Paid search that reaches property managers, at 47% less per lead.
- Client
- A fire sprinkler testing and inspection contractor in a major Northeastern metro
- What we did
- Google Ads and landing pages
- Outcome
- Cost per lead down 47%, conversion rate up 76%
Ads that cost too much and came and went.
They inspect, test and repair sprinkler and standpipe systems for commercial and multi-family buildings, and most of their work is recurring inspections and compliance.
They had been running Google Ads themselves, with uneven results and a cost per lead higher than they wanted. Their website asked for a phone call and little else.
Ads built around inspection and testing.
We split their campaigns by service, sprinkler testing, standpipe inspection and compliance work, and cut the broad and residential searches. Negative keywords and audience targeting pointed the budget at property managers, facility teams and compliance buyers.
Ads that say what a buyer checks first.
The ads led with licensing, certification, fast response and code compliance: the things a property manager has to confirm before they book anyone.
A form as well as a phone number.
We reworked the landing pages so a buyer could send a request as easily as call, then kept adjusting bids and ads as the results came in.
Cost per lead down 47%. Conversion rate up 76%.
Paid clicks rose 71% while each lead cost less. The campaigns brought in a steadier stream of qualified inspection and testing leads.
With leads arriving predictably, their sales team could spend its time on larger commercial accounts. Paid search became a channel they could rely on for recurring inspection work in a competitive market.
See what this would look like for your company.
It starts with a call. Tell us where your work comes from today, and we'll tell you straight what we'd do and whether it's worth doing.