House of Fine Carpentry (HOFC) is a high-end carpentry shop that designs and builds custom cabinets, columns, trim, wainscoting and more on Industrial Road in Ottawa. Paul St-Germain and his team work with clients to make their dreams a reality. HOFC has been generating online leads for years with moderate success.
Paul was looking to get a better understanding of how his lead generation budget was being spent. He had been spending lots of money on generating online leads through Google AdWords and by advertising in local magazines but he wasn’t sure how effective these lead generation tactics were.
The first thing we did was set up goals in Google Analytics so that we could tell how many online leads his old strategy was generating. Once the necessary tracking was in place, we made some updates to his website and we optimized his Google AdWords account. Then we launched remarketing campaigns in Google AdWords and on Facebook that generate online leads from unconverted traffic. We also loaded his customer list into Facebook and targeted ads about his custom cabinet division CABIFY.
In the span of a few months, we were able to increase lead generation by 20%; more importantly, we were able to increase his conversion rate by over 180%, meaning we were able to better convert interest into leads. We were able to increase his pay-per-click conversions by over 200%, conversion rate by over 300%, while decreasing his cost per conversion by over 80%. Also, houseofinecarpentry.com is now generating 40% more online leads from organic search.
What can you learn from this success?
The most important part of lead generation is measuring results. It’s not overly hard to start tracking goals in Google Analytics. At a basic level, set visits to your contact us page as a conversion so you can start seeing where your leads might be coming from.
Pay-per-click advertising through Google AdWords is great for generating leads online but you have monitor and adjust your account on a weekly or bi-weekly basis at a minimum. If you can’t do it yourself, then you need to have somebody who is familiar with AdWords do it for you.
Remarketing campaigns are an effective and low cost way to generate more leads from your existing marketing efforts because you are targeting people that have already shown some level of interest in your products, services or brand.
Interested in learning more this campaign or how you can get similar results for yourself?