Boosting Digital Presence
In 2021, a top US pest control company, earning over $100 million annually through door-to-door sales, aimed to boost their digital marketing presence. They turned to Incline Marketing, needing a swift, effective solution before the peak summer season. Incline leveraged Local Service Ads (LSAs), significantly reducing customer acquisition costs and paving the way for future growth. This case study highlights the transformative impact of Incline's strategy on the company's digital marketing efforts.
.
In 2021 one of the leading pest control companies in the US came to us to help establish their digital presence. Growing annual revenue to over $100MM through door-to-door sales, they knew it was vital to get their digital marketing channels activated in order to continue growing.
Adding to the challenge, demand for pest control services peak in the summer months, giving us a much smaller time frame to test new strategies.
After successfully winning the business in a head-to-head test, Incline was tasked with architecting an effective solution only 6 weeks before the sales season launched.
.
With several different channels to turn to, we decided to focus heavily on Local Service Ads (LSAs). They're Google's newest type of paid ad and they put your company at the very, very top of the search page.
With Incline Marketing participating in Google's first LSA beta test back in 2018, this ad type has quickly become our bread and butter. They prove time and time again they can drive big-time results in the form of leads, phone calls, and customers.
Leveraging our systems and strategies, our team began implementing a comprehensive LSA approach to ensure consistent placement for this pest control company in the LSA ad unit.
We also drilled down on their Google Business Profile. While they already had hundreds of great reviews, we focused on gaining even more positive reviews from current customers to ensure prominent placement in the LSA results.
Not only do we work to drive hundreds of phone calls, but we also work with Google to accurately mark the outcomes of every single phone call.
By monitoring the client's call center, we're able to get insight into the effectiveness of agents in closing business, and marking potential roadblocks to increase performance.
Previously, the client had been experiencing acquisition costs just north of $350 per customer with their door-to-door sales.
By implementing a custom strategy for Local Service Ads, we were able to drastically lower their acquisition costs by over 60%! In the first 6 months of their campaign going live, we delivered them an average cost per acquisition of $136!
As a result, the client decided to quickly increase their ad spend on LSAs and more than doubled their budget by the end of the busy summer season.
Given the high amount of customers and the lack of unqualified leads, the pest control company is now working proactively with us to develop a strategic roadmap for the next 2 to 3 years, including the identification of new states and cities to expand their services.
Conclusion
As you can see, the right strategy can drive thousands of new customers. But not doing anything can leave your business trapped in the status quo.
Our mission at Incline Marketing is to drive real, measurable results that make you go "Wow, how on earth did they do that?" And it happens all the time with the customized LSA strategies we curate for every client.
Interested in running learning more about Local Service Ads? Schedule a call with us and we'll walk you through how they work and what they could look like for your business.
