A new and improved website and marketing strategy for a plumber and drainage specialist
A Newcomer in a Competitive Industry
At the beginning of 2020, a new drainage specialist came to us wanting a new website and online marketing strategy. Together, we decided to start both SEO and online advertising He wanted to focus mainly on East- and West-Flanders, and Flemish Brabant, so we decided to combine our tried and tested SEO methods with additional local SEO. Because this business was relatively new, and was nearly invisible in search engines, we identified Google Ads as the best course of action for quick results.
The Challenge
Competition for urgent services is extremely fierce. Click prices of over €10 are neither rare nor unusual. And what’s more, most Belgian urgent services are also confronted with fraudulent competitors and automated bot clicks.
Our main goal was to keep click prices low while still meeting conversion goals. Instead of using more general keywords, like ‘drainage specialist’ we decided to focus on keywords with high conversion rates but low search volume. With this strategy, we succeeded in keeping CPC low right from the start of our project, and avoided being noticed by fraudulent competitors. As an extra precaution, we installed ClickCease, a third-party tool that blocks automated bot clicks. ClickCease even gives you the right data to make a claim for restitution in Google Ads and get compensated for the clicks you lost to bots.
The Synergy of Website, SEO, and SEA
Because of the fact that we manage this client’s website, and SEO and SEA strategies, we are able to make relevant landing pages for the advertisements, get more visitors to the website and create optimal user experience or these visitors. By tailoring your website, SEO, and SEA to each other, you’ll need fewer visitors to generate a hot lead.
Remarkable Results
In the first phase of the project, we successfully raised the advertisements’ average views to 56%, which we then raised even further to 80% in subsequent months. The conversion rate was 12,69%, or 1 in 8, which led 1770 converting visitors to the website through advertising alone.
Do You Want Maximum Visibility?
Are you no longer satisfied with your website’s performance? Do your ads not reach the right people? Have you not yet reached the top of SERPs for relevant keywords?
If the answer to any of those questions is ‘yes’, it’s time to bring in an expert. Get in touch today to discuss how we can help build your online visibility.
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