In Fresno, CA the HVAC PPC (pay per click) marketplace is loaded with two dozen competitors vying for a spot. Our client was averaging a bit over 5 conversions a month and paying over $100 per lead. The leads were not very targeted and not converting to paid clients as they expected. To make matters worse, the leads on those incoming calls were asking about competitor brands.
Our client knew there was an opportunity, but no one on their internal team had the time to take on the education and training to make a difference.
Acquisition costs between $100 – $175 per client.
Since the client was receiving mostly out of town calls asking about competitors, we quickly focused on their negative keywords. Unfortunately, there were many competitor brands they were bidding on. We also identified their exact service radius and excluded all zone they did not serve.
By focusing on ad headlines, we were able to qualify leads so that only ready-to-buy prospects were calling in. They were also sending most of their ad traffic to their home page or main services page. By directing ad traffic to targeted landing pages, their Quality Scores dramatically increased, and soon they were in 50% of the impression share. That’s a big number considering all the competition running ads in the same areas.
Their previous history of inefficient and poorly optimized campaigns and low quality score would be an issue, but we were confident we could turn things around and make them a dominant force in their market.