Case study 2

Case study 2

Case study 2

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Case Study: Local Lead Generation for Pest Control Services

Objective:
The goal was to drive more calls and form submissions at a minimum CPA while targeting specific areas in Nassau County and Suffolk County, NY. The campaigns were executed on Google Ads and Microsoft Ads, with strategies tailored to budget constraints and seasonal demand.

Optimization Tasks:

  • Reviewed competitors’ activity to identify opportunities and refine targeting.

  • Conducted a detailed website audit, providing actionable recommendations to improve user experience and lead generation.

  • Developed a comprehensive semantic core to align campaigns with the website’s services.

  • Created negative keyword lists to reduce irrelevant traffic and maximize efficiency.

  • Split keywords strategically between campaigns and ad groups for better targeting.

  • Crafted custom ads and call-to-actions tailored to each ad group and campaign.

  • Utilized all available ad assets to enhance ad performance.

  • Adjusted campaigns based on seasonality, geographic demand, and demographics to maximize results within the limited budget.

Performance Over Key Periods:

  • Bing Ads:

    • August 2023 - November 2023 vs. April 2023 - July 2023: Conversions increased by 82.74%.

    • January 2022 - July 2022 vs. January 2023 - July 2023: Conversions grew by 403.83%, with a conversion rate increase of 342.76%.

  • Google Ads:

    • August 2023 - November 2023 vs. April 2023 - July 2023: Conversions grew by 94.62%.

    • January 2022 - July 2022 vs. January 2023 - July 2023: Conversions grew by 53.15%, with a conversion rate increase of 297.43%.

Results Summary:
The total number of conversions consistently increased, even during the traditionally low-demand winter period. This was achieved by continuously optimizing campaigns, adjusting CPCs, and refining categories based on seasonality. Despite limited budgets, the campaigns successfully increased leads while maintaining efficiency and cost-effectiveness.

What This Means:
These results demonstrate the impact of a focused, data-driven approach to campaign management. The ability to deliver consistent growth in conversions while adapting to budget constraints and seasonal changes underscores the effectiveness of tailored marketing strategies in driving measurable business results.

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