First things first, a total revamp of Ridge Top’s existing Google Ads play. A brand new account that would give our PPC and Facebook experts the ability to craft tailored ads for their target demographic.
Prior to working with us, Ridge Top was seeing a $168 CPL and a 14% conversion rate. While these results looked good, we knew there was an opportunity to maximize their investment by enhancing lead quality. When lead quality is poor, CPL and conversion rate won’t matter because it takes a lot more leads to close a customer. We were determined to get Ridge Top to a point of consistent, profitable lead quality, instead of relying on larger amounts of poor-quality leads.
We initially focused on their Clearwater, Florida, location – which opened 6 years ago, and has been growing quickly. These PPC campaigns focused on residential roofing, specifically asphalt and rubber. Their initial monthly budget was $8,000.
Unlike their previous Google Smart Campaigns, our PPC campaigns featured specific targeted keywords to increase clicks and lead quality. Within these first few months, we were able to test different campaigns to discover what resonated with local homeowners, best. This included testing factors such as copy, CTAs, and landing pages.
During the first 30 days of going live in Tampa, Ridge Top’s cost per lead issued was $440, with a CPL of $197. A starting point, but certainly not ideal.
However, after two months of fine-tuning and optimization, we were able to get their cost per lead issued down by 21% to $344, and CPL to $175.
And it gets better. By the end of the 4th month, tracking the revenue generated from all leads, our PPC campaigns were generating $10 of revenue for every $1 invested.
That’s a cost of marketing of 10%.
Building upon this momentum, we were ready to take our partnership with Ridge Top to the next level. Or should we say, location?