LOCAL PEST CONTROL LEAD GENERATION CASE STUDY

How we boosted by 300% the deals closed for a Pest Control Company via Google Ads lead generation

ABOUT THE CLIENT

ZCT – Zucchet is a pest control service provider company serving the Metropolitan City area of Rome and Latina. This family business is renowned for innovative treatments and experience during almost three decades of activities. Their clients are private and businesses, so the locations in which they operate are quite diverse, such as hotels, hospitals, schools, restaurants, cafè, shops, and houses. Also, the services provided include several pests fairly wide: termites, rats, mosquitos, flies, bees, roaches, pigeons, crickets, centipedes, earwigs, sow bugs, and many more unfriendly bugs.

CHALLENGE

The primary goal for ZCT was to scale the volume and the quality of users nurturing the lead generation infrastructure: incoming calls and contact forms via the website. The secondary goal was to establish a tracking system to retrieve the data about the category of services requested and provide an actionable output to support a flexible budget allocation process based on client operational needs.

SOLUTION

Given the wide range of treatments and interventions offered, we conducted a preliminary analysis of competitors and services to enlighten the best opportunity where to tackle the market. Afterward, we set up granular service-focused Google Ads campaigns driving traffic to specific landing pages designed for maximizing the conversion rate of the client’s preferred contact channel: direct calls.

In addition, we set up a Google local service account, eligible only for certain types of businesses, such as pest control service providers. This advertising channel is especially effective for local businesses that get contacts through direct calls.

For the secondary goal, we execute a custom implementation of Google Analytics 4 via Google Tag Manager, the latest version of the most used website analytics tool. It was the perfect fit to collect more powerful audiences for ad campaigns and to organize the user’s demand in categories of interventions based on specific tracking events. Aimed to enhance data visualization and reporting for the client, we built a custom dashboard integrating website analytics data and customer center call statistics.

RESULTS

The primary goal was achieved with an increase of +300% in Conversions, from leads generated to contracts closed. The Conversion Rate increased by +105%, with a Cost-Per-Acquisition lower by -77%. During peak times, the call center struggled to pick up all the incoming calls. The local service ads further increased the volume of leads generated at a CPA 5 times lower than other placements, also generating positive reviews by customers.

For the secondary goal, we provided the client with a simple layout dashboard reporting the level of demand segmented by services and relative budget investment in Google Ads. The actionable data improved the overall decision-making process; the client was able to prioritize the interventions and increase the profitability, allocate the budget according to seasonality and level of demands and improve the operational activities of the staff.

SERVICES

PPC MANAGEMENT: Google Ads
WEB ANALYTICS: Google tag manager implementation, Google Analytics 4 setup, Google Data Studio dashboard

All the guys we spoke to, are prepared, understanding of our needs, and willing to improve performances. Their organization is light, smart, and rational. No wasted time, straight to the goal.

Mattia D. – CEO

Read the full review on Clutch

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MULTI-LOCATION DENTAL PLATFORM CASE STUDY

How we increased the number of bookings by 58% for a multi-location dentist’s chain in just three months

ABOUT THE CLIENT

The client is UK based multi-location dental platform partnering with local dental practices, operating in more than 20 cities and surrounding areas, allowing to book an emergency appointment online in a few clicks.

CHALLENGE

The client has dental practice partners across all major UK cities and, in some cities, more than one partner. This business model required a very granular campaign structure since one of the main challenges was ensuring all appointments were fully booked. Each dental practice had to be treated as a separate product to guarantee continuous business growth.

However, the client had multiple challenges:

– Maximize the number of bookings
– Maintain a certain level of Cost-Per-Lead
– Make sure that all appointments available are booked every day
– Turn off campaigns when there is no more availability

SOLUTION

During the very first week of management, we analyzed all active campaigns and fixed inefficiencies: reviewed bid strategies paused underperforming keywords, and added new, high-performing keywords in all campaigns.

At the same time, we created two types of campaigns for each local dental practice – campaign targeting keywords containing location (e.g., Dentist London) and campaigns targeting keywords without any GEO reference (e.g., Dentist near me).

In the latter case, we leveraged the campaign GEO targeting capabilities that allowed us to intercept people searching for that service even if the city was not included in the user search query. This approach significantly increased the traffic and booking volumes.

Finally, we activated a Dynamic Search Ads campaign which, leveraging historical conversions data, optimized landing pages, and smart bidding capabilities, allowed us to further increase bookings by showing a relevant ad to users living nearby local dental practices.

RESULTS

In the first three months of collaboration, we hit and exceeded all client goals. We generated 2406 bookings bringing more than £96.000 in Revenue which was an increase of 58% compared to the previous period. At the same time, we improved the campaign’s efficiency by decreasing the CPL by 8%.

SERVICES

PPC MANAGEMENT: Search, Dynamic Search Ads

I want to congratulate your team for doing amazing work to get us to the level it is at today. I am glad I made the decision to move to Midsummer Agency, and it’s a decision I have been grateful of making.

Mohammad A. – Owner