Carpet Cleaning PPC Case Study: Situation Appraisal
- This client is a leading national carpet cleaning franchise struggling in a very competitive industry to acquire customers in the Southern California market.
- For years, the majority of media dollars were spent in traditional advertising – TV, radio, and print but there was difficulty justifying the high costs with low ROI.
- Client wanted to connect the ROI equation and increase the profitability of their account with a cost-effective marketing channel.
- Client approached Atkins Marketing for a customized PPC solution.
Custom Solution and Results
- Atkins formulated a custom PPC strategy to meet objectives and garner strong performance. This included re-marketing campaigns, account restructure in Google Ads and Microsoft Ads/Bing, new keyword sets, fresh ad copy, highly converting custom landing pages, detailed conversion tracking, and advanced call tracking.
- The primary goals of this campaign were to increase number of leads, increase ROI, and decrease Cost Per Lead each month.
- With all the right tactics in place, Atkins met campaign goals and generated strong results for this client that aligned with PPC investment.
Efficiencies Found and Cost Per Lead (CPL)
Reduced Over Time With Seasonality in Effect
- Due to mass optimizations throughout Q1, Q2, & Q3, CPL efficiencies increased while costs decreased.
- Q4 saw increased CPLs despite heavy optimizations from seasonality, increased competition, and lack of mass awareness pushes (similar trend to 2017)
2018 Search Performance Saw Strong Improvements Across the Board
Improved Return on Investment (%) by Month
*ROI takes into account agency management fees and ad spend
Carpet Cleaning Lead Volume Trended With Seasonality & Grew 99% YoY
- Lead volumes grew steadily until late Q3 however there was an increase of 99% in leads compared to last year.
- Decrease in lead volumes in Q3 & Q4 were due to less awareness media pushes (i..e radio), less budget, and more competition.
- *Leads defined as any call over 1 minute or form submission
Return on Carpet Cleaning Ad Spend (ROAS) By Month
- Q3 saw the highest return on ad spend due to the busy summer months and shifts in PPC strategies to maximize ROAS (Return On Ad Spend).
- Decrease in ROAS during Q4 aligned with the decrease in lead volume due to higher competition and seasonality
Stuart Atkins, Owner & Founder, Atkins Marketing Solutions
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