EverLine Coatings & Services (Ontario Franchisee) Case Study
This Ontario region franchisee focuses on asphalt paving and earned an astounding $39 for every $1 spent on paid digital ads.
EverLine Coatings & Services keeps parking lot pavement safe and appealing so you get the maximum value from your property year after year. They provide premier parking lot striping, asphalt paving, maintenance and repair services in both the United States and Canada.
Marketing Challenges
- High Competition
- Cost Management
- Lead Quality
Solutions
1. Optimized PPC Campaigns
- Targeted Advertising: Launched PPC campaigns with a strong focus on high-performing keywords to reach relevant audiences effectively.
- Budget Allocation: Invested $4,395 in PPC ads, which resulted in:
- Total PPC Quoted Value: $171,971.
- Cost per Lead (CPL): Averaged $43, significantly below the Canadian average of $110.
2. Comprehensive ROI Analysis
- Impressive ROI Metrics:
- 3913% ROI: For every dollar spent on PPC, the company earned $39 in quoted value, showcasing the effectiveness of the campaigns.
- Adjusted ROI: Including $2,964 in PPC program fees, the ROI remained robust at 2337%, translating to $23 returned for every dollar spent.
3. Enhanced SEO Strategies
- Organic Lead Generation: Secured an additional $37,200 in trackable quote values from SEO efforts, demonstrating the effectiveness of a comprehensive digital marketing strategy.
Key Focus Points
- PPC Campaign Management: Focused on optimizing PPC ads across platforms such as Google, Bing, and Facebook.
- Lead Generation Efficiency: Aimed to minimize cost per lead while maximizing the quality and value of leads generated.
- SEO Integration: Enhanced organic search visibility to complement PPC campaigns and drive additional leads.
Outcomes
The implementation of these strategies resulted in impressive outcomes for the client:
Impressive ROI
The PPC campaign achieved a remarkable 3913% return on investment, meaning for every $1 spent on PPC ads ($4395), the company earned $39 in quoted value ($171,971).
Efficient Cost per Lead (CPL)
The cost per lead for the PPC campaign averaged $43, which is significantly lower than the 2023 Canadian average of $110 per lead. This indicates efficient lead generation at a lower cost.
High Quote Value
The highest quote received from the PPC leads was $92,933, indicating that some of the leads had substantial potential value.
Additional Revenue from SEO Organic Leads
In addition to the PPC leads, the company received an extra $37,200 in trackable quote values from SEO organic leads, highlighting the overall success of their digital marketing efforts
