The Strategy

Performance marketing is hard. Performance marketing is even harder when you need 30+ accounts to grow their lead volume year-over-year while utilizing a pay-per-lead model. While managing an entire network of home energy (HVAC, plumbing, insulation, energy audits, and solar) clients, there were significant challenges.

For a number of smaller clients, there were quick wins based on their markets and services. These were the “low hanging fruit” accounts that minimal changes were needed. While the larger accounts would need the most time which would utimately pay off.  

The high value clients would be those in more competitive markets with more in demand services and would drive a large volume of both leads and revenue.  The challenge was never getting leads, the challenge was to get more QUALIFIED leads. 

With the understanding of generating more qualified leads, I worked on multiple areas of strategy such as content, link building, conversion optimization and more.  

Work Performed:

• Paid & Organic Search
• Content strategy – Improve & develop service specific content to improve lead gen efforts
• Link building
• Local SEO 
• Technical SEO audits
• Paid campaign tests – ad copy, audience targeting, landing pages
• Conversion optimization

Results

As a result of the work performed across the network of managed accounts, there was a significant improvement in year-over-year marketing qualified leads (billed) and total revenue.