Veterans Movers were faced with some fierce competition in a very crowded market in NYC. The biggest issue they faced was not knowing what it cost them to acquire a customer. they were spending money, but were not tracking leads and calls.
They were bidding on many generic and broad terms within their existing campaign. The account lacked negative keywords and their ads had no calls to action. The CPC was high due to bidding on very broad terms such as “move”.
We researched their market, their competitors and leveraged their uniqueness. Employing veterans separated them from other moving companies and I used that in the ads.
We of course set up conversion and call tracking (on the site). I was careful with the key-terms and populated the account with negative terms in order to avoid irrelevant searches. I continued to add negative keywords as I came across them to help improve the overall CPA. I was able to drive in 90 leads at a cost of $27 per lead with a conversion rate of 44.12%!