B Haney & Sons Case Study

We started this campaign in February of 2017. In the first 6 months of the campaign we generated 170 qualified leads, which resulted in
over $245,000 worth of proposals in the pipeline.

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B Haney & Sons Case Study

Background

B Haney & Sons is tree service company located in the western suburbs of Chicago that has been around for over 75 years. They specialize in residential and commercial tree care including tree removal, tree trimming, stump grinding, plant health care, mulch delivery, and consulting services.

Why MetaLOGIC Design Was Chosen

B Haney & Sons had been using a national marketing company who originally specialized in phone book marketing and had moved into the online marketing space. They were using this company for running ads on Google in an effort to generate qualified leads. Unfortunately, this company was not able to generate the qualified leads B Haney & Sons were looking for. They rarely heard from their company contact and were spending a lot of money and seeing very little results. They were looking for something better.

Having designed B Haney & Sons’ website, MetaLOGIC Design knew they could generate the leads B Haney & Sons were looking for. Being certified in Google Adwords, MetaLOGIC Design had the experience and knowledge on how to effectively create a lead-generating campaign. B Haney & Sons decided to give MetaLOGIC Design the opportunity to earn their business.

Our Approach

We focused on a specific geographic region

B Haney & Sons only wanted to service specific towns that were within their ideal territory and had high income potential. We set up the campaign to only show ads within this defined territory.

We focused on the services that generated the most profit

Instead of taking the marketing budget and spreading it over all the services B Haney & Sons offers, we asked which services made them the most money. This resulted in us narrowing the services down to three.

Service-Specific Landing Pages

From our experience, we know that sending visitors to a service-specific landing page will generate around 10% more leads on average than sending visitors to a page on your website. These landing pages are designed to convert visitors into leads. This also gives us control to test different landing pages to effectively optimize the campaign and improve our conversion rate.

Optimization Process

Our optimization process is extremely effective and gets results. Each ad group (keyword group) we make has at least two different ads running. After we get enough data, we know which ads have the best click-through rate and therefore a better chance at converting visitors into leads.

Monthly Strategy Calls

Every month we discuss the results of the campaign compared to the previous month and we create a plan for the upcoming month. These calls are especially important for optimizing the campaign and calculating the ROI of the campaign.

Call Tracking

We enabled Google call tracking for people searching by mobile devices. We review the call volume on our monthly reviews to make sure our numbers are accurate the quality of leads is high.

The Results

We started this campaign in February of 2017. In the first 6 months of the campaign we generated 170 qualified leads, which resulted in over $245,000 worth of proposals in the pipeline. The screenshot below shows the results of the campaign.

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