We began working with a well-known home services company in Richmond, VA in the spring of 2013. Our initial objective was to drive phone and email leads for HVAC and backup generator installations, through Google Search and Display Ads, and Landing Page Optimization. After a successful first three months, we expanded our relationship to promote their Plumbing, Propane, and Home Security service lines.
While we’ve seen success across all service lines, Home Standby Generators emerged as a top priority for the client.
Strategize
While our existing Search and Display campaigns were bringing in plenty of qualified leads, we knew there was more we could be doing to give the client a competitive edge. Realizing that interest in Generators seemed highest during storms, we created a “Storm Prep” campaign, with banner ads that we could easily activate before and after big storms that routinely knock out power to thousands of Virginians.
Test EVERYTHING!
As usual, we tested every possible aspect of the Storm Prep campaign. We wanted to know which banner ads generated the best response, what sites our target customers were using, when to turn them on, and even what devices we should be focusing on. As each new storm came and went, we tested another element of our plan.
Audience Analysis
Our testing confirmed our hypothesis that the majority of our leads were coming from weather-related sites, as well as local media sites where customers were tracking the storm. We also found that traffic was very mobile-heavy immediately after a major storm, as people were left without power.
Refine The Game Plan
By triggering our best ads, on the most relevant websites, at the optimal time, we were able to focus the client’s spend in a very efficient manner. With the system already in place, we can now quickly activate our campaigns before, during, and after severe weather events, and be confident in the results.
Let Us Work For You
Do your PPC campaigns need a boost? Are you reaching your best prospects with solutions to their problems? Let us help your business grow with a customized PPC strategy that will leave your competitors behind and your customers amazed.