Scale gets ahead of the competition and increases conversions by 111% with hyper-personalization.

The company

The company is a plumbing service provider that successfully completes 10,000+ residential and commercial jobs annually. They operate in the highly competitive home services market, where quick, reliable service is paramount.

Objective

To achieve greater market share and campaign efficiency in a saturated home services sector, the plumbing company needed to move beyond generic search advertising. The key challenge was to craft ad experiences that spoke directly to the immediate, specific needs of potential customers, ultimately increasing the number of successful bookings (conversions) while lowering the cost of acquiring those leads.

Solution

The client adopted hyper-personalization via Ad-machina, focusing on their Search campaigns. This involved using data to dynamically tailor ad copy and messaging, making the ads highly relevant to the individual user’s search query and location. This strategy ensured that potential customers facing a plumbing emergency or service need saw an ad that felt customized and offered the most compelling solution.

Results

The implementation of personalized ad copy and hyper-personalization delivered a dramatic increase in performance and efficiency:

• + 111% Conversions
• + 18% Conversion Rate
• - 21% CPL