CFR Level Up Lead Quality & Quantity Using SEO & Paid Ads
Services: SEO, Paid Ads, Web Design
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Increase in Website Traffic
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Increase in Conversions
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Return on Investment
About Concrete Floor Renovations
Concrete Floor Renovations is a residential, commercial and industrial concrete and epoxy flooring company in Melbourne. Established in 2003, the business is backed by owner Dominic Kinsella’s 20+ years in the construction and flooring industry, known for their outstanding quality work. In 2022, they reached out to Digital Surfer on their pursuit of growing their business and improving their marketing efficiency and continue to work with us into 2024 and beyond.
Client Goals
Digital Surfer’s partnership with Concrete Floor Renovations has spanned more than 2 years, with their campaign changing to suit their needs and goals. In the first year, this was improving lead quality and quantity, especially for commercial and industrial clientele. Moving into 2023 and 2024, our goal was to further improve our results, increasing the performance of both organic search engine optimisation and paid ads campaigns.
Our SEO & Paid Ads Strategy
2022–2023
Before we focused on increasing the quantity of leads Concrete Floor Renovations received, we first addressed better qualifying their leads to reduce their administrative time and overheads. This would involve requesting more detailed information on forms from prospoective clients. We also implemented advanced call tracking software to allow the business to call back leads they missed due to being on a job, even when no message was left.
With better lead processes in place, we then moved onto their organic search engine optimisation campaign, and a comprehensive Search and Performance Max Google Ads campaign. A big part of this was building out content targeting both demographics (such as commercial and industrial clients), as well as by location, targeting pain points for these groups. Our ads campaign would also niche down to target people in their ideal demographic, as well as previous website visitors to help further increase leads and lower cost per conversion for the business.
2023 – 2024
Following the on-going success of Concrete Floor Renovation’s organic and paid campaigns the year prior, we would expand on initial campaigns to further increase results. With our industrial and commercial target audience being effectively targeted with core pages and ads, we refined our content strategy to include hyper-specific pages and blogs, also further refining the ads campaign.
We would also continually be running website audits to ensure the website’s remained in peak performance. This would be crutial with the number of Google Core Updates that would be rolled out in 2024.
Our Strategy & Direction
Campaign Results
The Results
2022 – 2023 Results
Between 2022 and 2023, Concrete Floor Renovations saw an impressive increase in lead quantity and quality. These results included:
- A 220% increase in overall website traffic, demonstrating a growth in both their organic and paid visibility.
- A 200% increase in organic traffic, a testament to the strength of their organic campaign.
- A conversion rate of 6.42% and 37 conversions with only a $2,100.41 ad spend into paid Search ads.
- A 2.45% conversion rate with a massive 513 conversions from their Performance Max Campaign, with only a $4214.80 ad spend.
The business’s cost per click per campaign ranged from just $0.50 to $3.65, while increasing their pre-qualified conversions from their ideal commercial and industrial target market. With a combined SEO and paid ads digital marketing strategy, we were able to help the business not only increase their leads, but the quality of their conversions to save them time and make them more money.
2023 – 2024 Results
Concrete Floor Renovations continued to see significant growth in our second year of managing their digital marketing, including:
- 270% increase in overall traffic, with a 399% increase in organic traffic.
- 38% increase in total conversions (51 in August 2024 alone).
- 96% increase in tracked phone calls.
- 95% increase in conversions year-on-year.
The business contributes 80% of his business to the work of our team at Digital Surfer, with a more than 3,000% return on investment.
With Digital Surfer
At Digital Surfer, we don’t just bring you more enquiries. We ensure those leads are the right kind to help you level up your business.
If you’re ready to transform your business and reach your goals, it’s time we had a chat. Our Melbourne digital marketing team will customise a campaign to help you increase your incoming business and how much each lead is costing you. Leave your details and we’ll get back to you soon, or give us a call.