Case Study for HomeTown Restoration

Search Box Optimization case study for HomeTown Restoration

Company Objectives

The cost to acquire new customers was getting out of hand and HomeTown Restoration needed to decrease the
cost per customer acquisition. The average cost per call on water damage for Local Services Ads had gone up to
$260 and their Pay-Per-Click ad costs also kept increasing. They jumped at the opportunity to lower their overall marketing costs with a low fixed monthly Pay-Per-Result fee for a local Search Box Optimization campaign. They purchased "water damage" keywords in 5 areas.

Results

See the attached files for screenshots from Google Analytics comparing HomeTown Restoration's site traffic before and after SBO was implemented. The results were as follows:

• Sessions increased 20% - from 1028 to 1,230.
• Users increased 31% - from 832 users to 1092 users.
• Bounce Rate decreased from 77.4% to 54.0% - meaning their visitors were much more engaged.

Here’s what the owner of HomeTown Restoration said about their results from using SBO

Search Box Optimization is extremely important for our company because our marketing costs were getting out of control. I started with 5 areas and because of the success of the SBO program, I’m going to expand to more areas. - CEO, HomeTown Restoration