EverLine Coatings & Services (Southeast Region Franchisee) Case Study

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

• High Competition: Operating in a crowded market made it difficult to stand out.
• Cost Management: Balancing ad spend with return on investment was critical.
• Conversion Rates: Achieving conversion rates above industry averages was challenging.
• No SEO History: This client was a new franchisee with no web presence or SEO data to rank well.

Solutions

To achieve these objectives, the following strategies were implemented:

1. Strategic PPC Campaigns

• Implementation: Launched highly targeted campaigns with a clear emphasis on high-converting keywords to attract relevant traffic.
• Budget Optimization: Invested $7,910 in PPC, leading to impressive outcomes, including:
  • Total PPC Quoted Value: $29,474, reflecting the effectiveness of the campaigns.
  • Cost per Lead (CPL): Achieved a CPL of $176, notably below the national average of $182.

2. Comprehensive ROI Analysis

• PPC ROI Calculation:
  • Without Program Fees: Achieved a remarkable 373% ROI, translating to $4 returned for every $1 spent on advertising.
  • With Program Fees: The adjusted ROI stood at 264%, equating to $3 returned for every $1 invested.

3. Enhanced SEO Strategies

• Organic Lead Generation: Successfully generated an additional $43,200 from quotes driven by SEO efforts, showcasing the value of organic visibility.
• Brand Visibility: Focused on improving search engine rankings and overall brand awareness, which reinforced the franchisee’s presence in the marketplace and supported ongoing lead generation efforts.