Thrive Services Used
Pay-Per-Click (PPC)
Marketing
Project Overview
This locally owned and operated insulation company partnered with Thrive Internet Marketing Agency to boost lead generation for its residential insulation services through a targeted, high-impact pay-per-click (PPC) advertising campaign.
Like other local businesses, the company sought a balance between rolling out profitable campaigns and controlling ad spend. The client was eager for results and wanted a quick turnaround, which presented some initial challenges for the Thrive team.
Following a comprehensive campaign audit, Thrive uncovered opportunities to improve performance. Our PPC experts implemented a detailed, data-driven advertising strategy that relied on extensive testing, optimization and hands-on management. Their efforts generated an impressive 40% increase in conversion rate, driving substantial growth in qualified leads.
The Results
+30%
Click-Through Rate (CTR)
+40%
Conversion Rate
+64%
Demand Gen Campaign CTR
-69%
Demand Gen Campaign
Average Cost Per Click (CPC)
Thrive has delivered sustained performance improvements throughout this partnership, positioning the company as the go-to provider in the competitive local insulation market.
(October 2023 vs. October 2024)
- Ad Clicks: 187%
- Conversions: +19%
- Average Cost Per Click: -34%
(January – September 2023 vs. January – September 2024)
- Ad Clicks: +241%
- Average Cost Per Click: -58%
- Conversions: +641%
The client also saw significant campaign improvements across different service locations:
(Data from September 2024)
The Execution
Thrive worked closely with the client to develop and execute a strategic PPC campaign focused on driving high-quality leads. This included:
Platform-Specific Campaign Management
We launched Google Performance Max (PMax) and Display campaigns, optimizing ad placements and audience targeting to reach the most relevant users. This strategy provided broad exposure and enabled the team to leverage Google’s machine learning to improve ad placements, timing and targeting.
Data-Driven Testing and Optimization
Our PPC experts ran a series of data-driven optimizations to test different ad elements, ensuring all changes were backed by performance data.
Collaborative Lead Tracking and Optimization
To facilitate close collaboration, Thrive created a custom lead tracking spreadsheet that the client could use to categorize leads as bad, good or converted. This data was then fed directly back into Google Ads weekly to optimize and drive conversions.
Thrive’s focus on metrics and adaptability resulted in higher CTR and conversion rates. Not only that – the company referred Thrive to a related service business, resulting in a new client relationship with another local company in the home services industry.
This referral underscored the client’s satisfaction with Thrive’s work, as well as the broader trust in Thrive’s approach to lead generation.
