Lower Cost Per Lead
"One of our biggest challenges was finding an agency that understands our market well enough to help us compete. We now have great local coverage in our campaigns, and our interstate business is much stronger than it used to be. We get great reporting, and my business has seen tremendous growth over the past three years. I’m handling many calls a day, it’s a good problem to have."
Yan Kerefov, Owner, Mozart Moving
Ad Funnel Strategy
Moving is a hyper-competitive industry in Boston. Advertising costs are sky high, there’s a student population that favors low pricing and last minute booking. Seasonality causes big swings in business, and Yelp is packed with dozens of competitors, each with hundreds of 5-star reviews.
Mozart understood that none of their competitors were advertising on Facebook, which presented a big opportunity for growth, by reaching audiences before they began their search for a moving company.
We implemented a hyper-targeted ad strategy, enhanced lead tracking, and professional campaign management on Facebook & Google.
Advanced Google & Facebook Leads Funnel
Rebuild all campaigns, and implement a top/middle/bottom of funnel with clear targeting, messaging, and creative. Segment campaigns by age, gender, demographic, platform, geography, and ad placement. Segment retargeting by 7/14/28 day audiences for tailored messaging.
Audience Segmentation & Hyper-Local Targeting
Deliver specific ads and messaging based on traffic temperature. Cold traffic must be treated differently than warm traffic in order to convert leads at a high rate.
How We Did It
Objective #1 - New Google Ads Strategy
Restructure Google Ads, eliminate wasteful spend, and increase results by aligning budget with profitable service routes.
We implemented a modern campaign framework that allowed for precise geo-targeting, advanced bid management, and full control over our positioning in the market.
Objective #2 - Launch Facebook Retargeting
Mozart’s ideal customers plan ahead before booking. They begin by visiting Google to perform preliminary research…but most aren’t ready to fill out a form just yet. Trust needs to be established, and the best way to do this is through retargeting.
Results (First 60 Days)
58% Lower Cost-Per-Lead
195% More Leads
Converting Traffic Into Leads
Objective #3 - Website Conversion & Tracking
After our first full season running campaigns, we began building out more robust conversion tracking, while optimizing Mozart’s website to offer more opportunities for visitors to convert.
Over the next 3-6 months, we further increased leads by 200%, while maintaining an 87% lower cost-per-lead.
Track Website Micro Conversions
By tracking micro conversions across Mozart's website, we were able to feed more conversion data into Google. More tracked conversions let us take advantage of the algorithm to target exactly the right customer, paired with the perfect bid...driving lead costs way down.
Automated Bid Management
More tracked conversions enabled us to leverage the algorithm to target the right customer, and pair it with the perfect bid...driving lead costs down by 700%.
Enhanced Call Tracking
We implemented Call Rail onto Mozart's website, and began tracking the full value of every click driven to the website.
We helped Mozart develop ad creative for social, display, website lead capture, as well as strategic landing pages in order to send targeted traffic to pages tailored to highly profitable long-distance destinations.