Plumbing Case Study Water Heaters GEO-TARGETING: 25 Miles Around Memphis, TN

18%+ Lead Flow Increase

Plumbing

How We Helped: 

Implemented High Converting Call-Only Plumbing Campaigns And Focused On Earning The Highest Share of Impressions Possible For Water Heater Keywords.

Client Goals:

Cost Per Lead Between $18-$42
Cost Per Acquisition Between $25-$175

Results:

Cost Per Lead: $24.76
Cost Per Acquisition: $70.87
Campaign Review
Since the client is targeting a highly competitive location, we focused on achieving the highest possible share of impressions for our targeted keywords for our budget. Paired with a highly competitive offer, we’ve managed to steadily increase the number of leads earned month over month without increasing our cost per lead.

Quick Stats

Impressions: 37,712

Clicks:787

Conversion Rate: 35%

Conversions: 275

Services Used:
  • PPC, SEO
STRENGTH IN NUMBERS

Business impact

$70.87

CPA (Cost Per Acquisition)

$24.76

CPC (Cost Per Click)

2%

CTR ( Click Through Rate)

7/10

Quality Score

47%

% Top Impression Share

81%

Impression Share

Terms We Use

CPA – CPA WILL GIVE YOU AN ESTIMATE OF HOW MUCH YOUR NEW CUSTOMERS ARE COSTING YOU AND HELP YOU DETERMINE WHETHER YOUR STRATEGY NEEDS TO BE REVISED.

CONVERSION RATE IS AN INDICATOR OF SUCCESS, COST PER ACQUISITION IS A FINANCIAL METRIC USED TO MEASURE THE REVENUE IMPACT OF A MARKETING CAMPAIGN.

CPC – CPC IS THE MOST IMPORTANT FACTOR THAT DECIDES THE EARNINGS OF THE PUBLISHERS. AS FAR AS WE HAVE ANALYZED CPC DEPENDS ON THREE SIMPLE FACTORS – COUNTRY, KEYWORDS AND QUALITY/AGE OF THE SITE.IMPRESSION SHARE

IMPRESSION SHARE – IMPRESSION SHARE AS AN IMPORTANT METRIC THAT SHOWS ADVERTISERS HOW MUCH MORE THEY COULD DO WITH THEIR CURRENT AD CAMPAIGNS.

QUALITY SCORE – QUALITY SCORE IS GOOGLE’S RATING OF THE QUALITY AND RELEVANCE OF BOTH YOUR KEYWORDS AND PPC ADS. IT IS USED TO DETERMINE YOUR COST PER CLICK (CPC) AND MULTIPLIED BY YOUR MAXIMUM BID TO DETERMINE YOUR AD RANK IN THE AD AUCTION PROCESS. YOUR QUALITY SCORE DEPENDS ON MULTIPLE FACTORS, INCLUDING:

  • YOUR CLICK-THROUGH RATE (CTR).
  • THE RELEVANCE OF EACH KEYWORD TO ITS AD GROUP.
  • LANDING PAGE QUALITY AND RELEVANCE.
  • THE RELEVANCE OF YOUR AD TEXT.
  • YOUR HISTORICAL GOOGLE ADS ACCOUNT PERFORMANCE.
Plumbing
  • MINIMUM BUDGET - $2000
  • ESTIMATE CPA RANGE - $25-$175
  • EST LEADS FOR MIN BUDGET - 40-80
  • REMARKETING ELIGIBLE - Yes
  • RECOMMENDED OFFER - % Off or New Customer Discount
  • WHAT YOU NEED TO KNOW - A Competitive Offer Is Key