Perfect Concrete Care is a start-up concrete care contractor specialising in concrete cutting, grinding, coring and scanning, based in Marrickville, NSW. Even though Perfect Concrete Care is a new company on the market; since the beginning it has been reaching net profit every month successfully. The concrete care market is competitive, there are lots of smaller and bigger companies competing on the concrete grinding, cutting, coring or scanning services market.
In 3rd quarter 2016, on behalf of Perfect Concrete Care, we ran a paid search campaign on the Google Search Engine reaching 158% return of investment (ROI) which means every $1,000.00 invested into the campaign brought more than $1,500.00 in profit.
Read on about how we performed a high quality paid search campaign on the Google Search Engine.
At the end of the day, widely defined sales is a fundamental objective of almost every single cost per click (CPC) campaign for any kind of organisation. The sales goal was keep 100% return of investment Since it is the last step of acquisition funnel together, with our client, we set up supporting site-centred communications goals:
- Price guide download
- Call button use
- Contact form
- Call-back form
- Phone call
As the table below shows, we achieve more than 20% goal rate. This means with every fifth session, it ends with action: downloading a price list, tapping on a call button or filling out the contact forms.
|Goal Coversion Rate||July||August||September||Q3|
We, as an online marketing agency, built four paid search campaigns on main services basis: concrete grinding, concrete scanning, concrete cutting and concrete core drilling. Drilling down, ad groups were constructed as most common application of the services, e.g. floor grinding, post tension cables investigation and so on.
In the same time, we created responsive landing pages containing call to action buttons, online forms, descriptions of services and most common applications. As more than 50% (source: Google Analytics) of Perfect Concrete Care’s traffic comes from mobile devices, responsibility was required.
In order to track the performance, we set up goals on Google Analytics and used WhatConverts for numbers.
Process & Costs
As we have mentioned before, the competitiveness of the market was huge, because of that some of the keywords cost more than $10 per click (CPC). The table below shows costs per click/action. By monitoring and evaluating search results and search performance across the all campaigns, we decreased cost of action over 45% (cost of phone call source: perfect concrete care internal data) compering with Q2 2016. The cost of phone calls levelled off at ~$33 per phone call in the third quarter of 2016.
Results & Return of investment
Let’s talk about the return of investment. Costs were counted as: the sum of cost per click and agency fee costs of labour and travel; so, in other words, all costs possible. The average ROI was 158% which proves our success with the campaign.
ROI = (revenue – costs) / costs