Laser Electric
- Industry: Services, Trades
The Challenge
When we took over Laser Electric’s search account, it featured a single campaign targeting broad keywords and one conversion goal, but its structure failed to attract transactional users and often competed with major retailers for product-related searches. Traffic was funneled to the homepage, weakening user engagement and conversions.
Our Response
- Brand Campaign Implementation: Based on the franchise model, we introduced a brand campaign targeting “Laser Electric” search queries. This captured high-intent users, significantly improving conversion rates.
- Conversion Tracking Enhancements: We added two new conversions:
- Click-to-call
- Form submissions
- Conversions: We retained the original “Contact Us” conversion until October to gather sufficient data for the new goals before phasing it out.
- Budget Allocation: We focused on high-priority services and geographies. Residential jobs ensured steady work, while a dedicated commercial campaign targeted higher-margin opportunities.
- Ad Copy and Search Term Optimization: We improved ad copy to make the ads more appealing and aligned with user intent. Continuous monitoring and adding negative keywords ensured irrelevant traffic was minimised.
The Results
Laser Electric’s case exemplifies the importance of strategic planning and targeted execution in search campaigns. By focusing on the right audience, optimising conversions, and refining ad performance, we transformed an underperforming campaign into a lead-generating powerhouse.
Tangible outcomes
In our first month, we generated significant calls or form submissions. After refining geographic targeting and optimizing ad copy, leads from desirable areas increased while operational headaches decreased.
