It began when analysts at Sales Renewal noticed the poor return on investment one of the firm’s clients was receiving on their Google Adwords search ad campaigns.

In response, Sales Renewal asked the ad agency it had subcontracted on behalf of the client to investigate. As is typical of such specialized firms, their view was narrowly focused on their area of expertise, and on traditional advertising metrics like CPC (cost per click) and CTR (click-through rates). Those measures seemed to show the campaigns were performing well.

Unable to pinpoint the source of the problem, but nevertheless wary of what they saw, Sales Renewal immediately recommended canceling the previously planned ad spend increase. Later, Sales Renewal decided that the campaign’s poor ROI-even if the reason why was still a mystery-required cutting the client’s Google Adwords budget in half (something no ad agency would volunteer to do, as their compensation is tied directly to the ad spend). As Sales Renewal pressed Google Adwords for a remedy, the search giant’s early denials and demurrals eventually led to a $200 credit offer, provided the client would drop all future claims.

Convinced there was a larger problem, however, Sales Renewal rejected the settlement offer and kept digging, ultimately pinpointing a complicated technical glitch deep in the ad tracking system. Because of this, for every ad landing page a visitor actually saw, Google Adwords was charging for 5.78 click-throughs!

“If you had enough time and technical expertise, this is how you would do it.”

Faced with Sales Renewal’s detailed and accurate analysis, Google Adwords yielded and provided a credit that fully funded the client’s Adwords advertising campaigns for six months.

There were three elements to Sales Renewal’s success with Google: perspective, expertise & tools and motivation.

• As a General Contractor, Sales Renewal is focused on the big picture and how all the pieces work together, not just performance within a narrow silo like advertising.
• SR also had the expertise and tools required to monitor return on investment, dig into problems and convince Google over several months its technical evidence was sound.
• Probably most important, however: thanks to its innovative JointSourcing Solution that shares risk and reward and aligns the economic interests of Sales Renewal with its clients, Sales Renewal is as motivated as its clients to cost effectively grow their sales.

As Keith Loris, CEO of Sales Renewal Corp., often tells our clients, “If you had enough time and technical expertise, this is how you would do it.”