Natran Green Pest Control: Paid Media

Overview:

Natran approached 94n Digital to help their company move from traditional methods of lead generation, like door knocking, to a digital, data driven approach. We, as a team, had a lot of work to do because during our audit, their online portfolio had a few holes.

• Broken website
• No landing pages
• No conversion actions established (except for page view in UA)
• Entirely reliant on Google’s Smart Campaigns

There was a lot of work that went into the above, post audit, over the next six months to get things on track. First, we recommended them to a design and development agency to start the process. Our team helped from a conversion rate optimization standpoint, added social proof to the site, suggested making service-specific pages tailored for organic search, and more.

Once we had completed our keyword research and looked at the historic data, we decided to split pages and campaigns by service, to keep purchase intent similar via thematic groups and to give the system more targeted conversion data. In our analysis, we noticed there was a large volume of competitor brand traffic, so we segmented this into its own campaign and landing page.

We also removed call ad extensions for any competitor branded terms because after listening to calls, potential customers would think they were calling the competitor we were targeting. Post removal, we forced users to land on a page that clearly outlined this was a different company offering a competing service. CPLs increased by 250%, however, conversion rates on capturing competitor customers scaled by over 300%. This also saved time for their sales team not having to spend 5 to 10 minutes qualifying a potential customer not willing to convert, and instead only talk to those who are looking to switch service providers.

In the background, We started off by signing the client up on CallRail to have accurate call and form tracking. For the landing pages, we opted to use Unbounce and we worked on our first set of landing pages, which followed the below approach, mimicking the account structure.

• Service 1 through 6
• General page (branded search)
• Competitor Set page (competitor search)
• Conversion tracking for forms and calls
• Uploading first-party data
• Building audiences

Once all the above was completed, we launched our campaigns on Google and Microsoft. Within the first six months, we dropped the CPA by 67% and although this was a premium service, we were beating the industry benchmark CPA by over $20 per lead. This was done by optimising the landing pages, listening back to calls and adjusting the campaigns to meet the cost per customer goals. Using this method, until 2024, the account scaled substantially and within the four year period, reliance on traditional marketing was minimised and we’ve since gone full throttle.

Shifting Goals & Conversion Performance:

Going into 2024, we wanted to get more data so we can make better decisions. The client wanted to ramp up their spend to get more from paid ads. 6 months in, cost per clicks YoY had gone up by 39.9%, meaning, we needed to be careful how much and when we bid with an increasing budget. This was due to a nationwide competitor coming in with an extensively large budget, and taking a good portion of the search market, causing costs to rise extensively.

We needed to work smarter, which required an upgrade on how we report value into our paid media channels. First, we switched over to CallTrackingMetrics (CTM) because their platform, for what we needed, gave us more control over how we report back on call conversions. This also required their team to move over to Hubspot, and for it to be the primary source of truth the sales team works out of. Using this information, we now work on scaling the account further while keeping to their cost per customer figures.

Stay tuned for our learnings next year, which we’ll update with more information after Q1.