12AM Agency · Project account
Craters & Freighters: adapting Dallas and Houston ads
When COVID-19 disrupted customer routines, we revisited the Google Ads strategy for Craters & Freighters in Dallas and Houston. The shipping business needed campaign decisions that reflected the changing situation.
Craters & Freighters provides specialty packaging, crating, and shipping for residential and business customers. Our work focused on the Dallas and Houston accounts and the searches those campaigns were intended to address.
Reconsidering the keyword mix
We paused existing keywords that no longer appeared well matched to customer needs and introduced terms identified as relevant to the changed situation. That review connected the search strategy with the services the business could provide.
Updating the message
We revised advertisement copy and extensions to reflect the circumstances customers were facing. The work asked whether the existing message still explained the service in a useful way.
Revisiting locations and schedules
We adjusted geographic emphasis toward more densely populated areas. We also expanded the advertising schedule after examining search activity outside the previous hours, including early-morning and evening periods.
Keyword selection, message, geography, and schedule were separate decisions within the same campaign response. The work combined them around the changed customer context.
The operating approach
The project illustrates why campaign assumptions need review when customer behavior changes. We revisited what people were looking for, what they saw in an advertisement, and when and where the account was active.