Google Ads Skip bin hire

How we cut MCM Skip Bins' cost per lead 31% without losing volume

MCM Skip Bins had an agency but not the results. They asked us to bring down what they paid per lead without sacrificing volume: cost per lead fell 31% and conversions rose 7%.

I Want Results Like This Results in the first month
Two MCM Skip Bins trucks loaded with skips
31%Lower cost per leadH2 vs H1 2018
37%Conversion rateH2 vs H1 2018
7%More conversions
1 mthTo first resultsCPA down in month one
01

The problem

MCM Skip Bins have been in rubbish removal across the Sutherland Shire and St George regions since 2003. They already had a digital marketing agency before coming to us, but felt the results weren't at the level they should be, and nothing was improving.

The MCM team reached out with one clear goal: reduce the amount they were paying for each lead, without giving up any lead volume to get there.

What we were up againstResults not at the level they should beNo improvement under the previous agencyCost per lead too high
The MCM Skip Bins homepage: call-first, with skip sizes and residential and commercial hire.
The MCM Skip Bins homepage: call-first, with skip sizes and residential and commercial hire.
02

What we did

After reviewing the existing AdWords account we made some drastic changes to lift performance. The theme running through all of them: make every click as relevant as possible, and spend the budget where it works best.

1Tightened traffic qualityThe negative keyword list was expanded, excluded regions widened, and irrelevant and under-performing keywords removed.
2Scheduled budget for the best timesAd scheduling was adjusted to focus budget on the best performing times of day and days of the week.
3Smarter biddingDemographic and device-specific bid adjustments were added, remarketing lists for search with custom bidding introduced, and bid strategies revised.
4Responsive search adsResponsive ads for search were added, giving Google more headline and description combinations to serve.
The residential skip bin hire page with its contact form.
The residential skip bin hire page with its contact form.
03

The results

Cost per conversion dropped significantly in the very first month of Local Digital managing the account, and conversion volume rose alongside it. Comparing the second half of 2018 with the first, conversion rate was up 37%, conversion volume up 7%, and cost per lead down 31%.

Cost per conversion, January to November 2018. The arrow marks the month Local Digital took over.
Cost per conversion, January to November 2018. The arrow marks the month Local Digital took over.

We're continuing to work on the account with the aim of another significant improvement on current performance over the first six months of 2019.

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