Case Studies
PPC Case Study: CNI Locates
![cni-logo](https://www.webranking.com/wordpress/wp-content/uploads/2024/05/cni-logo.png)
PO Box 7740
Bonney Lake, Washington 98391
WebRanking Client
Since 2010 to 2020
Industry
Local Service
Overview
When Larry Gasser, the owner of CNI Locates, approached us back in February of 2010, he initially signed up for an SEO campaign to increase his organic exposure.
As the SEO campaign began to take hold and produce results, Larry decided that it was time to expand his reach as he noticed many of his competitors were utilizing Google AdWords and showing up above his organic listings. Larry elected to enroll in one of our PPC programs starting in 2011.
2016 » 2017
67.8%
Objective
Challenges
Another challenge we faced was that some of the services we were to promote were obscure and the end user either didn’t know the proper service they needed, or the keywords they would need to correctly search for it.
Larry Gasser, President – C-N-I Locates, Ltd.
“Not only did they implement a plan of attack to funnel new customer traffic our way, they also took the time to learn the inner workings of how our business operated in an effort to better understand how they could then best meet our needs. The increased customer traffic was noticed immediately and the new business saved us from having to close our doors due to the severe drop in business brought on by the economic depression. We now have an updated web site, SEO campaign and a pay per click program that is paying dividends.
It’s nice to see that regardless of the times, good or bad…the WebRanking team always seem to continually adapt and change with the times and see to it that their customers have that extra competitive edge.”
Solution
Comprehensive Keyword Research
We also needed to know what keywords we needed to avoid, or implement as negative keywords in the campaign to avoid paying for traffic that wouldn’t convert.
Focus first on top services
Clear Messaging
Send Visitors to Landing Pages that Convert
Review, Refine, Repeat
As CNI grew and added new equipment, we also needed a campaign that was able to grow with the client.
The Results
![cni-results](https://www.webranking.com/wordpress/wp-content/uploads/2024/05/cni-results.png)
The initial PPC campaign for CNI Locates was developed and launched at the start of 2011. From 2011 through 2014, the campaign saw a steady increase in leads each year, while simultaneously reducing the average cost per lead, and increasing the conversion rates.
Year over YearLead Gains
2011 » 2012
123.1%
2012 » 2013
37.1%
2013 » 2014
15%
Year over Year Cost per Lead Change
2011 » 2012
-16.8%
2012 » 2013
-31.8%
2013 » 2014
-7.68%
Conversion Rates
2011
15.8%
2012
19.4%
2013
24.9%
2014
25.2%
In 2015, Larry purchased new equipment which now allowed him to offer more services to his client base. Due to this he elected to increase his ad spend budget for the campaign and we began to create new campaigns and ad groups focused on keywords related to ground penetrating radar, structure and concrete detection, imaging and scanning and leak detection.
These changes significantly altered the campaign, as we were now promoting keywords with a higher average cost per click and more aggressive competitors. This was completed in early 2015. The results of the new campaign were as followed.
Year over Year Lead Gains
2015 » 2016
14.3%
2016 » 2017
67.8%
Year over Year Cost per Lead Change
2015 » 2016
-5.1%
2016 » 2017
67.8%
Conversion Rates
2015
20.8%
2016
22.0%
2017
24.2%
The only time this campaign has not seen an increase in leads coupled with a decrease in the cost per lead, was from 2014 to 2015. This was caused by the increase in the ad spend and overall expansion of the campaign. Once we had time to analyze the results, we were able to quickly get the campaign back on track and once again see improvement each year.
This campaign speaks to the importance and value of having an actively managed PPC campaign, in order to see continued growth in leads, while paying less per lead. Ongoing keyword research, negative keyword implementation, ad testing, conversion rate optimization, bid adjustments and competitor analysis, are key to a campaign that improves in performance year after year.
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