Website Design and PPC Case Study – SoCal Industries Saw 3,600% ROI

In this Case Study, we discuss the issue the client faced and how we leveraged our expertise to help them achieve a great ROI and multiple X increase in the new business.

THE CLIENT

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https://socalindustries.com/ So Cal Industries is one of the biggest providers of waste management and temporary fencing equipment in Southern California, with revenues in tens of millions of dollars.

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They approached us at the beginning of 2019 to help gain visibility and lower the cost of acquiring new customers.

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The goal was to optimize their paid search marketing campaigns and improve the online experience for existing and new customer conversion rate of their website.

SoCal Industries Old Website

“Birchstone Associates Local SEO and PPC have been instrumental in helping us grow our online traffic and revenue. They have a ton of deep expertise in all things marketing. They not only helped us to drastically lower the conversion cost per customer but all of us in all aspects of our marketing along the way.

Johnny Guerra – CEO”

THE PLAN

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The company’s website was not mobile optimized. Also, the existing UX design was slightly dated and presented many opportunities for improvement. We wanted to redesign the whole website experience around the most valuable products and build engaging pages to support the main keywords.

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Product pages (in comparison to competitors) were “thin,” lacked good quality content (professional pictures, descriptions, etc.) and were near-duplicates of each other.
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So Cal Industries was already spending lots of resources on paid search marketing on three major search engines: Google, Yahoo, and Bing. Also in 2019, SoCal Industries were losing impression share to their main competitors on Google Ads (the largest share of their paid search budget) almost every month. Quality Score was also trending down in driving the Cost Per Acquisition of new customers year over year.

THE EXECUTION

SoCal Industries New Website

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PPC Optimization // We first improved and analyzed all relevant data and filled the gaps in their data collection strategy to understand their customer’s journey better. After analyzing the new data, we were able to identify numerous high ROI opportunities. First, we shut down campaigns which led to a high amount of low converting traffic. Second, we adjusted the ad schedule for all of their campaigns based on their work hours and the hours when most new customers call or request a service via the company’s website. Third, we made significant adjustments in budget allocation between the campaigns, based on the new data we’ve collected after engaging SoCal Industries as the client.

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Technical SEO // We enhanced their website architecture and on-page optimization of all the content. The site did not support proper URL structures, so our team built  100% customized CMS and created a site-wide 301 redirects to clean up architecture and make it search-friendly.

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Conversion Rate Optimization // SoCal Industries bought into our vision and agreed to the proposal to redesign the UX and design of the website completely. We worked with SoCal Industries executives on every detail, from the creation of the new content (written copy, professional pictures, etc.) to development of custom widgets to enrich customer’s experience. Additionally, we beefed up analytics of the original website to better understand current customer behavior and to discover that opportunities that can significantly affect the bottom line for their company.