an increase of 52% in just one month.
Actual CPA fell by 32.2%, meaning we were acquiring customers at a significantly lower cost.
Conversion rate increased by an additional 38% after the technical issues were resolved.
This case study is a testament to how a specialized search ads agency Queensland for high ROAS can not only manage and optimise campaigns but also solve complex technical challenges that would otherwise cripple performance. By integrating strong conversion tracking, using data analytics to inform regional strategies, and leveraging AI to overcome technical hurdles, BKC Media delivered exceptional results for St John Ambulance Queensland. Our focus on user experience and strategic ad placement ensured a strong ROAS while protecting the client’s valuable organic SEO bookings, solidifying our reputation as a leader in performance media marketing.
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