The Goals
Increase The Volume Of Large Home Repair And Renovation Work
The quality of leads we received since working with LE Digital Marketing has definitely improved. LE Digital Marketing seems to be using the right targeting and phrasing to find us leads that are much less flaky or just price shopping. This year we received a significant increase in roofing repair, deck building and repair, and bathroom renovation projects.
The Results
165% More Leads Than Expected
21% Lower Cost Per Lead Than Predicted
This home contracting company increased their website traffic, leads, and revenue with search engine Pay-Per-Click (PPC) and Search Engine Optimization (SEO).
We believe in under promising and over delivering, which is why this home contractor was very happy to receive more than twice the volume of leads than they expected. Below are the company’s results from May – November 2018.
Lead Generation
Our online search marketing efforts yielded 165% more leads than initially predicted for this home contracting company. The chart below shows the actual results compared to the projected baseline (shown below as 100%).
Leads Expected vs Leads Actual
| Month | Paid Expected | Paid Actual | Paid + Organic Actual |
|---|---|---|---|
| May | 1 | 1.93 | 3.85 |
| Jun | 1 | 2.13 | 4.88 |
| Jul | 1 | 1.3 | 3.04 |
| Aug | 1 | 0.91 | 1.7 |
| Sep | 1 | 1.24 | 2.12 |
| Oct | 1 | 1.13 | 2.36 |
| Nov | 1 | 0.87 | 2.24 |
Conversion Rate
LE Digital Marketing achieved an average lead rate (conversion rate) of 20% from search traffic for this contractor. In other words, for every 100 people that visited their website, 20 of them contacted the company to inquire about their services. This is 6X the industry average of 3.37%.
Avg. Cost Per Lead
The average cost per lead (phone call or website form submission) from pay-per-click search engine campaigns was 21% less than expected. This cost-per-lead value did not even include organic (free) search leads, which in some months brought in just as many leads as PPC search traffic. The chart below shows the actual results compared to the projected baseline (shown below as 100%).
Avg. Cost Per Lead from PPC Search Expected vs Leads Actual
| Month | Paid Expected | Paid Actual |
|---|---|---|
| May | 1 | 0.49 |
| Jun | 1 | 0.46 |
| Jul | 1 | 1.3 |
| Aug | 1 | 1.1 |
| Sep | 1 | 0.8 |
| Oct | 1 | 0.88 |
| Nov | 1 | 1.14 |
New Customers and Return On Investment
With an average close rate (new customer acquisition rate) of 23%, this home contractor gained over 2.5X as many new customers with profits higher than the originally projected 100% ROI.
Our Approach
Home contracting services, especially large projects – such as kitchen remodels and major roof repairs – are usually well thought-out purchases as opposed to impulse buys. The reason these purchases are usually premeditated before homeowners decide to purchase is that large home repair and improvement projects tend to be expensive and take several days or weeks to complete.
We decided to focus our efforts and the customer’s marketing investment on online search instead of social media. This decision was made to target potential customers who are already in the act of shopping for home contracting services. Ads on social media are based on impulse and brand awareness, not thought-out service needs. Online shoppers are almost 90% of the way through their buyer journey and are now ready to make a purchase decision. In order to get the most efficient use of our client’s marketing budget, we wanted to make sure their brand showed up when potential customers were ready to hire a contractor.
1. Run Our Proprietary Profit Prediction Report
We started by completing our proprietary profit prediction report we call a MOA (Market Opportunity Analysis). For all the services this home contracting company wanted to advertise, we were able to predict what we expected their return to be each month. This report includes the number of leads, amount of new client acquisitions, average cost-per-acquisition, total revenue, and total profit.
2. Design A Website That Generates Leads
Before driving potential customers to their website, we wanted to make sure those website visitors take the main action desired: contacting the company to request service. In order to do that, we designed a new mobile responsive website with clear calls-to-action (CTA’s), enticing and informative content, and a user-friendly layout.
3. Create PPC Ads That Drive People To The Website
Next, we developed highly targeted search marketing campaigns focused on the most relevant and profitable terms people type into the search bar on Google. We developed ads that were highly correlated to their search and took them to the exact page on the website they were looking for.
4. Improve SEO For Free Lead Generation
Finally, we invested in the long term lead generation growth by performing various on-page and off-page search engine optimization (SEO) strategies. This enables the company’s website to show in the organic (free) results on search engines.
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