• Skip to main content
  • Skip to primary sidebar

Stuart Atkins MBA

Small Business Marketing

Schedule A Call
Search
  • Home
  • PPC Management
  • Services
  • About
  • FAQ
  • Books
    • Internet Marketing Book
    • Small Business Marketing Book
  • Speaker
  • Blog
  • Contact
You are here: Home / PPC Case Studies / PPC Case Study: Atkins Drives Leads For A National Carpet Cleaning Franchise

PPC Case Study: Atkins Drives Leads For A National Carpet Cleaning Franchise

June 3, 2020 by Stuart Atkins Leave a Comment

carpet cleaning

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

Home Services
  • 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

PPC Case Study

Improved Return on Investment (%) by Month

Carpet Cleaning
Home Hom

*ROI takes into account agency management fees and ad spend

Carpet Cleaning Lead Volume Trended With Seasonality & Grew 99% YoY

carpel cleaning leads
  • 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

Carpet Cleaning
  • 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

© 2008-2020 http://www.atkinsmarketingsolutions.com, All Rights Reserved. Reproduction without permission prohibited.

Share

Filed Under: Pay Per Click Advertising, PPC Case Studies

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

More Marketing Tips

PPC Agency Client Dynamics

SEO and PPC: What’s The Difference?

Case Study: PPC Lead Generation For An Innovative Global IT Company

PPC Case Study: More Calls, Store Visits and Sales For a Leading Marble & Tile Company

PPC Case Study: Large Swim School Dives Into Thousands Of Revenue-Driving Leads

PPC Case Study: Atkins Drives Leads For A National Carpet Cleaning Franchise

10 Tips For PPC Lead Generation Follow Up

Marketing Podcast: Good Marketing Is Matchmaking Not Manipulation

Coronavirus Marketing: 15 Tips For Small Business & Career Survival

PPC campaigns: 4 Ways to Beat the Competition Without Overspending

Are Bing PPC Ads Worth the Effort?

Why isn’t your PPC converting?

How does LinkedIn PPC work?

What 2022 Google Ads Changes Do I Need to Know About?

PPC Management and Ecommerce: Why you Need a More Advanced Strategy

How to plan, analyze, and improve your Google Ads

What is last-click attribution – Does it affect your PPC performance?

5 Expert Tips for Increasing PPC Landing Page Traffic

Is SEM the same as PPC? Understanding the nuances of paid search tools

5 Tips For Creating The Right PPC Advertising Budget

Categories

  • Advertising (50)
  • Analytics (2)
  • Book Reviews (2)
  • Business Ethics (6)
  • Consumer Behavior (3)
  • Creative Marketing (19)
  • E-Commerce (2)
  • Email Marketing (10)
  • General Marketing (58)
  • Green Marketing (1)
  • Internet marketing (49)
  • Marketing Communications (13)
  • Marketing Research (3)
  • Mobile Marketing (10)
  • Pay Per Click Advertising (39)
  • Podcast Interviews of Stuart Atkins (1)
  • PPC Case Studies (7)
  • Press Releases (1)
  • Principles of Marketing (11)
  • Product Management (10)
  • Product Reviews (2)
  • Public Relations (3)
  • Public Speaking (3)
  • Publishing (2)
  • Recession Marketing (12)
  • Small Business Market (9)
  • Social-media (28)
  • Story Marketing (3)
  • Stuart Atkins' Book (1)
  • The Brand Called You (9)

Atkins Marketing Solutions

constant-contact-partner_logo_horizontal_blue_orange_200px-wide

Copyright © 2025 Stuart Atkins MBA · All Rights Reserved.
Privacy Policy

Web Design by SLeinen · Log in