In today’s digital age, where consumers are increasingly relying on the internet to search for goods and services, PPC (Pay-Per-Click) advertising has become an essential tool for businesses to reach their target audience effectively. Landscaping businesses, in particular, can benefit from PPC advertising, as it allows them to target potential customers who are actively searching for landscaping services in their area.
However, the effectiveness of a PPC campaign for a landscaping business will depend on various factors, such as the competition in their area, their budget, the quality of their ads and landing pages, and their ability to convert clicks into leads or sales.
This article focuses on a case study that illustrates the advantages of PPC for a home services business. Pacific Landscaping & Tree Service, our client, encountered several obstacles with their previous Google Ads campaign, leading them to seek our team’s assistance.
About Our Client
This is a landscaping business located in Marina, California. They specialize in yard maintenance services for commercial and residential properties. Despite their efforts, the client was struggling with their PPC campaign, which was not delivering the desired results.
The client was facing several challenges with their PPC campaign. Their cost per conversion was high, and not all tracking mechanisms were in place. Moreover, their campaign metrics were poor, with a low CTR (Click-Through Rate) and a low conversion rate.
The marketing strategy goals were to build a campaign that aligned with the client’s seasonal business, decrease the cost per lead to $60.00, and track phone calls as well as contact form inquiries.
Our Tailored Solution
White Shark Media focused on targeting the cities that the client had historically gotten more business from:
- We added 10-15% bid adjustments on Tony’s main cities. This way, he lowered his operational expenses by covering more jobs in a single area.
- We adjusted mobile device bids to track and improve mobile traffic.
- Landscaping is affected by seasonality. Therefore, we divided Tony’s services into several campaigns to run depending on the season, which helped with a more effective allocation of the daily budget.
- Call and conversion tracking were installed to make a fair assessment of the impact of our campaigns.
In his past campaign, Tony had a CTR of 0.16% and a cost per conversion of $287.70. Our team managed to lower the cost per conversion to $55.04. Given the seasonal nature of the product, metrics have been rather variant but always within a profitable margin.
The campaign we created started with a 9.93% conversion rate, an improvement right off the bat compared to a 0.83% conversion rate from his past campaign. By now, we have a conversion rate of 15.45%, and it has increased by 1,983% from his past campaign.
“Since I hired White shark Media to handle my Google Ads Campaign, phone calls and sales have greatly increased for my business. I recommend the services of this company 100%. ”
Tony Jimenez | Pacific Landscaping & Tree Services
Let’s Wrap It Up!
PPC advertising is a highly effective way for landscaping businesses to reach their target audience and generate leads. However, it is crucial to create a well-structured campaign that aligns with the business’s goals and incorporates effective tracking mechanisms.
White Shark Media’s success with our client’s campaign illustrates that with the right strategy, a landscaping business can achieve significant improvements in its PPC campaign metrics, leading to increased ROI and business growth.
If you are considering a different approach or exploring alternative digital marketing channels, visit our extensive online marketing blog. We guarantee that you will find exactly what you are looking for.