This sewer and plumbing company offered two distinct services, advertising to two completely different audiences. Their existing campaign was overlapping and the ad groups were not correlated with matching landing pages.
The conversions were unpredictable and were far below any acceptable window for their industry. Since their landing pages were cluttered and unfocused, they had an almost unheard of zero total form fills in the 30 days prior to coming on board with us.
Acquisition costs between $45 – $100 per lead.
Tackling the landing pages was the first goal. We created better copy for each of their unique services and fixed their forms. The cohesion from search > click > landing page resulted in an increase from 6 form fills to 102 total in 90 days.
We focused on tightly structuring the ad groups so that targeted each service offering and their pain points. Then, we created ads that paired with highly-relevant landing pages that reinforced our client’s unique selling proposition and position within the targeted market. This proved highly effective for this client’s campaign.
In addition, the client’s website had been entirely unclear they offered any sewer services. So we cleared this up on their website, then rolled out this ad campaign. Not surprisingly, this dramatically increase the conversions to their sewer service.