Home Improvement Paid Search Campaign + Call Tracking
Collective Measures partnered with a national digital agency to help a home improvement company with a website redesign.
The Challenge
Collective Measures was challenged to drive incremental qualified leads and revenue while preserving site traffic during migration, all while maintaining a best-in-class user experience. Because the client’s product was sold in many local dealerships across the U.S., we also needed to monitor customer behavior across all channels, including phone leads.
The solution
Collective Measures worked with our agency and client partners to define a paid media strategy that aligned to the customer journey and benefited dealers and customers alike. We maintained traffic and qualified leads during the redesign with highly targeted PPC and display advertising campaigns. We also defined KPIs for the new website, completed advanced tagging in Google Analytics, and helped integrate localized call tracking.
The results
When the website launched, traffic from PPC and display advertising helped maintain pre-redesign levels and led to a 140% overall increase in digital leads, year over year. Call tracking was implemented to nearly 100 different dealer locations, which enhanced user experiences overall, gave visibility into specific traffic performance, and identified leads at multiple consumer touch points, including leads from paid and organic sources.
Performance Marketing Agency