Client Success: Increasing Website Traffic for a Local Outdoor Services Business

In an effort to avoid the added costs that come with handing their digital ad campaigns over to a trusted advertising partner, one local home/outdoor services business decided to end their relationship with their PPC (pay-per-click) campaign manager and instead handle those campaigns in-house.

In this case, the business hoped  to replicate the success they saw with their PPC campaigns when developed and managed by our team of advertising experts. Unfortunately for that business, those past results didn’t translate into future success.

The business ultimately returned to Cox Media to resume their PPC relationship and get back to driving positive ROI for their advertising efforts.

The Goal

Our home/outdoor services client wanted to leverage PPC campaigns to increase brand awareness and traffic to their website. The client also wanted a PPC ad strategy that accounted for seasonal ebbs and flows in demand for their business, focusing their best resources on advertising during the busy summer season.

As a home services business specializing in the installation of outdoor misting systems to offer cooling relief during hot summer days, the client also wanted their advertising to build product awareness within their local market. As a result, ad campaigns needed to demonstrate the value, appeal and functionality of the client’s product to a consumer base largely unfamiliar with misting systems.

The Campaign

After consulting with the client and assessing the company’s needs, Cox Media implemented a PPC campaign targeted to local consumers searching for DIY misting systems and misting system install services online.

To further support the client’s goals of building brand and product awareness, our experts also recommended and implemented a local cable TV campaign aimed at building awareness of both the unique product offering, as well as the brand providing this solution. We also recommended website improvements to improve the client’s ability to turn website referrals into sales leads, strengthening their conversion funnel.

The Results

Through these efforts, our home/outdoor services client saw significant gains in performance, including:

• A 1,411 percent increase in paid search traffic;
• A 573 percent increase in overall direct traffic—likely driven by PPC as well as TV advertising;
• A 553 percent increase in organic search traffic, likely due to increased brand awareness for the company.

On the heels of this strong performance, our home/outdoor services client returned to us to lead their PPC campaigns the following year—and also added linear ad campaigns to build upon their success.

Looking to build your brand and promote your products or services to your local market? Cox Media can help you build an advertising strategy that targets the right audience through the right ad channels, maximizing your return on investment. Contact us today to get started.