Roofing Case Study – Residential/Commercial GEO-TARGETING: Charlottesville, VA

62% Acquisition Cost Reduction

Roofing

How We Helped: 

Focused efforts on managing the account by means of testing new bid strategies and focusing on keyword performance as well as factors like devices and location to increase leads and reduce CPA within goal.

Client Goals:

Cost Per Lead Between $22-$47
Cost Per Acquisition Between $110-$240

Results:

Cost Per Lead: $13.80
Cost Per Acquisition: $112.81
Campaign Review
With continuous efforts on managing high competition with constant negatives and keyword updates, paired with qualifying ad copy we are able to drive high quality leads within our target CPA.

Quick Stats

Impressions: 7345

Clicks:188

Conversion Rate: 12.23%

Conversions: 23

Services Used:
  • PPC, Paid Media
STRENGTH IN NUMBERS

Business impact

$112.81

CPA (Cost Per Acquisition)

$13.80

CPC (Cost Per Click)

2.56%

CTR ( Click Through Rate)

3.71/10

Quality Score

44.36%

% Top Impression Share

67.01%

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.
Roofing
  • MINIMUM BUDGET - $2000
  • ESTIMATE CPA RANGE - $75-150
  • EST LEADS FOR MIN BUDGET - 14-26
  • REMARKETING ELIGIBLE - Yes
  • RECOMMENDED OFFER - Free Inspection, New Gutters with Purchase. 0% Financing
  • WHAT YOU NEED TO KNOW - Lead handling skills may need coaching