Case Study:
Harrison Boiler & Install
Case Study:
Harrison
Boiler & Install
Client / Company:
Service:
Outsourced Marketing Department
Industry:
Construction
Location:
South East England
Turning up the gas on lead generation for UK-based boiler installation company
Harrison Boiler + Install are a boiler installation and repair company working in the Kent area. They approached Mitchell & Stones with the aim of decreasing their cost per lead by at least 40%, a challenging goal in a competitive and saturated market. With a keen understanding of their concerns and market dynamics, we developed a comprehensive campaign strategy to help them achieve their objectives.
What we did:
Social Media Management
PPC
(Pay-Per-Click)
Email
Nurturing
Graphic
Design
Before working with us, Harrison Boiler + Install faced the following challenges:
- High cost per lead: Difficulty in acquiring new customers due to high cost per lead.
- Competitive market landscape: The market competitiveness posed hurdles in customer acquisition efforts.
- Uncertainty in hiring internal marketing employee: Unsure about effectiveness and result guarantees of hiring internal marketing personnel.
Our Solution:
-
Strategy:
Our strategy focused on precision and efficiency in lead generation through targeted Google Ads campaigns. We hyper-targeted specific geographic areas to maximise budget utilisation and crafted compelling ad copy to drive conversions. -
Implementation:
We executed the strategy in phases, starting with a restricted geography and gradually expanding reach based on campaign performance. Continuous monitoring and adjustment ensured optimal conversion rates, supported by seasonal ad extensions and offers to capitalise on demand peaks.
-
Diverse Content Calendar:
Curated a varied content calendar that showcased the team and highlighted different products as the suitable time of year. We also managed social media channels (Instagram, LinkedIn, Facebook), strategically posting engaging content three times a week on each platform. -
Social Proof:
To increase social proof, we empowered the HB+I team to request customer reviews upon completion of their work through scannable business cards and tracked UTM links, creating an internal competition and thus the drive to gather more reviews. -
Targeted Email Campaigns:
We segmented Harrison Boiler + Install's email list and nurtured both existing clients and leads with tailored newsletters reflecting their specific interests.
Results
first two months:
256%
Increase in clicks
first two months:
525%
Increase in conversions
first two months:
30%
Decerease in cost/conversion
first two months:
585%
Increase in phone calls
first two months:
256%
Increase in clicks
first two months:
525%
Increase in conversions
first two months:
30%
Decerease in cost/conversion
first two months:
585%
Increase in phone calls
These results not only exceeded expectations but also contributed to significant revenue growth for Harrison Boiler + Install. The high conversion rate demonstrated the effectiveness of our strategy in generating valuable leads within a short timeframe.
Analysis and Insights:
-
Key Insights:
The success of the campaign underscored the importance of precision targeting and compelling ad copy in lead generation. The ability to adapt and optimise strategies based on real-time performance data was crucial in achieving desired outcomes. -
Challenges Faced:
Overcoming initial scepticism from the client regarding the feasibility of reducing cost per lead while maintaining lead quality required transparent communication and data-driven evidence of progress.
Conclusion
Through a strategic blend of digital marketing channels, we successfully amplified Albion Computers’ cashback offer,
driving both engagement and conversions. The campaign not only met but exceeded expectations, demonstrating the value of a tailored, multi-channel approach in achieving marketing objectives.
