George was running a local plumbing business in the Oklahoma City area. He was on average spending between $150 and $200 per lead using Google AdWords. While he enjoyed that AdWords was bringing him business, he was wanting to decrease his cost per lead and improve his conversation rates. George was spending between $1,000 and $2,000 a month and getting an average on five leads a month.
We estimated that we could bring his cost-per-lead to under $100 in the first month and increase the amount of leads he was getting in the first month by optimizing his landing pages for his keywords which would improve his quality score and make his clicks cheaper, while at the same time improving his click-through-rate.
The first thing we did was analyze his keyword list. We noticed that he was using many broad-based, that while they were getting clicks, they were expensive clicks that were not resulting in conversations. We decided to change his keywords out with plumbing based symptom keywords for the Oklahoma City area that we knew people were searching for. These keywords were words that the people were searching for when they were having a plumbing emergency and who needed a plumber at their house relatively quickly. They were very specific keywords.
Also, instead of using a broad-based term such as Oklahoma City we started targeting the smaller cities within Oklahoma City such as Edmond and Midwest City. We also used geo-targeting and targeted the area that was within 20 miles of his local business.
We also targeted mobile-users by using the call-only feature. This feature only allows him to be charged when someone actually calls his business.
We increased his leads per month from 5 leads per-month to 30 leads per month while staying in his budget. From optimizing his landing pages for his keywords we were able to improve his conversation rates from 5% to as high as 30%. Before only one and 25 clicks were resulting in a conversation, we decreased the number to only one and four clicks.
Through analyzing the data, we were able to eliminate keywords that were not producing conversations. We also found several keywords that were producing very high conversation rates, so we increased the budget for those keywords.
With using the combined data and well as creating unique landing pages were able to reduce his cost-per-lead to between $15-25 dollars a lead. He was now generating up to 50 new leads a month and dramatically increasing his revenue each month by our fourth month of working with each other.
If you are looking for a Stillwater web design agency or looking for help with paid advertising feel free to give us a call at (405) 714-3397