973% ROAS Achieved for Local General Contractor
40% more leads and a 35% increase in website traffic utilizing a targeted PPC campaign, Local Service Ads, Lookalike Audience Targeting on Meta, and local SEO.
About the Client
A general contractor located in South Jersey came to us to help solve a critical marketing dilemma. Lead volume was declining, and they had no system in place to track leads by marketing source or to measure whether those leads converted. On top of that, they had limited visibility into the performance of their existing ad strategy.
Challenges & Goals
Challenges
- Little/no tracking for attribution
- Inneficient paid ad targeting
- Low lead volume
Golas
- Track lead by channel/source through first touch to sale
- Optimize ad spend to best performing channels
- Increase lead volume without increasing budget
The Campaign Strategy
Tracking & Measument
The client did not have any Google Tag Manager or GA4 setup so measuring attribution would be an issue. The first step in the process was to set the client up with Google Tag Manager to measure conversions from paid media and setup GA4 to measure and benchmark traffic from various sources and key events. We also installed Meta pixel to measure and optimize conversions from their paid Meta campaigns and installed Microsoft Clarity to provide insights into user interaction on their site through heatmaps. To take it a step further we gained access to the client’s CRM to connect leads from various campaigns and follow the lead in the customer journey to not only measure leads, but revenue generated from the campaigns.
Local Service Ads
The client was running a Local Service Ads campaign, but not targeting specific job types and the CPL was high because of automated bidding. We honed in on areas the client wanted to service with high ticket job types. The result was a decrease in CPL along with higher conversion rates from the LSA campaign.
Highly Targeted PPC
Google Ads is not set it and forget it. Previously the client was running a paid search campaign through Google’s Search Partners targeting only broad match keywords without any conversion goals. We setup a highly targeted PPC campaign running on Google with three different Ad Groups with a mix of exact and phrase match keywords to boost efficiency. After the initial 30 day learning phase we switched the campaign bidding strategy to Maximize Conversions and successfully increased phone calls and form submissions from the client’s site.
Paid Social
Our social strategy involved targeting a lookalike audience based on the client’s previous customers. We setup Meta’s pixel to optimize conversions on the client’s site, not just web traffic, to increase efficiency with a limited ad spend.
Local SEO
The largest challenge was on-site SEO. The client had duplicate content on the site and no sitemap submitted to Google. The first three months we cleaned up the duplicate content, submitted a sitemap file, and through Google Search Console came up with a keyword strategy focused on 10 keywords for services. We created relevant content around previous work the client has done in the south jersey market, build citations through local directories, and setup schema markups to help organic traffic. This resulted in a 25% boost in organic traffic and an average of 7 more incremental leads from organic traffic the first three months.
Results that Speak Volume
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