CASE STUDY
The Bonus of Pairing PPC and Paid Social
Vancouver’s Peace of Mind Plumbing was established with contractors but a new face as they entered the direct-to-consumer market with the creation of a new Service Division. We unclogged their marketing with customized ad content that spoke appropriately to users in their different stages of the funnel.
Industry
Trades: Plumbing & Mechanical
Services Provided
- Content Strategy
- Design
- Paid Social Strategy
- PPC
- Local SEO
CASE STUDY
The Bonus of Pairing PPC and Paid Social
Vancouver’s Peace of Mind Plumbing was established with contractors but a new face as they entered the direct-to-consumer market with the creation of a new Service Division. We unclogged their marketing with customized ad content that spoke appropriately to users in their different stages of the funnel.
Industry
Trades: Plumbing & Mechanical
Services Provided
- Content Strategy
- Design
- Paid Social Strategy
- PPC
- Local SEO
34%
Decrease in Average Cost Per Conversion
152%
Increase in Return on Ad Spend
The Challenge
Peace of Mind Plumbing first engaged our services when they were in the process of setting up a residential service division. They had a successful commercial plumbing business and were looking to take their service model into a residential market.
They were looking for an effective way to compete in a market that is dominated by established home service providers, with bigger budgets for traditional ad spends.
Working together with their team, we identified trust and clarity of pricing and delivery models as key components to establish their new service division in the direct-to-consumer market.
Goals & Objectives:
- Identify and develop several new customer sales funnels.
- Increase volume of qualified leads in order to drive business growth.
- Dramatically reduce cost-per-lead to a profitable level.
The Strategy
The first step involved extensive customer research to inform the branding and new website launch. A new website was created and deployed, site architecture was overhauled and organic search goals were coordinated with PPC campaigns to maximize click through rates.
A number of sales funnels were implemented to support Google ads and Facebook ads campaign objectives. Call-tracking and service calls reviews were implemented to ensure that the entire sales funnel was functioning for maximum results.
The Results
Because brand awareness was low for the consumer market, maximizing visibility to product-aware customers was key.
Through the creation of segmented customer audiences with PPC and Facebook campaigns, we were able to help Peace of Mind Plumbing exceed their paid search goals for the year. Reach expanded significantly and transactions followed.
Results:
- 48% increase in phone calls for booked jobs.
- 34% decrease in average cost per conversion.
- 152% increase on return on ad spend.