Continental Van PPC Case Study
Overview
Continental Van Lines is a family-owned company that has been providing cost effective and professional local, interstate, and international moving services for over 55 years.
Objective
The campaign objective was to optimize current PPC campaigns and drive an increase in qualified visitors through paid search (Google AdWords) to deliver a positive Return on Ad Spend (ROAS) by increasing Estimate Request leads.
Challenge
Highly competitive “moving” industry keywords made it difficult to gain visibility in Continental Van’s top local markets and generate qualified visitors at a reasonable price.
Strategy
Formic focused on implementing a strategic mix of ad extensions and ad formats to increase CTR and utilize Google’s Boost product to increase local market visibility. These efforts effectively increased CTR and lowered cost-per-click (CPC) for highly competitive keywords. As a result, a more robust and qualified audience was captured at a lower cost, also converting more of those visitors into Estimate Requests.
Results
By implementing an ad text optimization strategy coupled with Google Boost, Formic was able to produce a significant increase on return on ad spend (ROAS) for Continental Van and the following PPC results in four months:
- 300% ROAS by the end of month 4
- 76% increase in ROAS from month 1 to month 4
- 74% increase in revenue generated from month 1 to month 4
- 74% increase in Estimate Requests from month 1 to month 4
- 118% lower cost-per-click (CPC) for top keywords by month 4
- 76% increase in click-through rate (CTR) from month 1 to month 4
What Do We Do
Formic Media is a search engine marketing (SEM) agency that provides affordable, localized SEM services.
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