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£72k In Booked Loft Insulation Jobs

In 8 Months From Google Ads

£5.2k spent on Google Ads to generate a £72k return

About The Client
The Insulation Team is a loft insulation company based in the West Midlands. They specialise in rock mineral wool insulation installations for both lofts and under flooring.
 
 
Industry
Insulation
 
 
Services Provided
Google Ads management

Key Challenges

Challenge 1: Basic Website

A Google Ads campaign is only as good as the page you are sending the traffic to. Before building any Google Ads campaigns, we carried out an audit of The Insulation Team’s website to understand whether it had the right information to convert paid traffic into new job enquiries.

While their website was simple and clear in the service it provides, it lacked a lot of key elements:

  • Professional design / production value
  • Well placed social proof & testimonials
  • Clear value proposition (e.g. free survey & quote)
  • Unique selling propositions
  • Inspiring call to actions to encourage calls

Challenge 2: Lack Of Demand During Summer

Loft insulation is a seasonal service that peaks in winter and dips in summer. We launched the campaign in the middle of summer which meant there was less overall demand.

Clicks were harder to come by and the cost per click was higher than average with all the local companies bidding highly to show up in the top positions.

Strategy

High converting landing page

The landing page was designed using the following structure:

  1. Hero section with quote form
  2. General overview of services
  3. 3 steps to getting started
  4. Customer reviews
  5. Reasons to invest in loft insulation
  6. Areas covered
  7. Final call to action banner

Single campaign to combat low traffic

Normally we create a campaign for each target area e.g. Birmingham, Wolverhampton, Coventry etc… however with demand being lower and clicks harder to come by we opted to create one single campaign using a 20 mile radius. The benefit of using the single campaign allowed us to collect more data across one campaign and it’s Ad Groups and keywords, meaning we could what was working faster.

Intent based Ad Groups & keywords

To prevent The Insulation Team’s Ads for showing up for irrelevant searches unlikely to convert into enquiries, we only chose to target keywords which had “commercial intent”. This is a keyword search with a clear intent of someone looking for a professional to help them.

These keywords containing words such as “service”, “company” and “contractor”. This simple addition helped qualify the intent of the users search as someone looking for an insulation professional to help them.

Campaigns were broken down into 3 different Ad groups; Intent, locations and Near Me. This allowed us to target the high volume “near me” keywords and pick up traffic for all the different location keywords as well.

The Results

In 8 months we were able to generate over £72k in new booked insulation jobs, maintaining a cost per lead of under £25.

  • 224 new enquiries in 8 months
  • £72,956 revenue generated
  • £110,275 quoted
  • 79% of leads marked as quotable
  • £23.48 cost per lead
  • 20.11% campaign conversion rate