Overview
WOW 1 DAY PAINTING is a professional painting company that delivers high-quality painting services for residential and commercial clients—all in just one day. By combining efficiency with exceptional workmanship, they revolutionize the painting industry, providing customers with fast, reliable, and outstanding results.
Challenges
Low-Quality Leads from Display Campaigns
WOW 1 DAY PAINTING was receiving a significant number of low-quality leads through their Google Display campaigns. The primary conversion metric was tracking "clicks to call," which often did not result in actual customer calls. This approach led to unreliable data and inefficient use of the advertising budget, as clicks did not necessarily translate into genuine customer engagements.
Boosting the Number of Bookings
While the company was generating leads, they sought to substantially boost the number of confirmed bookings to drive business growth. The challenge was to convert more of these leads into actual appointments. The existing marketing strategies were not effectively targeting high-intent customers ready to schedule painting services, leading to lower booking rates than desired.
High Cost Per Lead (CPL)
A substantial portion of the marketing budget was allocated to search campaigns that yielded conversions at a higher CPL. The company had not extensively explored Performance Max (PMax) campaigns, which offer advanced remarketing capabilities and the potential to attract more relevant leads at a lower cost.
Platforms Leveraged
Google Ads (Search Campaigns and Performance Max Campaigns)
Invoca as Call Tracking Software
Strategies
Pausing Display Campaigns
To eliminate the influx of low-quality leads and reduce wasted ad spend, we paused all Google Display Network campaigns. This allowed us to reallocate the budget to more effective channels that drive higher-quality traffic.
Refining Conversion Tracking
Recognizing that "clicks to call" were not reliable indicators of customer engagement, we ceased tracking them as primary conversion actions. Instead, we implemented a third-party call-tracking tool (Invoca) to monitor actual calls from the website, ensuring that we measured genuine customer interactions.
Restructuring Non-Branded Campaigns
We reorganized the non-branded search campaigns by categorizing them based on specific services offered by WOW 1 DAY PAINTING. To enhance efficiency and prioritize high-value actions, we adopted the Maximize Conversion Value bidding strategy. This involved assigning different values to each stage of the booking process, with the highest value placed on final bookings. This strategic shift led to a significant improvement in conversion rates.
Launching Performance Max Campaigns
We introduced Performance Max (PMax) campaigns to leverage Google's machine-learning capabilities across all its advertising channels. PMax campaigns enhanced our remarketing efforts and attracted more relevant leads, which significantly lowered the cost per booking.
Implementing Negative Keywords and Disabling Display Network
To prevent ads from appearing for irrelevant search queries, we created an extensive list of negative keywords. This strategy reduced wasted spend on non-quality clicks. Additionally, we disabled the Google Display Network in all campaigns to focus the budget on more effective search channels.
Results
61.14% Increase in Final Bookings
Between April 2024 and September 2024, final bookings surged by 61.14%, reflecting a substantial improvement in converting leads into customers.
26.48% Decrease in Cost Per Booking
The cost efficiency of marketing efforts improved significantly, with the cost per booking decreasing by approximately 26.48%.
86.47% Increase in Overall Conversions
There was a 86.47% uptick in overall conversions, indicating enhanced performance across all stages of the customer acquisition funnel.
36.07% Reduction in Overall CPL
The comprehensive strategies implemented led to a 36.07% reduction in the overall cost per lead, maximizing the return on advertising spend.
Through strategic optimization of advertising campaigns and a focused approach on lead quality and conversion efficiency, WOW 1 DAY PAINTING achieved remarkable growth in bookings and cost savings, setting a strong foundation for continued success.
