Astop Consultancy Pte Ltd is a corporate service provider licensed by the Accounting and Corporate Regulatory Authority (ACRA) of Singapore. We offer one-stop corporate maintenance and consultancy services to both local and overseas businesses in Singapore. We specialize in providing comprehensive accounting, corporate secretarial, tax services, and corporate advisory services. Our experienced accounting team is equipped to help you navigate the ever-changing business landscape and make the best financial decisions for your company. We also offer cloud accounting solutions, allowing you to monitor your financials anytime, anywhere.
Challenge
For over a year, the client had partnered with a different marketing agency to manage their paid search campaigns. However, performance began a steady and unexplained decline. Unable to diagnose the root cause of the deteriorating metrics, the previous agency’s only proposed solution was to continuously increase the budget.
Consequently, the client’s media ad spend surged by more than 50%, yet the total number of qualified leads plummeted by 30%.
Upon taking over the account, we conducted a comprehensive audit and discovered that the campaigns completely lacked a foundational Google Ads strategy. We uncovered several critical missteps draining the client’s budget:
Fragmented Campaign Structure: There was no logical organization, systematic optimization, or ongoing maintenance.
Inefficient Bidding: Keyword bidding was entirely out of control, with the budget being rapidly depleted on the highest Cost Per Click (CPC) keywords regardless of conversion intent.
Poor Targeting & Messaging: An absence of negative keyword exclusions meant wasted ad spend, while weak ad copy failed to engage the target audience.
Ultimately, the previous agency failed to understand the client’s core business model. Campaigns were executed without proper planning or consultation, resulting in an unoptimized, entry-level setup that was completely unsuited for a competitive market.
Solution
Before making any technical adjustments, our first step was to conduct a deep dive into the client’s business model. We needed to identify their most profitable services and map out the highest-probability paths for upselling and cross-selling.
Our analysis revealed a clear strategic entry point: Company Incorporation. By capturing entrepreneurs at the exact moment they register a new business, we could create a pipeline for long-term, foundational services. Once a business is incorporated, the client naturally requires ongoing support, making it the perfect gateway to cross-sell company secretarial, accounting, and taxation services.
With a clear business strategy in place, we executed a comprehensive turnaround plan:
1. Complete Ad Copy Overhaul Under the previous agency, the ad copy was rated “Poor,” completely lacking the client’s Unique Selling Propositions (USPs), missing critical keywords, and failing to incentivize clicks. We rewrote the entire suite of ads, crafting highly compelling, keyword-rich copy designed to capture attention, improve Click-Through Rates (CTR), and drive high-intent traffic.
2. Aggressive Negative Keyword Implementation The client was previously bleeding budget on competitor names and low-intent searches containing terms like affordable, free, and DIY. These queries attract low-value traffic and rarely convert. We developed a robust negative keyword list to aggressively filter out “window shoppers,” ensuring every dollar spent was directed strictly at qualified, high-value leads.
3. Landing Page & Quality Score Optimization A click is worthless if the landing page doesn’t convert. The client’s existing landing pages were suffering from a Quality Score of below 5/10 due to thin content and poor keyword relevance. We thoroughly optimized the landing page architecture and content, successfully elevating the Quality Score to a highly competitive 8/10, which immediately reduced the Cost Per Click and improved ad placement.
4. Campaign Segmentation & Advanced A/B Testing Once the incorporation campaign was optimized and generating consistent leads, we transitioned into scaling the account. We broke the campaigns out into highly segmented, targeted ad groups focusing individually on Accounting, Taxation, and Company Secretarial services. By directing this traffic to dedicated, service-specific landing pages, we were able to conduct accurate A/B testing and maximize the overall Return on Investment (ROI) across the entire service portfolio.