The client who installs security systems, video surveillance systems, alarms, etc., in Philadelphia, contacted us.
Our client, who installs security systems, video surveillance systems, alarms, etc., in Philadelphia, contacted us.
To develop a media campaign to attract interested customers to order the security systems installation.
We’ve launched a Performance Campaign to find potential customers looking for security services in their city and those who are actively interested in such services but aren’t yet looking for a specific solution on Google to run the campaign. Google Search Ads works best for this, allowing you to show specific ads to customers who are already looking for the services we provide. We also tried advertising in the Facebook feed with interest targeting and optimization for the target action. Customers are considering installing security systems for both private households and businesses.
Therefore, we’ve structured the campaign to identify specific ad groups with relevant messages for each situation, service type, and target audience. A large proportion of users search for such services via a smartphone, so we used both standard search and adaptive in the search campaign. Their feature is that the system adapts messages to the user’s device, combining different headings and descriptions, and uses other behavioral signals for machine learning to show users the most relevant Ad options. We’ve also added ad extensions, including phone numbers. This allowed customers to call to order services directly from the search engine.
Before launching the campaign, we slightly modified the client’s landing page to simplify the order placing process and increase conversions (baseline conversion rate was 1.39%).
According to our forecast, the conversion to leads should be about 2%, and CPL (the cost of attracting an interested client) – $ 30 with an average check of $ 650.
During the first month of the campaign, we managed to get a conversion of 8.82% (which is more than four times higher than the actual plan) and generate leads totaling at least $ 28,600.
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