Crosstown Mechanical was spending several hundred dollars a month on digital advertising with few results. Rather than stop the ads, the owner, Dave Junglen contacted Ingenuity to discuss taking over the ads. Dawn Wagenaar suggested a digital audit so that we could also look at his website, social and ads.
We immediately noticed some problems with the ad set-up and results. First of all, some ads were remarketing Wisconsin and pulling in Wisconsin queries even though the company doesn’t serve Wisconsin. The error cost almost $400 over six months. An Expanded Landing Pages feature was also controlling where leads landed on the website rather than allowing the client to choose landing pages. Related to this, an ad was linked to a web page that immediately redirected to the website’s homepage, likely causing visitors to leave while increasing the monthly ad spend.
Old Remarketing Display Ad pointed to the Homepage, making analysis difficult.
Old search display ad used up description space with disjointed phrases and did not specify a service area.
We spoke with Dave about goals for the ad campaign, such as which services were high priority and how the company should highlight their strengths and the benefits to customers.
Our main recommendation for Crosstown Mechanical included keyword research to identify the right keywords for commercial/industrial refrigeration, HVAC and equipment sales… and avoid keywords that would bring in leads for residential refrigeration. This included avoiding Wisconsin leads or using a keyword such as “refrigeration experts” without context.
We also suggested a shared budget for all ad campaigns that allows the company to easily allocate more funds to a campaign that is outperforming another campaign.
By reviewing campaign analytics, we also identified improvements for the website to help the company’s ads show up more frequently. This is done by aligning web content to the promises in the ads. We specified landing pages for each ad campaign to better monitor results.
New top performing search ad narrows search criteria and focuses on a high-margin specialty of Crosstown Mechanical.
By optimizing Crosstown Mechanical’s Google Ad campaigns, they have experienced a 25% reduction in monthly ad spend. At the same time, the company is getting multiple, legitimate leads for the repairs, equipment sales and custom installation services they want to attract. By analyzing the campaigns rather than giving up, they were able to turn a potential marketing failure into a business win.
The company has continued to work with Ingenuity’s digital team to manage their ads. Within the same year, they expanded our retainer to include creation and oversight of their social media pages. This supports consistent marketing visibility as well as recruitment efforts.
Dave Junglen
Owner
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