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The Deck & Fence Company Partners with HawkSEM to Improve Lead Quality & Volume Through Targeted PPC Campaigns
FULL-SERVICE DECK, FENCE, AND PATIO INSTALLATION COMPANY
About The Deck & Fence Company
The Deck & Fence Company provides full-service installation of custom-built decks, fences, and patios throughout Maryland. The team offers a personalized level of service, specialized craftsmanship, and upfront pricing to make the realization of your outdoor project seamless and successful. Customers work directly with one of D&FC’s design consultants from start to finish, along with an in-house project manager who keeps you updated and ensures your project stays on track.
The Goal
The Deck & Fence Company was looking to improve its lead quality as well as lead volume through strategic paid search campaigns.
The Challenge
The Deck & Fence Company’s Google Ads account structure wasn’t where it needed to be – thus, performance was poor.
The Result
The Solution
After creating new campaigns and ad groups that outperformed their top-performing assets, we switched entirely to Hawk-made assets. Keyword maintenance was necessary immediately so that we could restructure campaigns by search intent. Lastly, we worked to collect enough data points that the transition to tCPA was possible.
We refined keywords down to purchase intent and divided them by campaigns to avoid cannibalizing other campaigns within the account.
We created a competitor campaign to capitalize on the top-of-funnel brand-building ad spend of competitors. By creating a bottom-funnel asset to capture branded search intent for competitors, we funneled traffic that we otherwise wouldn’t have collected. This campaign continues to maintain competitive CPAs.
We moved to targetCPA for all campaigns after we had collected enough conversion data points, which allowed us to reduce the overall CPA for the entire account.
The Impact
As of fall 2024, conversions were up more than 523% year-over-year, conversion rates have improved by more than 433%, and the const/conversion has been reduced by over 85%.
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