Residential Snow Removal Case Study
Cleaning Up After The Storm
Goals To Aim For
The company aimed to secure more residential snow removal jobs by increasing visibility and attracting high-intent customers during peak winter months. Their primary objectives were to generate a steady stream of qualified leads, improve brand awareness in key service areas, and maximize job bookings before and during snow events.
Also, the company wanted to have an eagle eye on the weather to know when to start and the duration of the campaign to maximize client responses and not just pay for ads to show when there wasn’t any snow on the ground.
Plowing Over The Plan
We wanted to make sure that the client would get a great return, so we decided to create a highly targeted Google Ads campaign to find clients who were intently and actively searching for snow removal services. To start, we did a thorough keyword research to identify all the possible keywords being searched by users in the geographically targeted area. After sifting through the list, we chose keywords that would fit the client’s budget while getting them a good amount of searches and clicks.
Next, we structured the campaign with geo-targeting so that those that weren’t affected by snowstorms wouldn’t see the ads to prevent a waste in spending. This ensured maximized local relevance. Each ad group was segmented by service type to improve quality scores and CTR.
To get the best engagement and conversions, we created ad copy that talked about the service, the location, and a call-to-action. Given the geographical area, we were able to add neighborhood names, area names, and other names used locally to help potential clients see that these ads understood the area and weren’t a national chain that was just using a template to try to get more business.
For bidding, we’d tried a couple of strategies for this client, so we knew which to select to get the biggest bang for their buck. After some convincing, we committed the client to a higher budget than he’d originally anticipated, but ensured that he was competitive with other bidders in the market. The budget showed that he was able to get enough new clients without overwhelming the business with too many calls to prevent him from prompt and professional service.
Snow Much Success
Overall website traffic experienced a significant 60% increase, demonstrating a substantial improvement in online visibility
Paid ads campaign achieved a click-through rate of 6.19% and a conversion rate of 34.75%.
The client achieved an outstanding Return on Investment (ROI) of 60:1, meaning that for every dollar invested, they saw a return of sixty dollars.
Residential Snow Removal’s Success Is Your Success
Helping So how does a paid ad for a residential snow removal company in a specific geographical area matter to a lawyer in another region? From the data above and for the other case studies on our site, you can see that we can analyze the data of a business, understand its objectives, review the desired outcomes, and formulate a digital marketing plan that will bring success. The results also show that when compared to the other case studies on the site, we’re able to help many different companies in a myriad of industries with different types of marketing. While this case study focuses on paid search engine ads, we’ve helped other clients with search engine optimization, content marketing, and more.
Burning Ox Marketing is a collection of experts in many digital marketing disciplines, including WordPress web dev, Spanish translation services, eCommerce, graphic design, social media marketing, and others mentioned above. If your business wants to go from a weak, ineffective advertising attempt to STRONG, BRIGHT MARKETING, get in touch with us today!