Client Success: Driving Brand Awareness and Online Referrals for a Local Wildlife Removal Service

10.28.2022 Sara Brasfield3 min

For most renters and property owners, encounters with dangerous or problematic wildlife are rare. But when these animals find their way onto your property—or even into your home—quick action is required to avoid an incident involving property damage or even an injury to a person.

Yet many people are unprepared for how to handle this urgent situation. In many cases, online search is where those individuals turn, performing frantic search queries to try and find a local business that can quickly visit their property and safely remove wildlife from the premises.

As a result, wildlife removal services companies are dependent on strong search visibility to raise awareness of their services and drive referrals. One local wildlife removal service reached out to Cox Media for help improving their search visibility and using online referrals to generate new business.

The Goal

The local wildlife removal services company understood the importance of building its brand and becoming a top-of-mind provider when local residents required its unique wildlife removal services. The client wanted Cox Media’s help in developing an advertising campaign that could improve its online visibility and strengthen its reputation through educational information catered to its target audience.

The client also wanted to use a digital advertising campaign to generate new and return business, supporting customer retention and growing its local market share and business revenue. With strong search visibility and an ever-growing roster of satisfied customers, the company would be well-positioned to maintain and grow its revenue in the years to come.

The Solution

Based on the central importance of search in helping the client connect with its customers, Cox Media consulted with the company’s local franchise owner and recommended a search engine marketing solution aimed at driving phone call referrals from relevant search queries.

Cox Media’s experts also decided to focus its SEM campaigns on promoting two key services offered by the client: wildlife removal and home seal-ups, which eliminates openings that wildlife

may use to enter a home. At the same time, Cox Media provided the client with insights on how to successfully and cost-effectively promote pest control services to its local audience.

The performance of this campaign was demonstrated to the client through a transparent SEM dashboard, making it easy to monitor campaign spending and performance to better understand the clients’ return on investment. These dashboard insights also paved the way for ongoing campaign optimizations that would further improve performance and increase long-term ROI.

The Results

Over the first two months of the SEM campaign, the wildlife removal services company reported the following results:

  • A total of 417 search ad clicks;
  • Sixty-three phone call referrals from prospective customers.

Based on this early engagement, the local franchise owner asked Cox Media to expand its advertising strategy to include display and streaming video advertising. These new campaigns allowed Cox Media to target ad delivery to specific ZIP codes served by the company, resulting in more than 239 total phone calls. The company also reports an additional 10 corporate clients requiring regular wildlife removal services, generating an extra $285,000 in annual revenue for the franchise.

Based on the stunning performance for this ad campaign, the local franchise’s advertising success story was chosen to present its results to an annual convention filled with more than 500 franchise owners and other key stakeholders.

Even when businesses serve a niche audience, digital advertising makes it easy and affordable to connect with those consumers and cultivate lasting connections. Ready to grow your business through a results-driven digital ad strategy? Contact us today—we’re here to help.

About the Author

Sara Brasfield

Sara is the Content Marketing Manager for Cox Media’s corporate team in Atlanta, with a passion for writing and delivering relevant insights for advertisers. With more than seven years of experience in B2B marketing, Sara aims to help Cox Media’s current and future clients connect with their customers find new and unique ways to grow their business. Outside of the (now virtual!) office, Sara loves spending time running, reading and supporting her favorite teams (Go Braves & Gamecocks!).

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