Boosting Online Visibility with Search Engine Marketing (SEM)

Client Overview

Client: Irrigation & Landscape Company Penticton

Industry: Irrigation & Landscape Construction
Objective: The objective of this SEM program is to generate leads to Irrigation & Landscape Construction mainly through the form of phone calls & traffic to their website.

Challenges

Irrigation & Landscape Company faced several challenges:

Low Online Visibility

Despite having a high-quality service range, their website struggled to appear in search engine results for relevant keywords to their business.

High Competition

The Irrigation & Landscaping Services market is highly competitive, with many established players dominating the search results.

Limited Brand Awareness

Being a relatively new player in the market, Irrigation & Landscape Company needed to build brand recognition and trust.

Solution

Search Engine Marketing (SEM)

Our digital marketing agency proposed a comprehensive SEM strategy to address these challenges. The strategy included the creation of a Search campaign on Google Search Network & Associated Partners:

Keyword Research

Conducted in-depth keyword research to identify high-volume, low-competition keywords relevant to Irrigation & Landscaping Services (178 Keywords Total)

Ad Creation and Optimization

Developed engaging and targeted ad copy for Google Ads, highlighting key features and unique selling points while creating relevancy in search results for maximum Click-Through-Rate (CTR) and reduced Cost per Click (CPC)

Bid Management

Implemented strategic bid management techniques to maximize conversions and thus return on ad spend (ROAS).

Performance Tracking

Monitored and analyzed campaign performance using tools to make data-driven adjustments.

Implementation and Results

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Step 1: Keyword Research

We identified primary and secondary keywords that potential customers were using to search for products similar to Irrigation & Landscape Service offerings. This included both broad and long-tail keywords.
keyword research

A screenshot of a keyword research tool (e.g., Google Keyword Planner) showing selected keywords and their search volumes.

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Step 2: Ad Creation and Optimization

We created multiple ad variations to test different headlines, descriptions, and call-to-action (CTA) phrases. Each ad group was tailored to specific product categories and search intents to deliver great results.
ad creation and optimization
ad extensions

Examples of Google Ads created for Irrigation & Landscape, highlighting different ad copies and CTAs, including the use of Ad extensions such as phone number, callout extensions and sitelinks.

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Step 3: Bid Management

Utilized automated bidding strategies such as Target CPA (Cost-Per-Acquisition) to ensure that ads were shown at the right time to the right audience.
landing page optimization

Before-and-after screenshots of the landing page, showcasing the improvements made (e.g., layout, CTAs, images).

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Step 4: Performance Tracking

Regularly tracked key metrics such as click-through rate (CTR), conversion rate, and cost-per-click (CPC) to refine the campaign and maximize ROI.
performance tracking
performance tracking
performance tracking

A screenshot of Google Analytics or another tracking tool displaying key metrics (CTR, conversion rate, CPC) over time.

Results

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Increased Visibility

The website appeared on the first page of Google search results for 26.6% of targeted keywords search impressions within three months at $12.83 per day. A higher budget of $50 per day would lead to greater visibility and Impression Share closer to 100% within their geographic location.
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Higher Traffic

77-100 Visitors per month to their website & $55.75 Cost per Conversion (Cost per Phone Call)
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Improved Conversion Rate

We were able to reach a conversion rate of 3.05% due to targeted text ads in specifically targeted geographic areas. Conversion rate of 3-5% is considered great.
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Better ROI

The overall ROAS improved by 35%, over their previous program, making the Google Search campaign highly cost-effective.
Ready to boost your online visibility and drive more qualified traffic to your website? Contact us today to learn how our SEM services can help your business grow!
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