Welcome to this case study for a small roofing company. Based in beautiful Skagit County, Washington, this local business specializes in tile and slate roofing, roof repair, and replacement services. Before embarking on their PPC campaign, they relied on the trusty phone book’s yellow pages for advertising and lead generation. But in today’s digital age, they knew they needed to up their online game.
The objectives of the PPC campaign were clear: increase online visibility, generate more leads, and ultimately grow the business. However, the roofing company faced several challenges along the way, including low online visibility and a limited marketing budget. But with some strategic planning and a bit of creativity, they overcame these obstacles and achieved impressive results.
A. Background of the Roofing Company: The roofing company is a local business based in Skagit County, Washington, specializing in tile and slate roofing, roof repair, and replacement services. Before the PPC campaign, the company relied on the phone book’s yellow pages for advertising and lead generation.
B. Objectives of the PPC Campaign: The objectives of the PPC campaign were to increase the roofing company’s online visibility, generate more leads, and ultimately grow the business.
C. Challenges faced by the Roofing Company: The roofing company faced several challenges, including low online visibility and a limited budget for marketing.
A. Target Audience: The target audience for the PPC campaign was homeowners and property managers in Skagit County, Washington, in need of tile and slate roofing, roof repair, or replacement services.
B. Marketing Channels Used: The marketing channel used for the campaign was Google Ads, focusing on search ads and targeted display ads.
C. Key Messages and Value Proposition: The key message for the campaign was “Expert Roof Repair and Replacement in Skagit County.” The value proposition was that the roofing company offered high-quality services at competitive prices, with a commitment to customer satisfaction.
Implementation and Execution
A. Campaign Timeline: The PPC campaign ran for 120 days, starting in April and ending in August.
B. Key Tactics and Methods Used: The key tactics and methods used in the campaign included keyword research, ad copywriting, and targeting specific geographic locations in Skagit County. The campaign also used negative keywords to ensure that the ads only appeared for relevant searches.
C. Measurement and Tracking Methods: The measurement and tracking methods used included monitoring the ads’ click-through rate (CTR), tracking website traffic and conversions, and monitoring the number of leads generated from the campaign.
Results and Impact
A. Key Performance Indicators: The key performance indicators for the campaign showed a significant increase in website traffic, with a 200% increase in unique visitors over the 120 days. The CTR of the ads was also high, with an average of 4% across all ad groups. Most importantly, the number of leads generated from the campaign increased by 800%.
B. Comparison to Previous Performance: The results of the PPC campaign showed a dramatic improvement compared to the roofing company’s previous performance using the yellow pages. The increased website traffic and leads demonstrate the effectiveness of the PPC campaign.
C. Return on Investment Analysis: The return on investment for the campaign was positive, with the roofing company seeing a return of $14 for every $1 spent on the campaign.
Lessons Learned and Recommendations
A. What Worked Well: The targeted ad targeting and copywriting successfully reached the desired audience and generated high engagement rates. Using negative keywords also ensured that the ads only appeared for relevant searches.
B. What Could Have Been Improved: The roofing company could have benefited from a more robust landing page, which would have allowed for a better user experience and increased conversions.
C. Recommendations for Future Campaigns: The roofing company should continue investing in PPC advertising, testing and refining the ad copy and targeting strategies. The company should also invest in improving the landing page to increase conversions further.
A. Summary of Key Findings: The PPC campaign increased the roofing company’s online visibility, generated more leads, and grew the business. The results demonstrate the effectiveness of the marketing strategy and tactics used.
B. Final Thoughts and Next Steps: The roofing company should continue investing in PPC advertising as a crucial component of its digital marketing strategy. The next steps for the roofing company include refining the ad copy and targeting strategies, improving the landing page, and continually monitoring and tracking the results of the campaigns. By doing so, the roofing company can continue to generate leads, increase sales, and grow the business.
Overall, the PPC campaign for the roofing company in Skagit County, Washington, was a resounding success. The campaign results showed a significant increase in website traffic, engagement, and leads, proving that the marketing strategy and tactics used were effective. This case study is a testament to the power of digital marketing, especially when generating leads and growing a local business. Moving forward, the roofing company should continue to invest in PPC advertising and other digital marketing efforts to maintain its success and reach even greater heights. The lessons learned from this campaign can also be applied to other businesses looking to improve their online visibility and generate leads through PPC advertising.