Mezzanine Distributors
High Quality Leads with Google Ads
Background
Mezzanine Distributors designs, engineers, fabricates and installs customized warehouse storage systems for businesses throughout the country. These systems help companies increase operational efficiency, optimize space, and streamline operations.
Challenge
Mezzanine Distributors had dabbled in Google Ads before and had seen success, too. Though, many unqualified leads were getting through. They wanted to invest again but have a better handle on the program, so they knew it was producing good leads, and dollars weren’t being wasted on bad ones.
Our Work
We took over the Google Ads program and focused first on keywords. We refined the terms we were bidding on and added new negative keywords into the mix. We also added observational audiences and adjusted the bid levels on the type of folks who are more likely to convert. We set up new goals inside of Google Analytics to only track form fills and phone calls. Additionally, to monitor the quality of phone call leads, we installed a call recording and tracking software. We reviewed those sales conversations and made optimization decisions within the keywords and copy based on the topics discussed in those calls.
Results
In one quarter, our partner had issued quotes for more than ten leads that all came in directly from Google Ads. With a sales cycle typically of 60-90 days, even one closed deal would justify the cost of this program for an entire year, all-in.
