Tillotson Enterprises - High-Quality Leads Through Google Ads

CASE INTRODUCTION

Tillotson Enterprises

Tillotson Enterprises, a family-owned business founded in 1991 and led by Gene and Tammy Tillotson, has carved out a niche as one of central Nebraska’s premier spray-applied roofing contractors. Transitioning from careers in education to entrepreneurship, they have expanded their services to include commercial roofing, epoxy flooring, foundation repair, spray foam insulations, basement waterproofing, and more. Their dedication to quality and innovation has driven them to undertake numerous projects across multiple states, solidifying their reputation in the Midwest.

Tillotson Enterprises partnered with Murray Marketing Services to acquire new customers across all service lines through highly targeted Google Search Ads. Our campaigns focused on "best [service] near me" keywords and is optimized for high-value conversions such as phone calls and lead form submissions.

During the 15-month period of November 1, 2022 - February 29, 2024, our campaigns saw the following metrics:

• 1,027 Phone Calls
• 178 Online Form Submissions
• 7.18% Conversion Rate (28.67% Higher than Average)
• $53.75 Cost Per Lead (71.22% Better Than Average)

CAMPAIGN PLATFORM OVERVIEW

Google Search Ads

For Tillotson Enterprises, we strategically chose Google Search Ads as our platform, recognizing its unique capability to show advertisements at the exact moment consumers are looking for our services.

This choice is particularly vital for service-based businesses, as it aligns with the critical moments of consumer decision-making. Google Search Ads empowers us to target high-intent keywords like "best [service] near me," ensuring our ads are displayed to those in immediate need of our services.

The Google Ads approach not only maximizes the relevance and impact of our advertising efforts but also significantly enhances the likelihood of converting searches into tangible lead engagements, making it an essential tool in our digital marketing arsenal for home service providers.

HIGH PERFORMING LEAD GENERATION

Campaign Performance vs. Industry Averages

Conversion Rate:

• Our Campaigns: 7.18% (28.67% Higher than Average)
• Industry Average: The typical conversion rate for roofers running Google Ads in 2023 stands at 5.58% (Local IQ).

Cost Per Conversion:

• Our Campaigns: $53.75 (71.22% Better than Average)
• Industry Average: The average cost per acquisition (CPA) on Google Ads for the roofing industry specifically is $186.79, leading to Tillotson's cost being 71.22% better (Local IQ).

BOOST LEAD GENERATION THROUGH GOOGLE ADS

Key Takeaways

• Higher Conversion Rate: Tillotson Enterprises achieved a conversion rate of 7.18%, which is approximately 28.67% higher than the roofing industry's average of 5.58%. This indicates a superior ability to convert clicks into leads.
  
  
• Significantly Lower Cost per Lead: The campaign's cost per lead was $53.75, significantly lower by 71.22% compared to the roofing industry's average of $186.79. This efficiency in cost management maximizes ROI.
  
  
• Strategic Keyword Targeting: Focusing on high-intent, service-specific keywords like "best commercial roofer near me" and excluding branded terms proved to be a highly effective strategy, ensuring that the ads reached the most relevant audience.
  
  
• High Volume of Quality Leads: Overall, we brought in over 1,000 phone calls, and 178 online form submissions, bringing many high paying jobs to Tillotson Enterprises.