THE CHALLENGE

A leading heating, air conditioning, indoor air quality, plumbing, drain cleaning, and sewer line services company was experiencing an increase in their cost-per-leads (CPLs) and a decrease in lead volume across their paid search campaigns with their current agency partner. The client challenged our team to create a new lead generation strategy for a test group of branches of their services and outperform our competition.

THE APPROACH

We began by performing their 99-point audit process on the current Google Search campaigns. The audit of the client’s accounts revealed inconsistencies, a lack of automated bidding, and highlighted the need for a restructuring. We also recognized a necessity for improved ad copy and ad extension implementation. We quickly got to work, rebuilding the accounts utilizing search best practices with a consistent approach across campaigns.

With over 20 years of combined performance marketing experience, we focused on implementing its finely-tuned keyword and account architecture strategy. The team leveraged its expertise to optimize the campaigns, creating targeted ad copy and extensions highlighting the client’s promotions and service offerings. Our approach ensured customers received customized and highly relevant ads for maximum results.

As a final step, we transitioned all accounts to automated target cost-per-acquisition bidding strategies. This strategy allowed us to maximize performance while also providing real-time data to inform ongoing campaign optimizations.

THE RESULT

With an “always-be-testing” mindset, the team continued to refine the initial test campaigns. As a result, within a few weeks of working with our agency, the client saw a 35% increase in lead volume and a 25% decrease in cost-per-acquisition across their branches relative to the control group of branches.

Dean Stafford | 2024