WaterWork Plumbing
Lead Generation - Paid Media Case Study
Overview.
About WaterWork Plumbing
WaterWork Plumbing launched in 2006 with just one truck. Since then, WaterWork's continuous business growth has allowed them to add fifteen more fully-equipped trucks, along with a team of experts that are ready to handle all of Metro Detroit's plumbing needs.
Problem.
Why WaterWork Plumbing Approached Us
WaterWork Plumbing's cost-per-lead increased substantially in their Google Local Services ad campaigns, especially compared to only a couple of years ago. Furthermore, WaterWork's other paid media channels, such as HomeAdvisor, experienced a decline in quality and volume. WaterWork Plumbing reached out to us to find a way to increase service leads at a lower cost than the other paid media channels they were advertising in.
Solution.
How We Solved These Problems
In order to solve the issues on the paid media side, we designed, architected, and launched a Google Ads campaign through the traditional ad platform (not Google Local Services). By approaching their paid media strategy in this way, we were able to granularly control what keywords we wanted to bid on, the appearance of how our ads were displayed in the search results, and the landing page experience for potential customers.
In the first few weeks of the campaign, we tested a variety of different keywords and services to examine the average cost-per-click and cost-per-lead for each category. Plumbing paid ads can be very expensive, so cost was a big factor in selection. We identified a group of lower-cost keywords with high performing ad and landing page combos by the end of the 8th week.
After the 3rd month, we were able to take the data from the campaigns and scale up the budget.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Outcomes.
lower cost-per-lead than Google Local Service Ads
higher ad impressions than Google Local Service Ads
increase in lead-to-customer conversion rate
