£150 Profit Per Customer Earned
Generated £3.2 For Every £150 Invested
37-40 Leads Generated In A Month
Controlling running costs while simultaneously attempting to increase sales income is a difficult task that small businesses frequently encounter. Getting the most value for one’s marketing dollar is essential and a high-priority issue for any business owner. While well-planned, well-executed marketing campaigns can undoubtedly aid in enhancing a company’s top line.
In order to advance its initial customer acquisition drive, one of these businesses used Pay-Per-Click (PPC) Ads for its marketing effort. With a small marketing budget, the company sought to get the most bang for its buck.
The decision to choose a marketing agency to build an online presence and get the best out of Search Engine Marketing more than paid off the investment. Achieving low cost per acquisition for every customer helped leverage the sales within the budget constraints.
As a result of a strong sales pipeline and operational efficiency, the business was able to break even after 6 months from its inception.
Industry Segment: Cleaning & Maintenance Services
The Cleaning Services Company is a newly established business that provides cleaning & maintenance services to homes, offices, facilities, and commercial establishments. They offer a detailed service with affordable rates, flexible schedules, experienced staff, and quality work.
Key Challenges Faced
The Cleaning Services Company is a new entrant in the cleaning industry. Its small team of employees tends to manage multiple sectors, including service delivery, a team of cleaners, and looking after sales.
In order to sustain a regular flow of new orders and continue generating revenue as a start-up, the primary objective was to attract some early clients quickly. Also, they had limited resources to spend on sales & marketing in order to address the above requirements.
Solution To The Problem
The Company chose online marketing over other options, such as Flyer Distribution, Telemarketing, etc., to reach out to potential customers. We built its business website and brought online visibility to its services.
Working On Adwords
When it comes to AdWords, there are a lot of moving parts. You have to choose the right keywords to bid on, then you have to make sure that your ads are optimized for those keywords, and finally, you have to set up an ad schedule that will attract the most clicks.
We formulated an Adwords strategy with long-tailed keyword terms targeting search queries in the Customer’s niche. It bid for these keywords moderately but ensured a high-Quality Score for the Ads, stretching the given budget for maximum response. The Ad Scheduling, Keyword match criteria, and Ad Copy were tweaked on a weekly basis to maximize Click Through Rates (also known as CTR, defined as the number of clicks that your ad receives divided by the number of times your ad is shown).
List Of Keywords We Found Using Google Keyword Planner
Campaign Results
We kept optimizing our ads, targeted audience, landing pages, and bids to keep the Quality Score at its best. But we did not modify much as the campaigns go back to the learning phase, which can delay the results.
Let’s check the effectiveness of the campaign; the metrics of the initial months of the campaign are given below-
Daily Budget (Based on monthly Average):- £14
Number of Ad Clicks:- 457
Number of Leads Generated (From Online Form, direct email & Calls):- 37-40
Number of Customers Closed:- 7-8
Profit per Customer (Based on Monthly Average):- £150
Note: Conversions shown in Adwords Report only track Leads captured through the online form. The total number of leads (which ranges from 37-40) is a sum of Online Forms, Direct Emails, and Phone Calls received.
To calculate the Return On Investment (ROI) obtained for the PPC Marketing spend –
Note: This calculation does not include the agency fees that may be incurred for the setup or management of the Adwords Account.
Campaign Progress
CONCLUSION
The PPC Campaigns helped the cleaning service companies gain the required number of customers in the initial stage of their business. Our PPC marketing strategy proved to be fruitful for leveraging the company’s sales. Going forward, it plans to capitalize on SEO & PPC both to fuel future growth.
For start-ups and small businesses, Direct Marketing can do wonders in attracting potential customers, generating valuable leads for the business, and, most importantly, brand awareness. With the right amount of effort and moderate investment, one can generate huge revenue and create a customer base.
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