From capturing market share to driving high-quality leads, there are so many reasons to take advantage of advertising on popular channels, like Google.

Ove the past few years, many small business owners have pulled back on advertising. The recession combined with social distancing and the pandemic have made it difficult for many small business owners to keep investing in advertising. And, the prospect of another looming recession hasn’t helped.

However, recession or not, advertising is a powerful tool that can help to drive results for a small business quickly.

Some stats you should know:

• Online ads can increase brand awareness by up to 80% (WebFX)
• Google Ads reach a network of more than 2 million websites and applications (Valve+Meter)
• 79% of marketers say PPC (pay-per-click advertising) is hugely beneficial (PPC Protect)
• The Google Display Network reaches 90% of online consumers (WebFX)
• 70% of mobile converters call a local business directly through Google Ads (KlientBoost)

Driving success through strategic advertising campaigns

A lot of small businesses pulled back their advertising budgets during the pandemic, but one plumber learned just how effective keeping their foot on the gas can be.

In 2020, this plumber was able to drive a whopping 1,213 total leads through multiple strategic advertising campaigns.

With a $70,092.81 investment in Google ads, this plumber was able to drive 462 conversions at an average cost per conversion of $149.66.

 

 

Additionally, they were able to drive 751 leads by investing $23,632.00 in Local Service Ads, where they saw an average cost per conversion of just $31.47.

 

 

How did they do it?

This plumber was able to drive so many leads and conversions by sticking with two effective Google ad campaigns, one centered around the brand and one for the keyword, “plumbing.”

These two campaigns drove anywhere from 30 to 60 plumber leads a month with an average cost per conversion between $100 and $140.

Brand:

 

 

Plumbing:

 

 

This plumber found success by sticking with advertising campaigns that work for their business and diversifying their efforts.

Here’s what their Marketing Success Manager had to say about their success,

“Our strategy is not simply putting all our marketing dollars into one basket but testing different lead avenues to connect with potential customers in different ways, resulting in more business for our client.”

Conclusion

Investing in advertising can often feel like a leap of faith for a small business, especially if you don’t have an endless budget at your disposal. But, the right advertising campaigns can drive high-quality plumber leads to your business, even during times of economic downturn.

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Account M16493

Screenshots taken 3/24/21

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.

Originally published on 3/15/21