Covia, a leading provider of minerals and material solutions, was running a Google Ads campaign for one of its consumer-facing product lines, and the campaign was already performing well across Google Search and Google Display. The campaign averaged an 11.37% conversion rate in 2024, which exceeded the 10% benchmark for the home improvement category, and maintained an affordable $0.93 average CPC. On paper, the campaign was doing what it needed to do.
At Aztek, we don’t believe good performance means the work is done. We saw an opportunity to push the campaign further, scale what was working, and test whether a smarter media mix could drive even stronger results. By replacing Display with Google Performance Max while maintaining high-intent Search coverage, Aztek helped Covia increase total conversions by 151% year over year and improve overall conversion rate from 11.37% to 35.50%.
Because the campaign was already outperforming the benchmark, there was no obvious red flag forcing a change. That situation created a different challenge: identifying where performance could still improve before the campaign stalled. Aztek needed to look beyond surface-level success and determine whether the existing Search and Display plateau left higher-quality conversions on the table.
The campaign’s average CPC was just $0.93 in 2024, but low-cost traffic did not create as many meaningful conversions as desired. Since micro-conversions were being measured using the page’s “Store Locator” button, Aztek wanted to increase the number of users taking an action that signaled real purchase intent.
The existing Display campaign helped deliver affordable visibility, but Aztek wanted to see if that budget could work harder. Performance Max offered access to broader Google inventory with stronger optimization toward conversion-focused users, expanding strategy to capture more mid-funnel intent.
Because Search had historically outperformed benchmarks, Aztek did not want to replace the full campaign structure. The strategy needed to preserve branded and high-intent keyword coverage while testing whether PMAX could expand reach and improve conversion volume without cannibalizing Search performance.
Rather than rebuilding Covia’s Google Ads presence from the ground up, Aztek shifted budget away from the average-performing Display campaign and used PMAX to expand reach across Google’s full inventory. At the same time, the Search campaign stayed active to protect branded and high-intent keyword coverage.
Aztek sunset the previous year’s Display campaign and moved that budget directly into a new 2025 Performance Max campaign. This created a cleaner comparison between the prior Search and Display structure and the new Search and PMAX approach. The goal was not just more visibility, but better visibility from audiences more likely to take meaningful action.
The Search campaign remained an important part of the strategy because it had historically outperformed benchmarks. Keeping Search active helped preserve coverage for branded terms and high-intent keywords while PMAX expanded the campaign’s ability to reach users across additional Google placements.
Aztek focused the test around conversion rate improvement, conversion volume growth, and cost efficiency. CPC still mattered, but the campaign was not judged on cheap clicks alone. The bigger priority was whether the new structure could produce more qualified traffic and more “Store Locator” conversions at a sustainable cost.
Increase in Total Conversions
Overall Conversion Rate
PMAX Conversions
Increase in Search Conversions
More Impressions
More Qualified Conversions for Only $0.09 More Per Click
Our Work
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