Case Studies

Review exactly what we’ve done for other businesses, and how we did it. We can get the same results for your business too.

the client

A local client in the home services business was looking to improve their digital presence and online marketing return-on-investment.
They were already contracting a large digital marketing agency located in downtown Toronto. This agency had hundreds of past and current clients, glowing testimonials, a large team and a management fee to reflect it. This agency was ranking on the first page of google for terms like “SEO Agency” or “PPC management company” and were considered one of the top digital agencies in town.

the problem

This agency provided website management services, SEO and a pay-per-click (PPC) campaign through Google Adwords. The client’s main objective was to generate leads for their business through phone calls and web form submissions.  They had a budget of $7,000 to $10,000 a month for paid campaigns (excluding management fees). In their industry the initial customer value was between $3,000 and $5,000, with some lifetime customer value of over $10,000. 

Needless to say, leads in this industry are incredibly valuable.  The space is crowded with competitors in every marketing channel and lead generation avenue. Marketing agencies

Initially the client saw good results and the agency brought in between 40-60 leads per month. As is often the case with marketing agencies that base their business model on signing new business and not providing excellent support to existing clients, performance slowly declined. 

Eventually, it was difficult for the client to justify the return on investment between the management fee, their internal cost and their paid marketing spend. 

They were disheartened with the effectiveness of PPC & SEO marketing and didn’t see the ROI. At this point they contacted MP Media.

website & landing page audit

Identifying exactly what work would have the most impact, we identified some quick wins that would increase conversion rates through CRO (conversion-rate optimization) best practices, technical SEO optimization and Google Adwords optimization. The first step was to fix their website–there’s no point driving more traffic (which costs dollars) without maximizing the amount of leads and ROI.

Website Optimization

Their website was not fully mobile optimized, which accounted for 60% of their web traffic. Mobile visitors had a higher bounce rate and potential customers would be likely to leave
They did not have unique landing pages and were directing traffic to regular web pages. The goal of a landing page should be to directly convert visitors. Regular web pages allow users to navigate away and do not offer multiple conversion methods, thus losing out on potential leads and revenue
Their website was not secured with HTTPS protocol–a major factor in rankings on Google in 2018
The website had glaring technical issues (boxes not aligning properly, elements appearing broken, etc.) which would tank conversions. Customers expect things to work–if not, they won’t trust you!
The overall design of their website felt dated

After auditing the website the client felt it best to start from a strong foundation and develop a new website from the ground up. We delivered a stunning, mobile responsive and conversion optimized site to replace their old one within one week. They had expected a turn-around time of three.

search engine optimization

What is SEO?

Search Engine Optimization is the art and science of ranking websites higher in organic search results.

It is a long-term traffic acquisition strategy that is necessary for any website that aims to be on the first page of competitive search terms.

It is a combination of On-Site work (technical SEO), Off-Site SEO which involved acquiring links on other websites pointing to your site to signal importance to Google and posting regular long-form text content to aid in the previous two efforts. 

These three strategies are necessary for any successful SEO campaign.

A Search Engine Optimization campaign starts with knowing where the client currently is at.

Only then can you determine where you want to be. Our 6-step SEO audit allows us to perform in-depth research on your existing site and provide specific recommendations to improve your rankings.

After the audit, we’ll propose a plan tailored to your needs that will show how we’ll get you the final results.

Using a suite of exclusive tools we are able to get access to information that is otherwise invisible to site visitors and owners.

Here’s an example report of some of the technical SEO auditing and reporting we provided to the client and informed our strategy moving forward:

Google Ads Strategy

We went in to the client’s account and optimized budgets, used negative keywords to prevent their budget from being spent on irrelevant search terms and targeted the areas and locations most likely to convert.

We rewrote all ads and used a technique called Single-Keyword Ad Groups (SKAGs) to trigger ads directing to a specific landing page for that keyword that was highly relevant and contextual to the searcher.

Using SKAGs allowed us to increase the quality score, which is a metric Google uses to determine the trustworthiness of an advertiser and how much each keyword costs to that advertiser to bid on. Because of our optimization we brought the average Cost-Per-Click for the client from $8 to $2, allowing us to quadruple traffic. 

Combined with our Conversion-Rate Optimization on the website, we even increased conversion rates more than that factor of four, bringing conversions from 2-5 per day to 15 per day. This made for an incredibly happy client: with the same budget they were now bringing in 4 times the business and revenue than their previous marketing agency.

The Results

The client went from losing money and considering dropping digital marketing altogether to increasing their budget, doubling down and outperforming their competition. 

Some key metrics:

  • Website traffic went up by 400% on the same budget
  • Average cost-per-click went down $6 from $8 to $2
  • Conversion rate went from 0.86% to 2.25%
  • Website load speed went from 4.6 seconds to 1.6 seconds
  • We fixed over 700 technical SEO issues
  • They began to rank over the months for key search terms when previously they weren’t even indexed by Google except for their business name (and even then, another totally different business in New Zealand showed higher in search results)
  • The client was able to hire 2 new office staff as a direct result of the marketing campaigns to handle the leads coming in
  • They went from paying a $5,000 management fee with no reporting to receiving detailed reports every week and could check their results in an easy to use dashboard in real time

%

Increase In Search Traffic

%

Increased Conversion Rate

Or More Leads Per Month

Increased Monthly Revenue

More Successful Projects

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Home Service Business

150+ Leads Generated

$250,000+ Spent

In Profitable Campaigns

$35,000+ Revenue Per Month

On $2,000 ad spend per month.

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We contracted MP Media to do our company branding, web development and marketing campaigns. They established a launch strategy and ongoing marketing campaign to provide us with leads on a daily basis of only the most interested customers looking for our services.

MP Media Client

Maria Stephens, Connectiv Global Communications

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