Mini Case Study:  Offer VS No Offer In Ad Text

4.33%

Increase In Conversion Rate

4.14%

Decrease In Cost Per Conversion

"We knew we needed to buy our own brand name keywords on Google, but did not expect to have such success going after our competitors keywords. With a little training for our customer support representatives, our answering of these new competitor calls went from “Sorry, you have the wrong number” to “You've reached company y, not company x, we have expert technicians ready to solve your issue with availability still left in the day, did you want someone to stop by today or tomorrow?”

Fred ******, Owner - C*****'s Heating and Air

|    Overview‍

Many service based clients consider implementing an offer to incentivize conversion volume. We sought to compare account performance based on cost per lead and conversion volume before and after an offer was incorporated into the ad strategy.


|   Goals

  • Implement offer to increase conversion volume
  • Decrease CPA in correlation with conversion volume increase


|   Problems

  • Low conversion volume
  • Higher cost per lead


|   Strategies

  • Incentivize conversions by adding an offer
  • Ad offer to ad text in headline for easy visibility

ABOUT THE CLIENT
This family owned and operating power washing company offers exterior cleaning services in a large east coast metro area. Their approach to business is honesty and quality based, enhancing their commitment to excellence. They are certified by the Pressure Washing Resource Association and provide warranty backed, industry leading service.


TYPE

Local Service


INDUSTRY
Power Washing

SERVICES RENDERED

  • PPC Management
  • Phone Tracking
  • Landing Page Creation
  • Conversion Rate Consulting

Results

Case study timeframe:  Jan 1 2018-Jan 1 2019 vs Jan 1 2019-Jan 31 2020

Before

  • Average Monthly Cost Per Conversion 
    $44.93

After

  • Average Monthly Cost Per Conversion 
    $43.07
  • Average Monthly Conversion Rate
    17.33%
  • Average Monthly Conversion Rate
    18.08%

|    Conclusion

After a year of ad management with Doggo Digital, this HVAC company was able to achieve significantly increased regional search and conversion volume. This was accomplished through our refinement of ad campaign and landing page traffic, which drastically decreased this client's cost per lead while substantially increasing overall account stability.  

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