I launched and optimized multiple campaigns for a tree service company and their wood products.
Budget
The total ad spend was 2-3 thousand dollars per month. Many ad platforms were tried, the most effective being Google Local Services Ads, Google Search Ads, and Facebook Ads.
PPC Research & Optimization
Keyword research and a review of competitors ads preceded any search campaign. Tools used included SEMRush and Google keyword planner. I optimized the various Google Ads campaigns by adding Sitelinks and visual assets, defining negative keywords, headline and landing page testing, and seasonal bid adjustments. Social media campaigns were optimized using A/B testing and monitoring individual ad performance.
Tree Services Ads
Google Local Services, Google Search Ads, and Meta Ads campaigns were all used to drive traffic and sales to the company’s main website for tree services. Conversions were measured by the completion of a “free estimate” service request form, and by clicks to the phone number on the website. Cost per action was then calculated.
Google Ad campaigns were also created for different cities in the service area. Ad sets were created for specific services, leading to corresponding landing pages customized for the location and service. When possible landing pages included video content of service done in the area.
When Google Local Services became available is the local market, I got the company registered and began running ads while bids were still low. Overall these ads gave the best ROI of all digital marketing efforts.
Mulch E-commerce Ads
Google Search Ads, Display Ads and Facebook Ads were used to sell bulk mulch products online for local pickup and delivery. Campaigns were run seasonally.
Search vs Social
To measure the effectiveness of these two paid advertising channels, I used a custom Google Tag and Google Analytics to calculate the customer acquisition cost from paid search versus paid social campaigns. This helped determine future digital marketing budget allocations.