This is a story of how a home improvement company, grappling with high lead acquisition costs, unlocked the full potential of digital channels and revolutionized its marketing landscape.
Through a well-crafted strategy, the company harnessed the power of Facebook and Google Ads, resulting in a 48% increase in leads, a 19% boost in website traffic, and an astounding 168% rise in conversion rates. Read on to discover the innovative tactics, tests, and optimizations that transformed their digital presence and brought about significant cost reductions in this highly competitive industry.
BJ’s Home Improvement, a company offering various home improvement products and services, was grappling with high lead acquisition costs through in-store promotions. Their digital marketing program only contributed to a meager 3% of total leads. They needed a new marketing strategy to harness the full potential of digital channels, and that’s where Dizzain stepped in.
Many service lines distributed over many geographies
Conversion potential of the landing pages
The performance difference between Facebook and Google Ads
Our mission was to generate leads through the website and digital platforms at a lower cost than in-store leads, focusing on Facebook and Google as the primary channels for targeting the desired audience.
Navigating the fiercely competitive home improvement space, we knew we faced potentially high CPA (Cost per Acquisition) and impression share struggles. We turned to Facebook campaigns, a more cost-effective alternative to Google Ads, and witnessed a staggering 50-fold increase in leads.
To optimize the campaign, we performed tests to identify the best-selling propositions, ad creatives, and high-performing ads. We also segmented campaigns by state and experimented with various ad formats and campaign types (look-a-like, remarketing, etc.).
With services spread across 12,880 zip codes, we needed to create ads for each zip code with different services available, adapting to the frequently changing service/zip code availability mix.
Realizing the UX issues on the PPC (Pay-per-Click) landing pages, we revamped them by simplifying the form, adding features and benefits sections, showcasing IME projects, and introducing a review section. These changes boosted conversions and decreased CPL (Cost per Lead) by 22% and the bounce rate by 29%.
The Performance Boost
The striking difference between Facebook and Google Ads performance led us to focus on Google’s lower-competition campaign types with lower CPA. Concentrating on Discovery and Display remarketing campaigns, we managed to decrease the average cost per lead by three times compared to search campaigns.
Some strategies we implemented to improve performance included:
Using portfolio bid strategies to set up limit CPC (Cost per Click)
Testing ads to find the best combinations, boosting CTR (Click-through Rate)
Turning off Google search partners network due to low performance
Gathering extensive lists of negative keywords
Targeting audiences in search campaigns
By leveraging Dizzain’s expertise and innovative approach, BJ’s Home Improvement witnessed a marketing revolution.
They experienced an exponential increase in leads generated through digital channels, a decrease in lead acquisition costs, and an overall performance boost.