The client
The client specializes in home renovations and remodeling services.
The challenge
The company faced the challenge of acquiring quality leads while minimizing the cost per conversion. Despite initially employing Google Ads with targeted keywords and audience selection, the campaign yielded leads at a high CPL.
What we were asked to do
The objective of the project was to increase the number of qualified leads while reducing the CPL over the course of the 1 year and 9 months.
What we did
The campaign began with a focus on the correct keywords and audience targeting, which generated quality leads but at a high CPL. To address this, adjustments were made to ad copies, and ongoing monitoring and fine-tuning were implemented. Search campaigns were used to boost website visits and direct phone calls, with basic optimizations enhancing overall performance.
What worked in the creative
The best-performing ad featured a strong call to action, such as "Apply Now." It was optimized for visibility and engagement, significantly contributing to overall lead generation and reducing the CPL.
Results
This construction company significantly increased its leads while reducing the cost per conversion. Implementing an automated bidding strategy, along with client input on their business model and seasonal changes, fine-tuned the campaigns for better performance.
Outcome
The campaign delivered outstanding results, achieving a $24 cost per conversion. Despite a total spend of $9,961, it generated an impressive 422 leads. Notably, the CPL decreased significantly over time.
Source: Construction Company: Home Remodeling case study (PDF)