A client, a company that installs air conditioners and ventilation systems in New York, faced a decrease in order volume during the peak season. The CEO of the company noticed that their current marketing efforts are not yielding the desired results. Competitors were actively developing, offering discounts and additional services, which deprived the company of some potential customers. In this situation, the company's manager decided to contact an advertising agency to improve visibility and increase the number of leads.
The advertising agency offered a comprehensive solution with a focus on contextual advertising. This choice was made based on the fact that requests related to air conditioner installation are particularly active in New York with the start of summer. To achieve maximum campaign efficiency, the agency suggested targeting hot queries and using cross-device strategies, considering that clients often start their search on mobile devices and finish it on computers.
The work started with a thorough analysis of the current situation and an audit of the company's advertising activities. Noah Cohen, an account manager at the agency, has become the main point of contact for the client. He carefully listened to all the wishes and offered a personalized action plan. Noah's main task was to keep the client informed of all stages of the campaign and promptly address any issues that arose.
Aaron Greenberg, project manager, took on the organization of all processes and coordination of the team's work. He analyzed the market, competitors, and target audience requests, which allowed him to build a more accurate strategy. Within the Aaron project, all deadlines were met and work was optimized, which helped to avoid delays and budget overruns.
The main work on setting up and managing contextual advertising was done by specialist Natalie Adams. She developed and implemented a campaign, carefully working out key words, ads, and bidding strategies. As a result, the campaign reached over 90% of the target audience in New York, and the average cost per click was reduced by 18% compared to the company's previous efforts.
The results did not take long to show. During the first two months of the new campaign, the number of applications more than doubled, reaching 352 applications. 126 of them were successfully converted into clients. The cost of the application was $44.78, which was significantly lower than expected expenses. In turn, the cost of attracting one customer has decreased to $125.95, which has had a positive impact on the company's profitability.
The average bill for installing an air conditioner and ventilation system was $2,345.60, which allowed to achieve a total turnover profit of $295,529.60. With a margin of 25.7%, the company made a net profit of $60,291.65. The ROMI (Return on Marketing Investment) indicator reached an impressive 482%, indicating the high efficiency of the campaign conducted.
In the end, cooperation with the agency allowed the company to strengthen its position in the market, increase visibility in search engines, and significantly increase the number of orders. Thanks to the coordinated work of Noah, Aaron, and Natalie, the company not only recouped its marketing investments but also made a significant profit, allowing it to continue its development and expand the scope of its services.
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