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Element Surfacing is a Resin Bound contractor that provides resin bound installations for driveways, paths, and patios in both domestic and commercial environments.
Meet Element Surfacing
Element Surfacing is a Resin Bound contractor that primarily provides resin bound installations for driveways, paths, and patios in both domestic and commercial environments. Before working with Solvi Digital, Element Surfacing was generating some leads through Google ads but didn’t have a clear and defined strategy in place to maximise spend.
Element Surfacing reached out to us at Solvi Digital to help optimise current campaigns and ensure spend was being used effectively. We worked with Element Surfacing in setting up Google ads, and testing a number of campaign strategies. Since our initial project, we have supported Element Surfacing across a number of areas including PPC & website maintenance, design.
Marketing Challenges
Before working with Solvi Digital, Element Surfacing had several challenges that were hindering the success of their PPC Strategy. Although campaigns were generating some leads, geographic and keyword targeting was not correctly setup. As a result, Element experienced a low/moderate lead volume and higher than expected cost per lead. The business doesn't have an internal marketing department and sort external expertise to ensure lead flow was high and sufficiently supported overall business objectives.
Working Together on Google Ads...
During phase one of project, we ran a full analysis of the account setup, and the campaigns running within it. The goal of this activity was to understand what changes were required to achieve Element Surfacing's key objectives. As the account, campaigns, and tracking were set up by the Element Surfacing team, we could quickly optimise these areas to generate improved results. After conducting in depth keyword research, we gave Element Surfacing a report of keywords, and tested a number of those in new campaigns. These proved successful and are still generating leads months later.
Working Together on Design...
Over time, Element Surfacing continued to partner with Solvi on other projects, including print design. One such example was a brochure that would help Element in gaining the trust of their customers during the sales process. The brochure was designed to showcase the benefits of Resin Bound Surfacing, the quality of previous installations, and some graphic examples of the types of surfaces that the customer could pick from. The brochure helped Element Surfacing to convert more leads and gain the trust of their customers.
Conclusion
After working with Solvi Digital, Element Surfacing was able to generate quality leads through Google ads. They were able to target the right keywords and geographic areas, which resulted in a reduction in the cost per lead and an increase in volume. The brochure and other marketing materials developed by Solvi gave customers confidence in the services Element Surfacing provides, which helped in generating and closing more deals. Element Surfacing was happy with the work done by Solvi Digital and appreciated the personal touch. They were able to communicate directly with the our team responsible for completing the work, rather than indirectly communicating with account managers, which takes time, and prevents the development of a deeper understanding in the business.
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Commercial Growth for Industrial Businesses
