Lead Growth: increasing leads by 52% for a national industrial services company
The Goal: The right leads in the right geographical locations
An industrial service contractor sought to expand its presence within key target markets by focusing on industrial and commercial sectors to promote its specialized services. The primary objective was to generate high-quality leads across multiple geographic locations, ensuring it connected with decision-makers in industries aligned with its service offerings.
The Challenge: A scalable solution that delivered ROI
To achieve this, they needed a strategy that balanced efficiency with lead quality, maximizing their reach and ensuring the generated leads were relevant and likely to convert. The challenge was to create a streamlined, scalable approach that could drive results across diverse regions while maintaining a solid return on investment.
Our Solution: Rigorous testing of Google Ads with data-driven methodologies
Addressing the industrial service provider’s challenges and strengthening their pipeline of qualified leads, we implemented a data-driven testing and experimentation approach in Google Ads that delivered measurable results.
Keyword research
We conducted in-depth keyword research to expand the current campaigns and extend reach within each target market. Focusing on high-intent keywords targeted to industrial decision makers, we grouped keywords to develop ad groups of services within each geographic region’s campaign.
Expanded keyword strategies focusing on value propositions
Testing new keyword strategies and leveraging our deep experience in paid advertising, we captured additional search interest and determined where expansion was possible. We also wrote ad copy with an eye on specific value propositions and calls to action and introduced new assets to each campaign type, including display and performance max campaigns.
Continual testing and refinement
Through continuous testing of ad copy, assets, and landing pages, we identified the winning combinations and applied our learnings account-wide to achieve optimal efficiency.
The Results: More than double the number of leads
- Year 1: 1,928 leads at $31.68 per lead
- Year 2: 3,096 leads at $36.16 per lead
Our expert management of Google Ads has driven a 52% year-over-year increase in lead volume for the industrial service contractor, while maintaining a stable cost-per-lead.
By strategically scaling budgets across high-performing campaigns, optimizing ad copy and targeting, and refining bidding strategies, we’ve not only expanded our client’s reach but also maximized their return on investment.
Our proprietary, data-driven approach ensures sustainable growth, allowing our client to generate more qualified leads without sacrificing efficiency.