Executive Summary
MOOD took on the challenge of overhauling the digital marketing strategies for Precision Garage Door Service, focusing on pay-per-click (PPC) campaign efficiency and SEO optimization to drive down costs and increase conversion rates.
Background
Precision Garage Door Service had been experiencing suboptimal results from their PPC campaigns with high costs per acquisition (CPA) and low conversion rates. The existing campaigns were not effectively targeted and were resulting in wasted ad spend.
Objectives
- To reduce overall CPA and increase the efficiency of ad spend.
- To restructure PPC campaigns to better target potential customers.
- To improve the SEO standing of Precision Garage Door Service, making them more visible on search engines.
Strategy & Execution
PPC Campaign Overhaul
- Audit and Restructure: An initial audit revealed several inefficiencies in the existing PPC campaigns. We restructured these by pausing underperforming campaigns and shifting the focus towards more effective, data-driven campaigns.
- Refinement of Targeting: We refined the targeting criteria to focus on higher-income brackets likely to convert, while also broadening the audience to include middle-income brackets to capture a larger potential customer base.
- Performance Max Campaigns: Reduced dependency on Google's Performance Max campaigns by introducing more controlled and targeted search campaigns that complement the broad-reaching Performance Max efforts.
SEO Optimization
- Keyword Optimization: Conducted comprehensive keyword research to align the website's content with high-conversion potential queries.
- On-page SEO: Optimized website content and meta tags to improve relevance and readability for both users and search engines.
- Technical SEO: Improved site speed and mobile responsiveness, ensuring all pages are indexed correctly by search engines.
Results
- Cost Efficiency: Significant reduction in CPA, with cost savings of over $50,000 in ad spend within the first four months.
- Increased Conversions: Phone call conversions increased dramatically, from 411 calls to 1,300 calls between September and November 2024, reducing the average cost per call from $185 to $59.
- SEO Performance: Improved search engine rankings led to an increase in organic traffic and higher engagement rates.
Lessons Learned
The importance of aligning PPC campaigns with overall business goals was a key takeaway. Continuous monitoring and adjustment of campaigns based on real-time data were crucial in optimizing the ad spend and targeting.
Future Steps
MOOD will continue to refine the digital marketing strategies for Precision Garage Door Service, focusing on expanding their reach in competitive markets and further reducing costs through advanced data analytics and AI-driven insights.
