Plumbing New Depths: How Digital Ads Made a Splash in Sales

OBJECTIVE

Our plumbing client, specializing in water heater sales, approached us with an urgent need for immediate business. With a limited budget, their primary goal was to generate instant results while their branding, logo and website updates were in progress.

STRATEGIC PLAN

To address the client's immediate needs, we proposed a cost-effective digital advertising strategy focusing on Google Ads and Facebook Ads. Our plan included:

  1. Allocating a small initial budget for both platforms.
  2. Creating dedicated, relevant landing pages to enhance user experience.
  3. Implementing high-level A/B testing to optimize ad copy.
  4. Continuously refining keywords and adding negative keywords to ensure ad relevance.

EXECUTION

  1. Campaign Setup: We launched targeted campaigns on Google Ads and Facebook Ads, focusing on high-intent keywords related to water heater sales.
  2. A/B Testing: We rigorously tested various ad copies and visuals to identify the most effective combinations, optimizing them based on performance data.
  3. Keyword Management: Our team conducted extensive keyword research, continuously refining and adding negative keywords to improve ad relevance and reduce wasted spend.
  4. Landing Page Optimization: We designed and optimized dedicated landing pages that aligned with the ad content, improving the campaign quality score and user engagement.

RESULTS

  1. Immediate Return on Ad Spend (ROAS): In the first month, the campaigns generated an immediate ROAS, providing the client with quick and tangible results.
  2. Increased Budget and Conversions: By the third month, we increased the budget by 25%, resulting in a 5x increase in conversions compared to the first two months.
  3. Reduced Cost-Per-Click (CPC): Through continuous optimization and quality score improvement, the average CPC dropped significantly, maximizing the efficiency of the ad spend.
  4. Improved Click-Through-Rate (CTR): Our efforts in refining keywords and ad copy led to a CTR above the industry standard, indicating high user engagement.
  5. Sustained Success: With the success of these campaigns, the client has been able to allocate more funds to their overall marketing efforts. We have maintained a well-organized account structure with tightly themed ad groups and relevant keywords to ensure ongoing improvements in Quality Scores and CPC.

By focusing on immediate digital advertising results while updating the client's branding and website in the background, we successfully met their urgent business needs and set the stage for sustained growth.