Case Studies

Client Overview:

• Kennedys Aust Pty Ltd, is a family business operating in Victoria Australia. Their core business service offerings are commercial plumbing and asbestos removal. They operate a number of strategically located branches in Victoria. The business has a comprehensive website with web forms and excellent relevant web content including case studies with rich videos.

Objectives:

• Objective of this Google Ads project was to boost their sales leads at their Geelong branch and surrounding areas as soon as possible over a 2 month run window.

Strategies Implemented:

• To meet the challenges and deliver the positive results, we implemented a number of creative and innovative techniques to maximizing Return On Ad Spend (ROAS):-

  1. All campaigns used manual bidding as this strategy offered the best method to control cost per click to fit in with the limited daily budget of $25. This technique also allowed us to get the best out of Google Ads. With manual bidding, we adjusted bids to minimize spend simultaneously maximizing impressions, clicks, conversions and lowering CPC.
  2. Ad group relevance and highly targeted Ad creatives that focused on commercial plumbing and asbestos removal were created. Each Ad creative included a Call-To-Action. Ads comprised of a combination of Expanded Text Search Ads and Responsive Search Ads.
  3. To further enhance Ad strength, Ad extensions were implemented including Sitelink, Structured Snippets, Call-Out, Location and Call extensions.
  4. Implemented landing page split testing using the existing company website and custom landing pages with web forms.
  5. Organised campaigns using different geographic implementation techniques including location restricted by postcodes, location restricted by radius and Melbourne wide with further restrictions in some campaigns using a combination of in-market and affinity audiences, and profitable keywords.
  6. Ads split testing with different creatives to keep the campaigns fresh to overcome any Ad fatigue.
  7. Extensive keyword research lead to a combination of broad, broad modified and phrase match relevant targeted keywords that were implemented across the campaigns.
  8. Set up conversion tracking for web form submissions, call from Ads, calls from extensions and calls from website.
  9. Implemented shared budget that spread the $25/day budget across all campaigns.
  10. Daily campaign monitoring and optimization to identify problems and opportunities for overall improvement

Challenges & Solutions:

• Restricted Budget Spend = $25/day
• Campaign Type = Search only
• Duration = 2 months
• Audience Geography = Location restricted to 50 kms radius of Geelong, Victoria
• Ads Campaign Focus = Commercial plumbing and asbestos removal
• Conversion = As many and as fast as possible
• Target Market = Highly competitive narrow B2B commercial plumbing and asbestos verticals saturated with many small to medium sized businesses
• Brand Recognition = Zero brand recognition or brand awareness for commercial plumbing and asbestos in Geelong

Results:

Key achievements in comparison to the previous period

• Clicks grew by 62%
• CTR improved by 50%
• Impression grew by 8%
• Conversions grew by 133%
• Conversion rate improved by 44%
• Average Cost decreased by 5%
• Search impression share decreased by 23% but still produced more conversions

Client Testimonial:

• Shannon Kennedy - "We have worked with Les for many years and found his service exceptional. His pricing for google ads is more than competitive and his professional approach made him easy to work with.
  I would not hesitate to recommend Les"

Link to the detailed case study can be found here

Client Overview:

• Freeflo Plumbing and Gas was launched in 2017 with the intention of becoming the #1 plumbing and gas maintenance services provider in Perth West Australia. Freeflo’s client base consisted of both commercial and residential customers.

Objectives:

• In late 2018, Freeflo engaged Valles Digital Marketing to undertake a major brand awareness campaign. The purpose of this campaign was to engage with as many potential customers as possible by demonstrating its capability, experience, expertise and value. Freeflo’s business website formed an integral part of the campaign. Freeflo understood who their customers were but the business was unclear on how to further raise their online presence:

  1. What messages would most resonate?
  2. Where best to advertise online?
  3. Which digital advertising platform is most suitable?

Strategies Implemented:

• As Freeflo already had a Facebook business page, the business decided to use this platform as the base for their brand awareness campaign.

  The campaign consisted of:

  1. Strengthening their Facebook business page including updating it with relevant company details, services, images and contact information.
  2. Creating and posting 16 value-add page posts with images over a 3 month period that demonstrated their technical capability, skill and experience:
     • On average there were 5 posts per month.
       30% of posts demonstrated actual completed work.
  3. Undertaking a 3 month Facebook advertising brand awareness campaign involving 15 Ads to further boost their presence on Facebook and generate website traffic. The Ads ran daily with targeted audiences. On average, there were 5 Ads running in any month including A/B Testing. The Ads were grouped under the following topics:
     • Emergency Plumbing
       Local Plumber
       Hot Water System Installation
       Water Filter Installation

Results:

• Before the campaign, Freeflo Facebook page had 119 followers.

  After the campaign:

• This Facebook advertising case study results highlight that if used strategically, Facebook is an excellent platform to grow brand awareness not only for page followers but more importantly potential customers. With the short 3 month campaign, we believe the key objectives of increasing Freeflo’s Facebook presence and website traffic were met. Freeflo experienced a 23% increase in contact requests from their website since the campaign ceased. Fast-forward to today, Freeflo’s Facebook page now has 529 followers and growing. That is a whopping 184% growth in page followers since the campaign ended.

Further details of the case study can be found here 

Client Overview:

• ND Transport Services is a family owned tow trucking company based in Newman Western Australia. It provides tow truck, vehicle recovery and transport services to private and commercial customers 700kms around Newman.

Objectives:

• The company operates in outback West Australia close to mining communities.
• The environment is very remote, wide and low demand given the very low population levels.
• The owner was looking to generate brand awareness and increase towing/vehicle recovery leads in a 700kms radius from Newman.
• The client has previously used Google Ads but was not obtaining any leads.
• Valles Digital Marketing was contacted to manage the account and optimise the campaign.
• The existing campaign was the very basic smart campaign.

Strategies Implemented:

• 2 new Search campaigns were created following a detailed keyword analysis.
• The first campaign was based on targeting the 700kms radius from Newman.
• The second campaign was based using geo-located keywords that targeted the ensite state of WA.
• The approach taken was to give the account the best chance of delivering leads from 2 different angle

Results:

Between Jul 2021 and May 2022, the campaigns achieved a total of 74 conversions with a conversion rate of 8.07% and a cost/conversion of $54.73.

Each conversion is valued from $120 and above depending on the type of towing requirement.

Between Jul 2021 and May 2022, the campaigns achieved a total of 74 conversions with a conversion rate of 8.07% and a cost/conversion of $54.73.

Each conversion is valued from $120 and above depending on the type of towing requirement.