Roofing Case Study – Residential GEO-TARGETING: Texas

+ 27% Inbound Lead Flow

Roofing

How We Helped: 

Adjusted the customer journey, improved the messaging from ad to landing page, to conversion opportunity. Removed friction in the customer journey – from 6 clicks to 3.

Client Goals:

Cost Per Lead Between $22-48
Cost Per Acquisition Between $75-150

Results:

Cost Per Lead: $57.31
Cost Per Acquisition: $57.31
Campaign Review
By optimizing for mobile devices, we ensured the ads would drive an high volume of phone leads. To accomplish this, we monitored the mobile devices conversion rate and applied bid adjustments as needed. We also ran call extensions to show the phone number within the ad in the Google Search results page. It increased the visibility of the phone number and allowed for users to call immediately.

Quick Stats

Impressions: 29,056

Clicks:1231

Conversion Rate: 11.37%

Conversions: 140

Services Used:
  • PPC, SEO, Paid Media
STRENGTH IN NUMBERS

Business impact

$57.31

CPA (Cost Per Acquisition)

$6.52

CPC (Cost Per Click)

4.24%

CTR ( Click Through Rate)

6.8/10

Quality Score

55.43%

% Top Impression Share

66.67%

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 - New Customer Discount, BOGO
  • WHAT YOU NEED TO KNOW - May Need Lead Coaching