Brand Building: How this Australian Home Improvement Company Had Their Best Performing Year for Lead Gen
Background:
Elite Home Improvement Australia (EHi) has been in operation since 1996 and has quickly become the industry leader in supplying and fitting security products. The Australian home improvement industry is a highly competitive one, and wanting to maintain their position in the market, EHI came to us with a need to revamp their website, whilst expanding their brand reach and ultimately generate more leads.
EHi engaged Engine Room for our 360 Degree Integrated Marketing services, which includes a new Website Design and Development, Social Media Content Management & Paid-Per-Click. While working on the launch of their new website in the background, Engine Room also leveraged Paid Ads to create campaigns that could generate immediate results. As well as building EHi’s brand presence consistently online with weekly posts across the client’s 3 primary social media channels: Facebook, LinkedIn & Instagram.
Approach:
As a brand that is already widely recognized in the market, we made sure to maintain most of the same brand elements of the current website but elevated the design by taking a functional approach and improving the overall customer experience. Engine Room ultimately wanted to achieve a simple, attractive and easy to use site made for
lead generation.
EHI’s Google Ads campaign has had a long history of data and usage. We leveraged high converting keywords from the past, used location targeting to better reach their serviced areas as well as bid adjustments on Audiences who were more likely to convert. We’re now using conversion optimised bidding methods to consistently achieve better results.
Results:
EHi so far has had their best performing year in terms of lead generation, with over 120 leads vs last year to date, and the business is in better shape than ever regardless of COVID.
- +832 qualified leads in first year (Exceeding 2019 goal)
- 17.85% avg. conversion rate of ads
