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Case Study on Roof Construction and Repair - CRS

Intro

The company CRS (Complete Roofing Solutions) from Auckland, New Zealand became a client of our in November 2020. Complete Roofing Solutions is a team of professional roofers who provided a wide range of services 🏠. Ordering new gutters, window openings, a complete roof overlap, or a completely new roof can all be done with CRS and the company works with private and commercial clients. CRS’s mission is to provide high-quality services, and our mission is to promote these services around Auckland and the surrounding area, as well as increase the number of clients for the company.

Initial Data

How the cooperation went and how it’s going:

We always pay special attention to the preliminary information collection and analysis. The optimal tool for our first communication with any client is the brief. After getting the brief completed by CRS, we learned about their primary services, competitors, and priority areas of work. The ad campaigns were launched on November 5, 2020, with GEO settings in the area of Auckland, New Zealand. We set up advertising campaigns on the Google search network 🔍 with a starting budget of $5000 NZD. During the project, the budget changed as the client received new orders.

Objectives

It was important for us to bring quality leads to the client, which in turn will become real orders. With a starting budget of $5000 NZD and an understanding of the client’s goals, we established the following objectives:

  • Set up search advertising in Google Ads for the company’s main services.
  • Set up search advertising in Google Ads for related products that our client sells.
  • Launch a brand search campaign for people who had already heard about Complete Roofing Solutions.
  • Set up search ads in Google Ads for keywords – brands of competitors. This had to be done without substitution in the title, so as not to receive any legal claims.
  • Bring back potential customers who had not made an order to the site via Remarketing GDN.

Actions Taken

Even perfectly tuned advertising can always be improved during the process. To get the most out of Google Ads and our customizations, we made the following decisions:

  • At the stage of setting up campaigns, we used dynamic search ads and all available ad extensions: quick links, phone number, specifications, promotions and a structured snippet.
  • After receiving the needed number of conversions to connect the intelligent capabilities of Google Ads, we switched from manual bidding to a Target CPA strategy.
  • We tracked ad performance and turned off keywords, groups, and ad campaigns with too high conversion rates.

Implementation

Advertising Account Structure

Search advertising has become the primary tool for promoting and generating leads. After getting information about priority services and key requests, we made the following structure:

🛠 Products – an advertising campaign aimed at selling related products (painted steel coatings from the KiwiColour and Colorsteel brands)

The campaign brought in conversions at $101 NZD, which is quite expensive for promoting similar products. As such, we decided to discontinue it.

🛠 Commercial – advertising services for working with the roofs of commercial buildings (used such queries as “Commercial roofing company”, “Commercial roofing service”, etc.).

🛠 Brand – brand advertising using the company name (CRS, Complete Roofing Solutions as the main query).

The campaign didn’t start working for a long time since there was little traffic for these queries. About 1.5 months later, when our client’s brand awareness increased, the first clicks on brand queries appeared.

🛠 Competitors – a campaign that uses competitors’ names as search queries. An important condition: the substitution of a keyword in the title is prohibited. Violation of this condition may result in complaints and lawsuits.

🛠 New Build – a campaign with shared keys for new roofs and their installation (Auckland roofing, roofing contractors, etc.).

🛠 Re-Roofing – advertising campaign with keys for roof replacement (Re-Roofing, roof replacement, etc.).

Remarketing

We used banner GDN remarketing, split into the following groups:

  1. General (for all visitors to come back to the home page).
  2. Remarketing for those who visited the corresponding page to bring them back to it: Commercial, New Build, Products.

If a visitor was previously interested in one of our client’s services or products, we show them a banner that matches their interests.

Additions

To increase the click-through rate of ads, we used the following additions:

  • Phone number
  • Quick links (for a free consultation, as well as benefits like more than 30 years of experience, high-quality work, reasonable prices, a wide selection of products, and individual solutions)
  • Qualifications and Specifics (affordable prices, friendly service, free consultation, high-quality work, wide range of services, owned and operated by New Zealanders, 30 years of experience, customized solutions)
  • Promotion for 100% free consultation
  • Structure snippet

Bidding

From the start, we were not chasing the number of leads but focused on their quality. To do this, it was important not only to set up campaigns correctly but also to approach bidding the right way.

We implemented the strategy:

  • We manually set bids at the group level.
  • About a week later, when the necessary statistics were collected, we set bids at the level of each keyword + 15%.
  • We tracked the effectiveness of the keywords and made adjustments for keywords and negative keywords.
  • When we managed to reduce the cost of conversion, we switched to the smart Target CPA strategy.

Previously, the following actions were chosen as conversions:

  • Clicking on or copying the e-mail address.
  • Filling out and submitting a form on the site.
  • Calling through the site.
  • Calling via a search snippet, without visiting the site

The first two types of conversions were tracked using Google Tag Manager, which imported the data into Google Analytics. Calls were recorded by call tracking, which directly transmitted data to Google Analytics. Then all the conversions collected in Analytics were imported into Google Ads.

Results

While working, we moved away from the starting budget of $5000 NZD, initially increasing it to $8000 NZD. It was then, unfortunately, reduced significantly since the client received a large number of contracts for 2 months in advance 💪. Now (February 2021), we are working with a budget of $1000 NZD while our client is looking for and training new employees to expand the business.

Conversion dynamics and their cost came to:

  • From November 5th to December 5th, 32 conversions with an average value of $102 NZD.
  • From December 5th to January 5th, 35 conversions at $87 NZD each.
  • From January 5th to February 5th, the number of conversions increased to 48, and their cost fell to $82 NZD.

The most effective campaigns turned out to be:

  • Re-Roofing brought in 55 conversions at an average of $69.51 NZD
  • New Build (installing new roofs) with 55 conversions at $107.66 NZD
  • Commercial (services for commercial buildings) with 2 conversions of $65.25 NZD

Conclusion

For the first time in a long time, CRS has completely filled its schedule with signed contracts 2 months in advance 📈. As such, collaboration and efficiently configured contextual advertising brought high-quality leads, which turned into orders and completely loaded the client with work. Having done its job, advertising temporarily stepped into the background. The company’s priority was the task of fulfilling orders and expanding its staff of specialists 👷🏻.

Work on the project goes on. Currently, the advertising costs are minimized, and the customer is busy training new staff and successfully providing services. In March-April 2021 we plan to launch with new advertising budgets of 8,000 – 10,000 NZD per month.

Update: In early March 2021 we launched with a budget of $5000 NZD per month.

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