EverLine Coatings & Services (Southeast Region Franchisee) Case Study
This southeast region franchisee quoted 38 of 42 quality paid leads, highlighting the importance of garnering QUALITY leads.
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, maintenance and repair services in both the United States and Canada.
Marketing Challenges
- New franchisee with no SEO history
- Needed to fill sales pipeline
- Needed to supplement traditional marketing efforts with digital opportunities
Solutions
To achieve these objectives, the following strategies were implemented:
- Higher PPC Budget: An increased budget for PPC campaigns was allocated, totaling $23,335 directly spent on platforms like Google, Bing, and Facebook. This budget was strategically focused on line striping services, which were emphasized throughout the year.
- Expanded SEO Program: A comprehensive SEO strategy was developed, aimed at improving organic search visibility. This included on-page optimization, content creation, and backlink strategies, which resulted in an additional $45,300 in trackable quotes from organic leads.
- Sales Team Optimization: The sales team was trained to effectively handle the influx of leads from both PPC and SEO channels. They were equipped with tools and data from HubSpot to track conversions and quotes.
- Performance Monitoring: Continuous analysis of PPC campaign performance was conducted to ensure optimal allocation of budget and strategy adjustments as necessary. A/B testing of ad copy and targeting strategies was regularly performed to enhance effectiveness.
Key Focus Points
The primary objective for our client was to significantly increase lead generation and overall revenue through a combined strategy of Pay-Per-Click (PPC) advertising and search engine optimization (SEO). Specifically, the goals included:
- Maximize Return on Investment (ROI) from PPC campaigns.
- Enhance overall visibility and lead generation through SEO efforts.
- Achieve a higher conversion rate from both PPC and organic leads.
- Utilize an effective sales team to convert leads into substantial quotes and sales.
Outcomes
The implementation of these strategies resulted in impressive outcomes for the client:
Substantial ROI
The total known quoted value from PPC leads reached $309,312. With a PPC ad spend of $23,335, the calculated ROI was an astounding 1326%, yielding $13 for every $1 spent. When factoring in the total program fees, the ROI remained strong at 1028% ($10 for every $1 spent).
Lead Generation Success
Out of a total of 42 webform leads from paid ads, 38 were quoted, demonstrating a high interest and relevance among leads generated. The highest quote received was $80,000, while the lowest was $500.
Increased Call Volume
In addition to webform leads, the client received 71 calls from PPC efforts, further diversifying the lead generation channels.
Conversion Rates
While the overall conversion rate for the latter half of the year was 6.86% (compared to a USA average of 17.8%), the sales team’s training and utilization of HubSpot led to improved tracking and engagement with leads.
Sustained Advertising
Ads were run consistently for 11 out of 12 months, maintaining a steady average budget of $2,900 monthly. This consistency contributed to brand visibility and lead retention over time.
