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Nowadays, businesses encounter various obstacles in their digital marketing endeavors as they strive to outperform their rivals and connect with their intended audience in a meaningful way. Especially with new technologies and platforms emerging every day, it can be challenging for businesses to navigate the complex web of digital strategies.
However, pay-per-click (PPC) advertising can be an effective and efficient form of advertising for home services companies that want to generate leads quickly.
In this article, we will explore a case study that demonstrates how PPC can benefit a home services business.
About Our Client
Mathis and Sons is a family-owned septic services business located in Orlando, Florida. With over 30 years of experience, their professionals are well-equipped to satisfy a wide range of septic services.
The Challenge
Our client faced numerous challenges, including no access to their previous Google Ads account managed by another agency, poor results from their Google Ads Express campaign, a highly competitive septic industry with high-priced CPCs, and no form of tracking to measure campaign metrics or ROI.
Our Strategic Approach
The PPC Strategist established goals to make our client’s online marketing efforts worthwhile and profitable. These goals included staying in the top three positions in the SERPs while staying ahead of the competition and consistently generating at least three qualified leads per day.
Plan of Action
Our team implemented several strategies to improve the PPC campaign.
- First, we installed 360-degree tracking, including conversion tracking, call tracking, and Google Analytics. This enabled us to acquire data to make informed decisions about the account and improve our results.
- We also revamped the campaign structure based on the company’s main services and selectively chose keywords set in exact match and broad match modifiers.
- Additionally, we focused on targeting geographic locations with keywords with geo-modifiers to increase relevance, ensure qualified traffic, and decrease the cost per click.
- Finally, we tested different ad copy and included special promotions in ad copy and through different types of ad extensions.
The Results
Our well-structured campaign led to higher quality scores, which decreased the average cost-per-click by 48.28%. As of today, the campaign has put the company in the top position at a minimal cost, and the campaign metrics have been steadily improving each year.
“As we had started our business, we needed a PPC agency who would be able to provide the knowledge and skills to assist us in advertising our company to allow us to grow. White shark Media has provided us with their expertise in marketing strategies to overpower our competitors. Our call volumen has increased, leading us to acquiare more clients. Thank you, White Shark Media! ”
Jeff Mathis and Marie Douglas | Mathis & Son Septic Company
Wrapping Up
PPC advertising can be an effective and efficient form of advertising for home services companies, as demonstrated by our case study with Mathis and Sons Septic Company.
By implementing a well-structured PPC campaign and using various strategies like 360-degree tracking, geographic targeting, and promotions, businesses can generate leads quickly, stay ahead of the competition, and increase their revenue.
On the other hand, if you are concerned about a different approach or an alternative digital marketing channel, make sure to visit our full online marketing blog. I assure you that you will find exactly what you are looking for.
