CASE STUDY #4
FREE FLOW
EAVES //
Project Overview:
When I took on the project with Free Flow Eaves, my objective extended beyond the conventional goal of increasing sales and profitability. I aimed to transform their digital presence into a platform that would attract new customers and enhance the overall customer experience. By developing a user-friendly website, optimizing Google Ads campaigns, and creating compelling ad and print materials, my goal was to showcase Free Flow Eaves as a trusted, professional, and customer-oriented brand in the gutter cleaning industry.
GOOGLE AD HIGHLIGHT
$2/call
CAMPAIGN STATS
(Spring) 2024
3.2x ROI
Through strategic branding and marketing efforts, I sought to position Free Flow Eaves as a market leader, emphasizing their commitment to quality, reliability, and exceptional customer service. This initiative not only aimed to drive immediate sales but also pave the way for expansion into additional services like snow removal, creating new revenue streams and offering year-round value to their customers.
Objectives:
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Website Development: Designed and developed a user-friendly website to showcase Free Flow Eaves' services and highlight their commitment to quality and customer service.
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Google Ads Campaign: Created and optimized Google Ads campaigns targeting high-volume search terms for gutter cleaning in Edmonton, maximizing lead generation and bookings.
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Ad and Print Materials: Developed compelling ad copy and simple imagery for print materials to support marketing efforts and reinforce brand messaging.
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Overall Branding: Revamped the overall branding strategy to position Free Flow Eaves as a trusted and professional service provider in the gutter cleaning industry.
Growth:
Working with a modest budget of $8 to $25 per day, we generated a steady flow of leads without overwhelming the small, dedicated team led by Michael, a university student with exceptional craftsmanship and attention to detail. To maintain this balance, we adjusted ad spend as necessary to ensure they stayed fully booked throughout the season.
To further enhance their brand presence, we developed a range of digital and print graphics that promoted their services. These included community-specific print ads in local newspapers with playful messages like, "Don't tell your neighbouring community about this promo." We also designed physical signs strategically placed in target neighbourhoods and even a bus advertisement on a key route that reached their most profitable area. This comprehensive marketing approach ensured Free Flow Eaves remained top-of-mind within their target communities while reinforcing their reputation for quality and professionalism.
A key factor in driving growth for Free Flow Eaves was the implementation of dynamic lead forms that simplified the customer journey. These forms allowed potential clients to quickly select the service they needed, input their address, and receive a tailored quote based on their home’s actual layout via Google Maps. This efficient process ensured that customers were contacted by the Free Flow Eaves team almost immediately, streamlining communication and boosting conversion rates.
Google Ad Campaign
We chose to concentrate our limited campaign budget (averaging $15 per day) on Free Flow's most lucrative service: Gutter Cleaning. Our lead generation campaign targeted high-volume search terms in Edmonton related to eavestrough and gutter cleaning. Using creative ad copy and simple imagery, we were able to schedule bookings for Free Flow Eaves several weeks in advance.
This initial campaign delivered an exceptional return on investment (ROI), averaging approximately $2 per phone call. Combined with local actions, website clicks, and lead form conversions, this campaign provided a strong foundation. We adjusted the campaign based on our internal team's availability, allowing us to efficiently allocate our marketing budget as needed.
Community Newspaper Ads
With a need to find low-budget advertising solutions, these community newspaper placements provided an affordable way to connect with local homeowners. This ad for Free Flow Eaves was placed in the McKernan community paper to target local homeowners with a tailored promotion.
By offering gutter cleaning at $179 and using the playful line, “Don’t tell Belgravia or Parkallen about this!” the ad fosters a sense of exclusivity and urgency specific to the McKernan area. This approach aims to build local rapport while encouraging quick action from potential customers. The ad emphasizes simplicity and direct communication, featuring a clear call-to-action with the phone number and email prominently displayed. The use of a real-life image of a technician on-site helps establish trust and professionalism, making the service feel accessible and relatable. The community-based strategy, combined with straightforward pricing, helps Free Flow Eaves create immediate interest while maintaining a personal touch that resonates with the neighborhood's homeowners.