Google Ads Case Study
Over 95% of consumers go online to find local services and paid search ads occupy 100% of mobile search screens
CRW Flooring Depot is based in Westland, MI and serves the Detroit Metro area with a huge inventory of flooring, cabinet & countertop products including tiles, laminate, wood, stone & more with 4 million square feet of inventory. They are looking for leads through phone calls and form fills and visits to their storefront business. Also increasing their reputation and brand recognition in the area.
The Problem
The flooring market is very competitive in the Detroit Metro area. Not only are there several other small businesses, they have to compete in price, quality and service with major national brands such as Home Depot, Lowes, Floor & Decor, Lumber Liquidators and others. The major brands have that recognition and reputation which will attract most potential customers. The strategy for this campaign is to make their brand stand out from the competition and give customers a reason to shop with a local brand.
The Methodology
Being a retail campaign, the inclination for most people will be to browse inventory and then potentially shop around other websites and stores to find the exact product they are looking for. There were several times where we had to overhaul parts of the campaign to line up with the client’s goals and targets for that particular season. Whether that was to focus on tile or vinyl, wood or porcelain, flooring or cabinets. We made immediate adjustments, updated ad copy, keywords, bid strategies and extensions to line up with those goals.
We also created campaigns targeted at competitor keywords for Home Depot, Lowes and Menards in which we try to draw those customers to visit our site and store. We emphasized using Map Ad extensions where customers could get directions, read reviews, visit the website, or simply become aware of their business which is an extremely powerful tool, especially for local retail businesses with a storefront.
Once the search ads were running, we decided to incorporate Display and Retargeting Ads to further increase brand awareness and remind previous visitors to the website to reconnect with the business. This drives potential customers to their website at a fraction of the price of a Search Ad click.
The Results
In Mid-July ‘21, their sales had doubled! That inclined them to double the budget! Today their budget is triple of their initial starting budget.
Over this time period they ranked 1st overall in impression share above major national brands like Home Depot, Lowes, Floor & Decor & every other competitor. 78% of the time their Ad appeared at the top of the search results page. These results prove our ads are very well targeted which means limited wasted spend, and the clicks and traffic to the site being very relevant.
Their ads have been seen over 1.6 million times with over 22.3k interactions since it’s launch. Our ability to accommodate the client’s requests and constantly update the campaign kept it relevant to their business goals. They’ve had great success and the campaign continues to drive sales to their business.
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