Ike’s Carter Pools
Challenge
For the past 70 years, Ike’s Carter Pools relied on its reputation and referrals to grow its business. As the market became saturated with competitors of all sizes, the company realized it was necessary to adjust its marketing strategy. After trying different digital agencies to no avail, ownership asked Simply180 to help. The analysis of Ike’s previous agencies’ pay-per-click campaign revealed several mistakes including: Bidding on irrelevant keywords Not building a negative keyword database A lack of testing on ads and landing page content We new we could fix this but we needed to earn the trust of a client that was skeptical and anxious to see a real return-on-ad-spend (ROAS).
Solution
Researched and identified gaps in competitor bidding strategies Organized ad groups according to the client’s business goals Wrote new text ads differentiating the brand in a saturated market Designed and developed conversion-focused landing pages Designed and managed geo-targeted Facebook and Instagram campaigns Integrated a call tracking system revealing the keywords that drive calls Closed the loop to deliver true campaign attribution
Results
Within 90-days of launching the new PPC campaign, Ike’s experienced the highest grossing months in the company’s 70-year history. We demonstrated the lead-generating power of digital advertising and earned the client’s trust by: Increasing the monthly average of nine qualified leads per month to 32 Decreasing the average cost-per-lead by 52%
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