Happy Family
Increasing Leads for a Service Company 
66% Increase in Conversions and 2 new leads per day

FMG met this client through our Upwork profile.

 

The client is a service company that provides sleeping training for parents and infants.

 

She was looking for someone to take over her Google Ads management to bring in more leads for her service-based business. The average life-time value of a client for this company is about $10,000 to $15,000. The company’s service contracts are about seven months on average.

Increasing Leads For a service company through ads

Summary

FMG met this client through our Upwork profile.

 

The client is a service company that provides sleeping training for parents and infants.

 

She was looking for someone to take over her Google Ads management to bring in more leads for her service-based business. The average life-time value of a client for this company is about $10,000 to $15,000. The company’s service contracts are about seven months on average.

Image by Michal Bar Haim

Scope of Work:

·        

  • Clean up Google Tag Manager with the existing website

 

  • New Landing Pages for Google Ads. The revised landing pages make it easier to quickly convert viewers that engaged with paid ads

 

  • Improved reporting software to better adjust and edit ad content

The Challenges 

First, a definition. “Pay-Per-Click” is a very broad term for digital advertising where you pay the advertiser, not for the ad itself but how many people interact with the digital ad in a certain way. Some of the biggest platforms to purchase “Pay-Per-Click” are Google Ads, Facebook Business Manager, Bing, and many more.

 

The client had been using Google Ads since 2015 with limited results. Like many businesses, the client had a high volume of clicks on the ads, but very few conversions (actual new business) from the ads. Our team acted quickly to fix this.

Challenges

 

Pay-Per-Click is a sophisticated advertising tool, making it hard for business owners to manage

The previous marketing provider did not provide results, it was difficult for the owner to understand how to improve

The business owner had been spending money on Google Ads since 2015 with limited results

How We Helped

Understanding the Target Demographic

 

For ads to work, they need to be shown to the right person at the right time in their buying journey.

 

We spent about 2 hours with the business owner learning about the existing market for her services. She catered to high-net-worth families in New York City, Philadelphia, and the surrounding suburbs.

 

We wanted to understand and build an archetype of the ideal client for the business. With the details provided by the owner, we were able to put together ad elements, geographic targeting, and demographics information.

 

Designing Ads

 

To build effective ads, you need to understand your geographic area, the right kinds of words and terms people use to search for your goods or services, and when to run the ads to optimize the budget.

After comparing what we created with past ads in the account system, we knew we could generate the right kinds of traffic to the client's website.

 

Landing Pages Convert

 

Good Ads with bad website landing pages mean poor results. When we reviewed the client's existing landing pages, we saw that the calls to action were not strong and the pages were not mobile optimized.

 

More and more, when people are searching for goods and services, they use their phone or tablet. A landing page needs to look good on these smaller devices and be mobile-friendly in terms of lead generation tools.

 

The client had another provider that managed the website, and we worked with that team to design copy and content for the website. We created and integrated Google Tag Manager into the various calls to action (buttons, email addresses, and phone numbers).

 

Within one week, we were ready to re-start ads.

2021 Key Stats

 

41% Reduction in CPC

281% Increase in Conversions

109% Increase in Website Users

 

Compared to 2020

Results BY THE NUMBERS

within 3 days, the Client reported record numbers of phone call and email inquiries.

graph.png

Frederick Mountain Group started running ads in March of 2021. As the graph indicates, We were able to drive conversions very quickly. More importantly, we drove conversions up while clicks and impressions were lower that previous campaigns.

 

Our demographics research helped us connect ads with the exact type of customer for the client. We were able to drive quality leads without spending the budgets previous providers used.

The client was seeing about 47 conversions per quarter with the previous provider. The ad strategy we created generated 78 conversions in the first quarter, a 66% percent increase.

 

These conversions led to quality and well-paying leads that could help support the business expansion.

 Results

20% Increase in Membership

2 New Sponsors

13% Increase in Monthly Revenue