Case Study Google Ads & Analytics Services

Tombstone City is the leading supplier of tombstones, angle plates, sub plates, and modular vise systems in North America.

We believe in building long-term, trusting relationships with our customers. Together, we can help create solutions for all of your manufacturing needs.

Knowledge and Experience You Can Trust

TombstoneCity™ was founded by Andy Popky, who has long had a passion for fixing things and solving other people’s problems. As a child, Andy was fascinated with anything mechanical and later took that enthusiasm into his first job at a scale factory. Andy was known to spend his lunch breaks in the machine shop, asking questions, learning, and getting hands-on experience. Over the next two decades, Andy expanded his knowledge and expertise by working in all aspects of the machinery industry.

Growth and Impact

Increased Convertions by 183%

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Increased Convertion Rate by 236%

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Decreased Cost per Conversion by 44 %

Tombstone Improved Their Conversions and Overall Performance in 5 Months With Ruskin Consulting

The Challenges

  • Negative keywords were not applied at the ad group level, resulting in ads being shown to users who are not interested in the product or service. This also leads to irrelevant ad impressions and increased costs.
  • The Account structure was not well-organized, resulting in decreased ad quality. 
  • Campaigns were targeting too many locations, including areas where the target audience was not present.

The Solutions

  • Account reorganization and adding ad group level negative keywords were implemented, avoiding paying for irrelevant ad impressions,  driving more qualified traffic to the website, and increasing conversions.
  • We used consistent naming conventions for campaigns, ad groups, and keywords, making the account structure easier to navigate.
  • We improved targeting, ensuring that ads are only shown to users in the target locations.

Result – Conversions

Implementing account re-organization and adding ad group-level negative keywords eliminated irrelevant ad impressions and prevented wasted ad spend. This strategic approach ensured that ads were shown only to a more qualified audience, driving highly relevant traffic to the website. As a result, conversion rates improved, demonstrating the effectiveness of targeting the right users and optimizing the overall account performance for better outcomes.

Result – Cost Per Conversions

Improving location targeting ensured that ads were only shown to users in the most relevant geographic areas. This refinement reduced wasted ad spend on irrelevant regions, allowing the budget to focus on higher-converting audiences. As a result, this targeted approach helped lower the cost per conversion by driving more qualified leads and improving the efficiency of the overall campaign.


Result – Conversions Rate

Refining ad copy made the ads more engaging and relevant to user intent, which led to improved click-through rates and an increase in conversions. Addressing non-serving keywords ensured that only high-performing terms were used, eliminating inefficiencies and further aligning the account with user searches. Additionally, optimizing ad schedule performance helped focus ad delivery during peak hours when users were more likely to convert. These combined efforts resulted in a notable improvement in the conversion rate.