Overview
Tri State Gate is a family-owned business specializing in high-end driveway gate installation, repair, and maintenance. With a highly experienced team, they currently cater to private home owners who are looking for a custom high-end solution . Tri State Gate's projects typically range from $20,000 to over $300,000. The vision for the future is to partner with contractors and property managers and offer their services to additional property types.
Goals
- Increase the number of high-value leads in the form of form submissions and phone calls.
- Improve the conversion rate of their PPC campaigns.
- Reduce the cost per click (CPC) while maintaining or improving the return on ad spend (ROAS).
Platforms Leveraged
Bing
GLSA
HubSpot
Challenges
Before partnering with our agency, Tri State Gate faced the following challenges in their PPC campaigns:
- A granular keyword structure that resulted in inefficient spending on non-converting search terms.
- The need to attract and convert high-value prospects in a competitive market.
- Limited visibility in front of contractors and property managers, a critical part of their future growth strategy.
Strategy
AdVenture Media devised a comprehensive strategy to address Tri State Gate's challenges and achieve their goals:
- Keyword Restructuring: We performed a complete overhaul of their PPC account, restructuring the keyword targeting to focus on search terms directly related to their high-end driveway gate services. This allowed us to drive efficiency up.
- Audience Optimization: Leveraging the HubSpot integration and performance data, we honed in on Tri State Gate's ideal audience, tailoring ad campaigns to reach individuals actively seeking their services. This involved creating audience segments based on demographics, behaviors, and interests.
- Partnership Outreach: To support Tri State Gate's vision of collaborating with contractors and property managers, we developed specific ad campaigns and landing pages targeting these potential partners. This outreach aimed to position Tri State Gate as the go-to solution for high-quality driveway gate services on construction projects.
- HubSpot Integration: To provide Google with more data for audience targeting, we set up Goals/Conversion actions in the Google Ads dashboard using HubSpot events for contacts that reached various stages of the sales cycle. We attributed value to HubSpot contact to feed Google more information, training the algorithm to serve ads to higher intent audiences.
Results
Our PPC agency's efforts yielded significant improvements and measurable results for Tri State Gate:
- Increased Conversion Value: After restructuring the keyword targeting to eliminate non-converting terms, Tri State Gate experienced a substantial increase in conversion value. This improvement directly correlated with an increase of 323 additional high value leads YoY.
- Improved Impression/Impression share: By refining the audience targeting and aligning ad creatives with the specific needs of their high-end clientele, we achieved a notable increase of 461% in impressions for our ads in TSG’s PPC campaigns.
- Cost Reduction: Our strategic approach not only improved results but also helped reduce the cost per click (CPC), ensuring more efficient allocation of their advertising budget.
- ROAS Growth: Despite reducing the CPC, our efforts led to an improved return on ad spend (ROAS), demonstrating the effectiveness of our campaigns in generating revenue for Tri State Gate.
In summary, our partnership with Tri State Gate involved a holistic PPC campaign makeover, resulting in increased lead generation, enhanced conversion rates, cost savings, and improved return on investment. These outcomes align perfectly with Tri State Gate's goal of expanding their services and establishing partnerships within the industry.
