Home Care Services Archives - Propellant Media

How We Averaged A Cost Per Lead Of $60 For A Spray Foam Insulation Company

Challenge

A spray foam insulation company was use to some relative marketing success given the prowess of the spray foam insulation company as well as the systems they implemented to bring their services to consumers and real estate developers. They did have some operational challenges in keeping up with hiring to service clients, but knew they had to continue their marketing efforts.

They wanted to run Google Ads, but wanted to find a sensible means to track and measure the leads coming into their organization. Propellant Media was tasked with implementing a plan for their internal team to take over.

Solution

After extensive consultation with the spray foam insulation company to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

Google Ads (Standard Campaign) – Our team drilled down on the core terms relative to their brand.
Google Ads (Call Only Campaign) – In addition to a standard google ads campaign, given phone calls was a core KPI for the brand, we develop a call-only campaign, driving solely phone calls to the spray foam insulation company.
Site Retargeting Campaign – We utilized our programmatic platform to retarget individuals who visited the client’s website.
Call Tracking – The most important aspect of the campaign was to measure those who in fact called in. We utilized one of our platforms callrail in order to measure success and provide learnings to the client.

optimize the campaigns. This gave us a full view of the omni-channel marketing strategy and driving more immediate patient leads to the practice.

Over 60 Phone Calls Attributed From Google Ads Alone

After taking over the Google Ads campaign, we were able to stay within budget and generate over 60 phone calls in a short period of time while maintaining a cost per lead of $60. Our team continued to optimize the campaign for the client before handing it back over to their team for full management and execution of the campaigns.

Geofencing Marketing For Roofing Company Gives Huge Lift To Sales Team

The Marketing Challenge

A conglomerate of roofing companies were use to some relative marketing success with their traditional lower funnel Google Ads campaigns coupled with their sales reps door knocking and building relationships with homeowners that possess homes over 20 years of age. Roofs that are over 20 – 30 years of age are typically in need of repair or replacement.

In addition to leveraging the age-of-roof to target homeowners, they would also leverage weather events such as hail storm damage to get their message in from of people in those areas. Given the competitive nature of the roofing space, these roofing companies needed a strategy that provided a full funnel effect beyond the traditional google ads.

Solution

For the roofing companies, all marketing for the efforts start, first, by utilizing a “heat map” that identifies market areas hit hardest with the most damage from a storm. This map triggers the entire marketing process whereby the roofing companies deploy boots on the ground to the neighborhoods most affected including door knocking, door hanger/brochures, direct mail specific to these addresses, etc.

In turn, we utilize an ongoing geofencing for roofing companies and addressable geofencing approach in which we are essentially tracking along the movements of the active “boots on the ground.” Addressable Geofencing allows us to engage the same homeowners that live in the neighborhoods of interest. The difference is that addressable geofencing allows us to “prime the pump” so that when the door knockers connect with a resident, that person has likely seen the brand, recognizes the name and is aware of the opportunities for free estimates, repair / replacement services, etc. By using AGF, the roofing companies provide updates nearly weekly so that we are in lock-step with their sales personnel and the specific neighborhoods that they are working.

Additionally, after the sales personnel have left the area, our repetition of engagement on all of the residents’ devices continues for about 30 days so that effected residents can make sensible decisions about getting their roof repaired, etc. We also couple this approach with Site Retargeting-VIDEO for added “punch.” Below are the full effect of targeting we deployed:

Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5% of the overall marketing budget. Thus making all of their marketing work smarter.
Keyword Contextual/Search– After consulting with the client on their core keywords (roofing companies, roof replacement, commercial roof repair), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
Geofencing Marketing – We deployed a geofencing strategy reaching neighborhoods where they did some prior work in.
Addressable Geofencing (Audience Curation) – Using our audience curation tool, we targeted people who owned homes over 30 years of age as well as locations with heavy hail storm damage.

With quick learning from the campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Geofencing Marketing Brings Huge Lift In Leads & Air Cover To Roofing Sales Team

In addition to the success of their Google Ads campaigns, we continued with our programmatic strategy to achieve a click through rate above average at 0.19% for static banner ads (90% above industry average) and 0.12% compared to the average 0.10%. But more importantly, we drove 1,000 clicks and well over 15 conversions. If you value the cost of a roof at $15,000 – $25,000, the marketing had a significant impact on new business. The sales reps had an easier time selling more roofing jobs, and the branding and name presence of the roofers expanded in the area. They continue to deploy a holistic marketing strategy to ensure they’re expanding their top of funnel reach, middle of funnel intent, and lower funnel lead flow to the practice.

HVAC Repair Company Leverages Geofencing & Programmatic Display To Drive Leads

The Challenge

A white label partner who handles other marketing efforts for their HVAC Repair client did not have geofencing and programmatic display as part of their arsenal of digital marketing solutions as part at their digital agency. HVAC Repair is a competitive space and Google Ads doesn’t cut it despite the success it brings brands at the lower end of the marketing funnel. They wanted a middle to top of funnel solutions to raise their name profile and impact their Google Ads strategy with increased branded searches.

Given our experience working with HVAC Repair companies and our white label partner program, they came to us in an effort to bring this unique form of digital marketing to their client.

Solution

HVAC Repair companies mostly care about getting leads NOW. People who typically reach out to HVAC companies call when they have a problem. But the confidence in the outreach does stem from brand awareness and the sense that this hvac company is everywhere and services a lot of people. That is what drove the hvac company wanted to leverage geofencing marketing. After extensive consultation with the agency partner and their hvac repair company to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5 – 10% of the overall marketing budget. Thus making all of their marketing work smarter.
Keyword Contextual/Search– After consulting with the client on their core keywords (ac repair, hvac repair, heating repair, hvac replacement), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
Geofencing Marketing – We deployed a unique geofencing strategy targeting neighborhoods the HVAC Repair did some resent work in. We would leverage creative saying “We Just Fixed An HVAC Unit With Your Neighbor. Get 10% Off To Service Yours.” In addition, we targeted homes over 20 years of age with older units.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

We Drove over 20 Plus Leads With Increased Engagement

In addition to the Google Ads campaign they were running and the increased lead flow they got after we launched programmatic display display campaign, we continued with our programmatic strategy, achieve a click through rate above average at 0.13%, but more importantly, driving 580 clicks and 24 conversions/leads to the hvac repair comapny. They continue to deploy a holistic marketing strategy to ensure they’re expanding their top of funnel reach, middle of funnel intent, and lower funnel lead flow to the firm.