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Case Study: American Contractors
Google Search Ads
The Results
- Reduced Cost-Per-Lead from $174 to $24
- Generated $254,000 in website sales in FY 2020
- Maintained a profitable ROAS of 4.0
The Problem: A Low Performing PPC Partner
American Contractors is a contractor exam prep service that helps business owners in the construction industry pass their state licensure exam by providing in-person test preparation seminars.
They are the best at what they do, with a 99% historical success rate, and a 92% first-time pass rate.
They came to us after becoming unsatisfied with their previous “big box” PPC vendor. They were charging a hefty fee, but couldn’t generate leads for less than $174 each, and had no way of proving ROI on the campaign. Our approach was to completely rebuild the campaign from top to bottom while implementing better structure and better conversion tracking.
Granular Multi-State Strategy
We improved the structure of the campaign by implementing a multi-campaign regional focused account structure. Since American Contractors operates in 8 different states, it made better sense to address regional-focused search traffic while sending them to hyper-local regional pages.
Our improved account structure allowed for greater keyword to ad relevance, lower cost-per-click, and higher click-through rates.
Revenue Tracking and Proving ROI
American Contractors have an ecommerce-enabled website that allows users to purchase training seminars through a shopping cart system.
The only problem? It wasn’t being tracked! We worked with their website team to implement ecommerce tracking so we’d know exactly how much revenue we were generating. This led to provable ROI and confidence in scaling the campaign.
