How an Additional Million Dollars Was Generated
Discover how our marketing campaigns optimization and high quality leads contributed to the successful year of our client. With a total revenue of $30 Million Dollars, $1 Million coming directly from our ad's campaigns.
Client Characteristics
Founded in 2001, Their team brings more than 20 years’ experience in residential and commercial roofing. Having served over 25,000 satisfied homeowners over the past 2 Decades, these folks know a thing or two about providing exceptional service. They believe that a thriving business is built by treating people right, understanding their needs, and never compromising quality. This ethos has been the cornerstone of our client success, and has propelled them into the market leaders they are today. Since opening for business in Ontario, our client has also expanded into additional regions such as Alberta and looking to expand even more.
The Problem
As the digital world started to grow, our client understood the importance of digital marketing. Therefore, when we first had contact, they were already experimenting with digital marketing on Facebook and Google. After numerous testing when they first began advertising digitally, they felt the more efficient and effective advertisement strategy was media automation.
Media Automation refers to the advertisement campaign automation by the advertising platforms such as Google and Facebook. In other words, the company builds an ad, selects a business category, and sets a budget; while the platform deals with the rest; everything from keyword bidding to campaign optimization.
This process can save lot of time and can be effective at the beginning. However, rapidly it can be realized that it is not the best marketing strategy for long-term goals.
In exchange of minimal involvement and easy set-up, the lead quality decreases. In order to have a successful marketing campaign the targeting, demographics, keywords, and budget adjustment are key. Something that by automation is not going to be adjusted and targeted optimally.
When we first had contact with the client, they had a $168 Dollars Cost per Lead, with a 14% conversion rate. Which are not bad results, but we understood the growth potential they had.
The Solution
In order to have optimum success, the company needed to optimize their targeting, budget, demographics, and have a detailed oriented team that managed effectively their ad accounts and campaigns.
They still wanted to outsource their digital marketing campaigns for time efficiency and most importantly experience and knowledge on managing successful ad accounts. This is when us as a team came into place.
Once we had a good understanding of their past and learned more about their specific goals, we rolled out a strategy that would help our client develop measurable paid ads that could be routinely optimized to consistently generate exclusive leads.
The process
Step #1 New Ads Account
In order to change the path where their campaigns were going, we needed to create a brand-new ads account. This provided our Pay-per-Click and Facebook experts a platform to create and test new campaigns for their target market.
As mentioned, previously our client had a $168 Dollars Cost per Lead (CPL), with a 14% conversion rate. Something that can be seen as a good result, but it was not the best. As the ad optimization was run indirectly, the lead quality (potential clients and people that interacted with the ad) was not the best. Therefore, CPL and Conversion Rate are not very impactful as it will take a lot of leads in order to close a customer. Consequently, we wanted to focus on consistent and profitable quality leads, rather than on large number of poor-quality leads.
In the beginning, we focused on their Ontario location, focusing exclusively on residential roofing. Their initial monthly budget was $8,000 Dollars.
Unlike their automated campaigns, our PPC team featured different targeting key words on the marketing campaigns; this to increase engagement, clicks, and quality leads. During the first months we were able to test different campaigns, copywriting strategies, and keywords to understand the needs of the market and discover what calls the attention of homeowners.
After our first month going live in Ontario, we were able to generate a Customer Acquisition Cost of $440 Dollars, and a CPL of $197. Showing an interesting starting point and higher quality leads, but still far from the vision we had.
On our second month, after fine optimization and campaign testing, we were able to decrease their Cost of Customer Acquisition by 21% to $344, and CPL to $175.
Nevertheless, we did not stop there. By our 4th month, tracking all the revenue generated from our leads, our marketing campaigns were generating $10 dollars for every $1 spent. Which translates in a marketing cost of just 10%.
That was the moment we realized it was time for a new adventure.
Step #2 Expand and Diversify
After seeing such encouraging results in Ontario, we built upon that traction with the goal for similar, if not better, results for their Alberta location.
Like Ontario, we started solely focusing on roofing – our client’s bread and butter. With a monthly budget of $10,000, we got to work strategizing Google and Facebook ads.
Once our team had solidified, an offer that resonated with locals and uncovered influences that shaped keyword searches was launched; our client was in the perfect position to make a big impact in the Alberta market.
With this powerful information in hand, we got to work regularly optimizing and adjusting bidding strategies to help increase conversions. We experimented with landing pages and ad copy. We also added negative keywords to ensure clicks and conversions were coming from the best quality leads possible.
With encouraging results in Alberta, our client gave us the official green light to run campaigns for all locations and all services.
By October, only 8 months since launching their campaigns, now promoting all services and locations, our client sold 1 million in revenue from leads generated by our data-driven approach. Plus, they were also able to keep their cost of marketing to no more than 10%.
Step #3 Leveraging the Right Tools
When creating digital marketing campaigns, businesses have to leverage different tools for success. In this specific case, our client leveraged our expertise and its budget to generate the best result possible.
One of our client's major issues was transparency and control on their marketing strategy and campaigns. We were able to provide a solution of this, by having a weekly meeting to discuss strategies, target markets, ideas, and result reports, in order for our client to have full knowledge on how their digital marketing campaigns were performing.
Results
$1 Million Dollars generated in sales in 8 months working with our team.
By leveraging real time data and insights to craft targeted search and social media ads, we helped our client generate $1 million dollars in sales, contributing to their total global revenue of $30 million, in less than one year.
Control and transparency worries have been replaced with profitable marketing investments, generating the highest quality leads possible.
If you want to have similar results and enjoy the benefits of optimized digital marketing,
Schedule a call with us to discuss your company's current situation, and the strategies we can implement to reach your goals by using the following button: