Potty Pros
Challenge
A Portable Toilet Rental Company With Operations Throughout Pennsylvania, New Jersey, and New York. A REAL DAVID VS. GOLIATH STORY Potty Pros is a portable toilet rental company with locations throughout New Jersey, New York, and Pennsylvania. The Portable toilet rental business serves customers ranging from golf courses and construction sites to concerts and backyard BBQs. It is a seasonal business with peak demand during the summer. At any given time, the company could have over 5,000 units scattered throughout their service areas. The company was already investing in digital marketing and search advertising but wanted to scale lead generation for the upcoming busy season. Potty Pros competes in an industry dominated by mergers and acquisitions. Private Equity Firms and Holding Companies gobble up small providers and consolidate them under national brands with robust marketing budgets that allow them to appear to everyone online. On the other hand, Potty Pros had a limited online presence. They needed to be visible in hyper-local search results across all major-metros and suburban areas in their three-state market. A real David vs. Goliath story.
Solution
We began by collecting all the necessary information to analyze the client’s past performance on paid search advertising and organic search (breaking down the organic search into hyper-local, regional, and statewide location-based search queries). We then conducted an audit of the client’s Google Ads account, uncovering improper conversion tracking setups, unoptimized campaigns, and irrelevant search queries. It turns out the client spent roughly 50% of its ad budget on unrelated search queries. We wrote rules and created negative keyword lists to remove irrelevant search terms from triggering ads. Since the client did not have conversion tracking setup, there was no performance data available from previous advertising campaigns. To solve this problem, we created custom filters and audience segments inside of Google Analytics to uncover previous conversions and lead submissions. Ultimately, we were able to correlate Google Analytics data to Google Ads Data to determine past performance metrics, including cost per lead, return on ad spend, and which keywords were resulting in the higher number of leads. We identified specific keyword modifiers that signified a higher probability of users becoming leads.
Results
After making optimizations to the ad account, we were able to reduce the client’s cost per phone call lead by 86.34% (based on a comparison of the same four-month period the year prior). Over a three-month performance in the peak period of summer, we increased lead volume while averaging a conversion rate of 23.81% on paid ads. The client also hired us to make an impact on organic search. By implementing traditional SEO tactics, adding local content, and by integrating the pages with local Google My Business profiles we created, we achieved our organic search goals in over 70% of the metro areas in just three months. We also leveraged a proprietary local marketing tool called “ZipPromoter” (owned by Cam Myers & Partners) to create hyper-local business listings profiles. Using our software, we created business profiles across 75 channels (including Yelp, Foursquare, Yellow pages, Facebook, Google My Business, Bing, and more) for every service area. Resulting in a digital presence that included over 2,000 unique business profile pages appearing in local and “near me” search results. The final results were a staggering 1,134% increase in organic search traffic and over 1,200 new phone calls generated as a direct result in just three months – all while the client was reporting high lead quality and closing rates.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.