PPC Campaign for PhillyDoors — A Door Installation & Repair Company in Philadelphia, USA
Niche: Local services (residential and commercial door installation and repair, including garage doors and storefront glass doors)
Service: PPC advertising
Goal: Drive high-quality traffic and increase lead volume
Project duration: May 1, 2023–May 1, 2025
The client approached us with a need for PPC promotion to drive high-quality traffic to the website and increase the number of leads. The main issue was that the client had barely used paid advertising to promote the business. Thus, organic traffic was insufficient, and the primary source of inquiries remained word of mouth. Therefore, our key task was to build a stable paid traffic channel to attract high-quality leads.
Dynamics of key metrics:
- Impression growth: +166.77%
- Traffic growth: +61.98%
- Conversion growth: +138%
- Cost per conversion: -36.09%
- Conversion rate: +33.22%
- Engagement rate: +31.91%
Conclusions based on the data:
- The increase in traffic (+61.98%) and engagement rate (+31.91%) indicates that the audience we attracted was genuinely interested in the client’s services.
- The conversion rate grew by +33.22%, further demonstrating that the traffic became more targeted.
- The cost per conversion dropped by 36.09%, showing improved campaign efficiency thanks to ongoing optimization.
- The growth in brand traffic by 59.26% (direct) and 37.88% (brand campaign) reflects a significant boost in brand awareness and audience loyalty.
Driving Traffic and Increasing ROI with PPC: A Step-by-Step Approach
To achieve the goal of attracting high-quality traffic and increasing the number of leads, we tested:
Search campaigns for different counties
Since the client’s business is based in Philadelphia, our initial objective was to establish PhillyDoors as a local market leader. We launched a search ad campaign targeting Philadelphia, focused on the most popular services and transactional keywords to attract users with already formed demand.
Once we saw an increase in brand search queries, we launched a separate brand search campaign for the same location. After securing a strong position in the local market, we attempted to expand into nearby counties — Camden and Montgomery. However, due to the unprofitability of sending specialists to these areas and the high CPC driven by competition, we decided to stop advertising in these counties and focus on further developing the core local market.
As visual materials, we used real photos of the client’s completed projects.
Performance Max campaign targeting Philly County
After gathering enough data about the target audience, we launched a Performance Max campaign targeting Philadelphia. This allowed us to expand our reach and serve ads across various platforms, including the display network, YouTube, Gmail, Discover, and more.
The launch of the Performance Max campaign allowed us to:
- Increase traffic by 221.9% compared to the search campaign.
- Reduce the cost per conversion by 34.8%.
At the same time, the search campaign shows stable performance, as it works perfectly when paired with Performance Max. That is, search captures users with clearly defined intent, delivering high-quality traffic, while PMax allows us to:
- Reach potential clients at different stages of the funnel.
- Maintain consistent brand visibility.
- Re-engage users who previously interacted with the site but didn’t convert.
As visual materials, we used designer banners tailored to each service.
Remarketing campaign
According to Google Analytics, we had enough audience volume to launch a remarketing campaign for the most popular services like garage door installation and repair. Therefore, we created an audience segment of users who had viewed the relevant pages but didn’t fill out the contact form or make a call, and launched remarketing specifically for this group.
Results:
- 7.5% of the audience interested in garage door installation or repair returned and converted, either via a call or a form.
- The cost per conversion from remarketing was 46% lower than the average cost in search.
This confirms the effectiveness of using remarketing during peak seasonal demand for specific services.
Search campaign for Bucks County
After analyzing our competitiveness in Bucks County, we decided to scale up and launch geotargeted ad campaigns for the area. At the same time, we excluded Philadelphia from the geo settings to avoid competition between our ads since these areas are located close to each other, and the risk of overlap was quite high.
Despite ongoing keyword and ad optimization, as well as setting a target CPA, the results didn’t meet expectations as the cost per click was high, and users tended to choose companies they were already familiar with.
Performance Max campaign targeting Bucks County
We then decided to test a Performance Max campaign to increase brand awareness in Bucks County and expand audience reach.
Results compared to the search campaign:
- Traffic increased by 109.1%
- Cost per click decreased by 70.1%
- Cost per conversion decreased by 67.6%
Separating commercial services into a standalone search campaign
Based on statistical data, we saw that ad groups promoting commercial services, which delivered the highest ROI, were receiving insufficient traffic. So, we moved them to a separate search campaign to increase reach and gain more flexibility in management.
Results after 1.5 months of testing:
- Traffic increased by 127%
- Conversions increased by 220%
Stimulating demand during the off-season
The client’s business is seasonal, with a drop in conversions across all channels during the winter. To maintain visibility during the off-season while stimulating demand, we focused on urgent repair services for entry and garage doors. Clients could request assistance at any time, and technicians were ready to respond quickly.
Additionally, winter is a planning season when many people search for contractors for upcoming projects. That’s why we kept the ads for core services running to stay visible in the market and capture early leads ahead of the peak season.
Results:
- We not only managed to retain traffic but also increased it by 205.13% thanks to reduced competitor activity during the off-season.
- We reduced the cost per click by 56%, enabling us to utilize the budget more efficiently.
- The cost per conversion dropped by 40.7%, indicating improved campaign efficiency during the period of low demand.
Call tracking integration
To better understand conversion quality and analyze actual phone calls (not just number clicks), we integrated an additional call tracking service. It shows which campaign and keyword triggered a call. Thanks to call recordings, we can also identify client pain points, improve ad copy, and increase bids on popular services.
Anti-spam service integration
We also implemented an anti-spam service that blocks fake clicks from bots and competitors. This helped protect traffic quality and use the ad budget more efficiently, which also positively impacted the user engagement rate, increasing it by 26.21%.
Conclusion
Our main goal is to maintain a leading position in the local market by consistently delivering high-quality services. At the same time, we are constantly optimizing advertising campaigns to boost performance and align with current demand, while gradually scaling the business by testing new campaign formats and geotargeting.
Over two years of collaboration, we have helped the brand solidify its leadership in the Philadelphia market and ensured a steady stream of leads. We achieved this via:
- Timely response to changes in user behavior, competition, and seasonality.
- Testing various geolocations and ad formats, then scaling the most effective solutions.
- Continuous optimization based on real conversions (calls, form submissions).
The results speak for themselves: quality advertising works! Ready to take your local business to the next level? Get in touch, and we’ll set up ads that actually bring clients.
