OVERVIEW
about
The Agency Movers Hire When ROI Isn’t Optional
Company Overview
Owner Yan Kerefov had just won an award for Boston’s Best Movers, and he saw this as the perfect opportunity to begin growing the business even faster. Yan was happy with his previous Google agency, but performance was stagnant, advertising costs were rising, and competition in the market was at an all-time high. We decided to assess campaign performance and quickly discovered that his marketing budget had been mismanaged for a long time.
Services
Full Funnel Advertising
Google Search & Display Ads
Gmail Ads
Facebook Advertising
Phone Call Tracking
Landing Pages
Conversion Rate Optimization
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
Our Results
(nothing short of stellar)
The numbers speak for themselves
How We Did It
the challenge
Ad Funnel Strategy
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.
- 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.
Objective #1 & 2
New Google Ads Strategy & Facebook Retargeting
- Restructure Google Ads, eliminate wasteful spend, and increase results by aligning budget with profitable service routes.
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.
- 58% Lower Cost-Per-Lead
- 195% More Leads
Objective #3
Converting Traffic Into Leads
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.
- 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%.
- We implemented Call Rail onto Mozart’s website, and began tracking the full value of every click driven to the website.
