Quality Waterproofing Paid Search Campaign
Quality Waterproofing is a waterproofing, foundation repair, and indoor air quality company serving the St. Louis area for over 60 years. After developing their consumer-facing brand, Stealth revamped their website to help establish their new identity and to generate leads.
Driving Leads on a Limited Budget
Quality Waterproofing was eager to generate prospect leads from their new website to keep their crews busy and to generate steady revenue. The client wanted to start with a small budget and scale up if the ROI was attractive.
Pinpoint for Solutions Now
Within the waterproofing category, the best prospects are those who need a solution now. Stealth recommended a paid search campaign to reach prospects that are actively searching for a solution. To maximize ROI, Stealth recommended a highly-targeted and strategically-prioritized approach.
Geography, Competition, Profit
Stealth crafted a paid search campaign to optimize the following factors:
- Geography - Residences within specific ZIP codes aligned with “ideal" customer demographics, including affluence, age of dwelling, etc.
- Competition - Determining minimum budget needed to compete with more prominently known industry players
- Profit margin by service – Prioritizing “foundation repair” keywords over “crack repair” keywords
Further, Google call tracking was implemented to track phone calls from mobile devices that were associated with the paid search campaign.
Costs Down, Conversions Up
An 8-month paid search campaign generated more than 1,275 site visits and over 151 conversions (phone calls & form fills). Bringing the cost per conversion down to $105 from $350. The client has approved additional budget to expand the campaign.
“We are ramping up staffing to meet demand.”
- Ben Stegmann, Quality Waterproofing