The Goals
Increase The Volume Of Transmission And Engine Repair Jobs
The Results
70% Increase In Leads Month-Over-Month
25% Reduction In Cost Per Lead Month-Over-Month
The Data
This auto repair company increased their website traffic, leads, and revenue with search engine Pay-Per-Click (PPC) and Search Engine Optimization (SEO).
We started with highly targeted paid search campaigns to boost website traffic, start collecting data, and optimize the campaigns and landing pages. During those initial three months, we achieved a significant month-over-month increase in search PPC leads. Below are the company’s results over those initial three months.
Lead Generation
During the first three months, we achieved a 70% average month-over-month increase in paid search leads. The chart below shows the increase over time, using 100% as the baseline for leads gained from the first month.
Leads During The First Three Months
Conversion Rate
LE Digital Marketing achieved an average lead rate (conversion rate) of 18% from search traffic for this transmission and engine repair business. In other words, for every 100 people that visited their website, 18 of them contacted the company to inquire about their services. This is 3X the industry average of 6.03%.
Avg. Cost Per Lead
The average cost per lead (phone call or website form submission) from pay-per-click search engine campaigns decreased an average of 25% month-over-month. The chart below shows the decrease in cost-per-lead over time, using 100% as the baseline for cost-per-lead from the first month.
Cost Per Lead During The First Three Months
New Customers and Return On Investment
With an average close rate (new customer acquisition rate) of 30%, this engine and transmission repair business gained an immediate increase in clients over the first three months.
Our Approach
Auto repair is a service most people only think about when they are actively experiencing a problem with their vehicle. They are usually not thinking about a deal that was promoted on TV or the radio a month or two ago. Auto repair is an in-the-moment subject. Some people will have a go-to local provider, however many people do not. Of the people who conduct Google searches for services, 90% do not have a brand in mind prior to their search. That is why every day so many people turn to search engines on their phone and desktop computer to find a local auto mechanic.
We decided to focus the effort and marketing investment on online search, instead of social media, because potential customers are already in the act of shopping for a local auto repair shop, and ads on social media are based on impulse and brand awareness, not an immediate need service need auto repair. In other words, the 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 already ready to hire an auto mechanic.
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 auto repair business 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 wrote enticing and informative content, and added custom landing pages with clear calls-to-action (CTA’s).
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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