Today, we are taking an in-depth look at the 2022 Performance of a very successful painting company in Northwest Georgia called Dependable Painting and Remodelling.

Derek and Tina Epstein manage multiple teams of painters that produce some of the best paintwork the Peach State has to offer.

We are proud to serve them by delivering a steady stream of leads for indoor and outdoor residential paintings, commercial painting, and other lines of business. 

Of course, all that happens with utilizing the benefits of search engine marketing.


Their story can best be summarized as one of Growth!


Scaling the Business with Google Ads

At the beginning of 2022, we were working with $4-5K per month budgets. By May, we were committing to $20K per month and seeing commensurate results. That's the ads account I refer to in my Google advertising cost for a small business article.

Before we get too far into the story, let's break down Year-to-Date account performance. It will help you get a sense of what the numbers are telling us and why. The comparison period is 2021. 

The first thing to point out is that we spent significantly more in 2022 than in 2021. ~$180K went into Google ads this year, which was $144K more than last year.

So, while Dependable was familiar with Google Ads previously, partnering with Ernst Media really let them leverage the full potential of PPC to their revenue advantage, and their ad spend reflects that. 


Account Wide Screenshots 

google ads account screenshot showing amount spent on ads

google ads account screenshot of metrics showing the business growth

Part of the increased ad spend was the geographic expansion of the business into the Northwest suburbs of Atlanta, Roswell, GA. This affluent and well-established area is an ideal market for the company to expand into.

Commercial painting was a new segment within Painting for Dependable advertising efforts. We generated well over $100K in quotes and many tens of thousands in sales.


Commercial Painting 

google ads account showing the amount of conversions

screenshot from google ads account showing the costs

Another reason for the increase in Year-over-Year spend is the addition of Flooring Installation as a service offered. This later change was largely driven by the need to replace business lost from painting with flooring to maintain revenue.

screenshot from google ads account showing the results achieved by year end

screenshot from google ads account showing the cost of the achieved results for 2022

The macroeconomic conditions were very dynamic this year, and smart business owners are very quick to pivot and adapt to changing market conditions.

July was really the first month of trouble in the account, as summer travel, rising gas prices, and overall consumer price increases led to dwindling discretionary income in the retail market. 


This expanding and growing trajectory is self-evident in the data.


Total impressions came in at 462K ads served, up 359K from 2021. Clicks to the website almost doubled, +8,430, for a total of 10,100 potential customers brought to the website.

Now, if $180K for 10K users seems a bit steep, I assure you, you are right.

The account's structure and targeting are largely driving a fairly expensive $17.64 Average CPC. The average Cost Per Acquisition for the Year was $61.83. Most importantly, this account is very heavy in Call-Only Ad Groups, but more about that later. 

Total conversion production for the year came in at 2,890, + 1,830 from 2021.

The CTR on the Ads registered at 2.11%, which admittedly is just above the minimum threshold we have for Search performance.

The conversion rate, on the other hand, is at 28% for the year, and that is actually down 34% from the previous year.

Why do you ask? It again has to do with account structure, the Call-Only Ad Groups, and our addition of traditional search ads over the course of the year, which we will get to now.  


The ability to quickly qualify a lead and build rapport with a potential client is critical.


Big companies call these Sales Qualified Leads if they are the “ideal” client they are trying to reach and have the ability to purchase.

Call-only Ad Groups allow small business owners using Google Ads to quickly and easily qualify leads, take client information for future follow-up appointments, or input into a CRM.  

It is important to be clear that the majority of users who interacted with our ads were users on mobile devices who clicked on the business phone number to reach the Dependable Painting office.

Most of them never reached the website, but for those that do, we also see Phone Calls, Emails, and Form submissions coming from Event tracking on the website.


These additional website-based conversion actions are critical for all business owners to have. 


The Standard Operating Procedure with any good PPC Management agency is to get conversion and event tracking squared away.

This way, you can’t have any doubts about what actions users are taking once they get to your site.

The reason the conversion rate is down 30%+ from last year is that we have introduced traditional search ads for Painting and Flooring into the mix this year.

Yes, this account had a 55% conversion rate earlier this year, and yes, traditional search ads are only converting at 10%, but the overall conversion volume increase is worth it. 


Search Campaigns

screenshots showing the conversion rates of google search ads

screenshot showing the cost per conversion of search ads

Audience targeting is another important element that has made this account successful. Obviously people that own homes are the best candidates to show our ads to.

We are utilizing Google demographic targeting, which allows us to target users that Google has identified as homeowners.

We also have eliminated users under 34 from seeing our ads. This makes sense as the average age of first-time homeowners has been increasing from the mid-30s to the low-40s over the last 20 years.

It has been a pleasure working with Dependable in 2022. We look forward to taking what we have learned over the last year and leveraging that knowledge to grow the Dependable Brand in the future. 


Now, we are not disclosing all of our targeting enhancements in this blog post, but these are some of the major drivers of the high-quality leads coming out of this account. 

Do you have a home services business that you are trying to scale?

We have extensive experience working with home-service businesses and are happy to provide a consultation. 

work with a boutique digital marketing agency to grow your business


 

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