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Case Studies

Cabinet Direct Club

How a local cabinet dealer got a 673% return on ad spend!

Industry
Home Services
Services
Google Ads
Facebook Ads

The Problem

Cabinet Direct Club is a cabinet installation company founded in 2020. They handle every step of the construction process, including design, removal, and installation. With no online presence and zero history with paid media, the client was ready to build a sustainable way of acquiring more customers.

A Deeper Dive

A closer look at the challenges

Challenge 1

We were going to be competing against some big spenders and local leaders. With names such as Home Depot and Lowes in the mix, we needed to look at potential campaigns from all angles.

Challenge 2

A lengthy sales process meant tracking the status of leads generated was essential to demonstrating value and proving return on investment.

Challenge 3

This was a new company with a conservative budget. Working with the resources at hand, Team DR would need to optimize campaigns to get the biggest bang for the client’s buck.

Challenge 4

Challenge 5

Challenge 5

Challenge 5

The Solution

We decided to launch both Facebook and Google Ads. Facebook Ads would produce cost effective leads requiring more follow-up time. Google Ads would have a higher cost per lead but bring in more qualified prospects with less follow-up time. These leads would be tracked using DR Lead Manager.

Implementation 1

Step 1

After extensive market research, we selected an offer. In this case, we’d offer a free, in-home consultation.

Step 2

From there, we determined a target radius that would allow us to reach a healthy amount of people while staying within the client’s service area.

Step 3

We performed keyword research using a series of tools. This would help us determine which keywords were most worthwhile, meaning relevant phrases with appropriate search volume.

Step 4

Next, campaign structure and ad group structure were chosen. We would go on to use these parameters to write targeted ad copy.

Step 5

Then came tracking. Conversion tracking was set for calls over 60 seconds long and the landing page form being filled out.

Step 6

We began prospecting with modified broad match keywords, eventually adding converting search terms as phrase match keywords and non-converters as negative matches.

Step 7

As the campaign progressed, we optimized the ad copy to increase the click-through rate.

Step 8

Step 9

Step 10

Implementation

Step 1

After extensive market research, we selected an offer. In this case, we’d offer a free, in-home consultation.

Step 2

From there, we determined a target radius that would allow us to reach a healthy amount of people while staying within the client’s service area.

Step 3

We performed keyword research using a series of tools. This would help us determine which keywords were most worthwhile, meaning relevant phrases with appropriate search volume.

Step 4

Next, campaign structure and ad group structure were chosen. We would go on to use these parameters to write targeted ad copy.

Step 5

Then came tracking. Conversion tracking was set for calls over 60 seconds long and the landing page form being filled out.

Step 6

We began prospecting with modified broad match keywords, eventually adding converting search terms as phrase match keywords and non-converters as negative matches.

Step 7

As the campaign progressed, we optimized the ad copy to increase the click-through rate.

Step 8

Step 9

Step 10

Scroll

Impact

  • $11,529.74 Spent
  • $77,633.71 in Trackable Revenue
  • 23 Leads Recorded in DR Lead Manager
  • 673% Return on Ad Spend

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