789 Leads in Just 5 months for EBI

Discover how Bridge Media helped EBI improve its online visibility through a scalable Google Ads strategy, generating a 13.26% conversion rate and consistently growing KPI performance.

Context

EBI Opérations Inc. is a Quebec-based company specializing in waste management, collection services, composting, and renewable energy. With a strong commitment to environmental responsibility, EBI wanted to increase its digital visibility to better promote its services and improve their discoverability through search engines.

The company partnered with Bridge Media with two main objectives:

Optimize its online presence through Google Ads campaigns by promoting its key services to its different target audiences
Generate measurable, sustainable advertising performance over time

To achieve this, we developed a strategic digital plan combining targeted Search campaigns with a Performance Max campaign, each designed to meet specific objectives.

Through Performance Max, EBI’s presence automatically extends across the entire Google ecosystem, including Search, YouTube, the Display Network, Discover, Gmail, and Maps. This omnichannel approach makes it possible to reach users at different stages of their customer journey.

This campaign structure provides significant flexibility when managing and optimizing performance. By continuously adjusting campaigns based on results, we are able to support ongoing improvements in return on investment.

Results in figures

Google Ads (March 1 – July 31, 2025):
- Impressions: 118,241
- Clicks: 5,946
- Click-through rate (CTR): 5.03%
- Average CPC: CA$1.27 — compared with an industry average of US$3.44 (approximately CA$4.68) for Waste Management & Recycling, according to AgencyAnalytics.
- Conversion rate: 13.26%
- Conversions: 789, including 580 phone calls

Performance Goal Achievement Rate:
- March: 390.87% of target achieved
- April: 489.07%
- May: 468.92%
- June: 512.88%
- July: 698.11%

Cost per conversion: CA$9.55 — compared with an industry average of US$47.26 (approximately CA$64.28) for Waste Management & Recycling, according to AgencyAnalytics.

A strategic deployment

Project Challenges

One service, multiple target audiences: It was essential to clearly segment search intent for each customer group.

A competitive online market: EBI operates in a sector with several well-established players, making it necessary to develop a smart Google Ads strategy with the right balance between brand awareness and local performance campaigns.

Bridge Media’s Winning Strategy

Several initiatives were implemented to achieve these objectives:

Performance Max: Automated placements and dynamic optimization based on conversion intent.
Targeted Search campaigns: Designed to capture qualified searches specific to EBI’s services.
Ongoing campaign management: Monthly KPI analysis to continuously adjust and refine the strategy.
Balancing volume and quality: The objective is not simply to generate more traffic, but to convert it — and the 13.26% conversion rate demonstrates the effectiveness of this approach.

A Long-Term, Evolving Partnership

Since 2023, the collaboration between EBI and Bridge Media has been built around a shared vision of performance: concrete data, agile adjustments, and continuous growth. By July 2025, this approach was delivering results, with KPI performance reaching nearly 700% of the initial target.

Optimize Your Digital Campaigns Too

Are you a company or organization looking to improve your digital performance with Google Ads? Contact Bridge Media to build a customized digital visibility strategy focused on measurable results.