Location-based campaign increases conversions by 177% in 21 days

Established in 1984, Molly Maid is one of the UK's leading professional home cleaning companies, servicing more than 250,000 home cleans a year.

Molly Maid website

Objectives

Within weeks of meeting, contracts had been signed and objectives were set:

  • Track both types of conversions (phone calls & online forms)
  • Increase click through rate (CTR)
  • Decrease cost per acquisition (CPA)
  • Decrease spend
  • Ultimate goal: Increase conversions and conversion rate

Strategy

Once all issues with the account had been identified, we devised a 'budget first' strategy, which entailed creating a unique campaign structure for each of the 45 individual franchises. We believed that by creating a unique campaign structure for each franchise, we would be able to create highly relevant ad copy which would attract the user's consideration and maximise each franchise's visibility, no matter what its budget.

We began by splitting each of the 45 franchises into three spending brackets: high, medium and low. Each individual franchise account was then reviewed, and changes were made based on each franchise's budget and location. Generic keywords were only added to campaigns which had the budget to afford them. This was a particularly crucial change, as previously franchise budgets were not being monitored, resulting in daily budgets running out very quickly.

Results

Within three weeks of taking over the account, the results started rocketing in all the right directions:

  • 177% increase in conversions
  • 415% increase in conversion rate
  • 76% increase in CTR
  • 86% decrease in cost per CPA
  • 60% decrease in spend

Quote from the client

“Since signing up with Periscopix our account has gone from strength to strength. They continuously seek new techniques to improve our campaign and ways in which we can get to the forefront of our target market’s mind. With 2014 only having begun, we look forward to seeing what Periscopix has in store for us this year.”

Andrew Parsons, Director of Marketing Communications, Molly Maid

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