How one home services customer lowered their cost per lead with Form Tracking
Customer Company Size
SME
Region
- America
Country
- United States
Product
- CallRail's Form Tracking
Tech Stack
- Search Engine Marketing
- Pay-Per-Click Campaign
Implementation Scale
- Departmental Deployment
Impact Metrics
- Cost Savings
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Buildings
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
Reliable Heating & Air is a local company that provides heating and air equipment services. The company was skeptical about the idea of bidding on new keywords around “leasing equipment” for their search engine marketing (SEM) efforts. The keywords were inexpensive and not being bid on by competitors, as financing heating and air equipment was not seen as a well-searched service at the time. Lea Anne Roberts, an employee of the company, believed in the potential of these keywords and decided to prove their value.
The Challenge
Lea Anne Roberts from Reliable Heating & Air had an idea to bid on new keywords around “leasing equipment” for the company's search engine marketing (SEM) efforts. These were inexpensive words that competitors were not bidding on because, at the time, financing heating and air equipment was not seen as a well-searched service. However, her managers were skeptical of this new direction. They didn’t see value in bidding on these keywords and questioned the quality of leads they would produce on a small, local level. Lea Anne decided to prove the value of her idea by running a form submission only campaign using CallRailʼs Form Tracking tool to test the number and quality of the leads generated.
The Solution
Lea Anne Roberts decided to test her new keywords and the quality of the leads they would produce on a local level by using CallRailʼs Form Tracking and custom form builder. Using Form Tracking custom form builder, she quickly and easily built a form and embedded it on her paid ads landing page (using a form only, no phone number). Since CallRailʼs Form Builder is easy to use and implement, Lea Anne didnʼt need the help of a development team member. In less than a few hours, she was up and running. Using Form Trackingʼs Quick Response feature, she set up notifications for the program, so every time a lead filled out a form, she received a notification delivered straight to her inbox. Lea Anne would then push the contactʼs information and request directly to the area sales manager for lead follow-up.
Operational Impact
Quantitative Benefit
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