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CASE STUDY :: Spectrum Basement Builders, Inc.
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Construction Company Reaches Top Level Performance from Pay-Per-Click
Basement Builders, one of Chicago's top finishers in lower-level renovation, was acquired last year by a company known for its dedication to customer service and aggressive business strategies.
Cory Hansen, named marketing director for the new subsidiary, saw great potential to reach Basement Builders's target audience on the Internet. He knew Basement Builders's clients would be well-educated, technically savvy professionals who would turn to the company's Web site as a first introduction. These would be people who appreciated the time they saved by having their initial questions answered on the site, and seeing some examples of the builder's work.
Starting from scratch, Hansen and the Whoast team built a Web site that reflected Basement Builders's attention to detail and customized capabilities. It represented the perfect first impression for their high-end clientèle.
Now, it was time to get the site noticed and reach those potential homeowners.
Whoast created a strategic pay-per-click campaign that, in its first six weeks, generated more than 20 new leads. Those leads translated into several new contracts, and quickly made the PPC campaign well worth Basement Builders's investment.
"We needed a new opportunity for sales leads, and we had done the Yellow Pages and newspapers already," Hansen said. "We wanted to try a different avenue that allowed us to track our progress and make a solid comparison. That's exactly what we found with pay-per-click."
Basement Builders was able to identify the type of client they wanted to target, and reach that audience with accuracy.
"The results have been phenomenal," Hansen said. "It is something I would recommend for any business trying to reach a specific group and translate that into a sale."
Web Site: http://www.basement-builders.com
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