Over the years we have worked with several clients in the professional services industry. One plumbing and HVAC company was enjoying success with their paid search campaigns, but our PPC team saw that there could be an opportunity to get better results.
The competition among other companies like it in the area had been heating up, but all of the ads showing up for plumbing or HVAC related services were extremely similar in wording and offer. There was a big opportunity to make some changes to the ad creative and stand apart from other ads in the space.
The results of the A/B test were astounding. The search ads offering immediate service substantially beat the performance of the discount coupon ads. The immediate service ads cost 34% less to run, improved conversions by 39% and lowered cost per lead by 24% over the discount coupon ads.
After running the test, our theory for why the immediate service ads out-performed the discount coupon ads is that shoppers intrigued by deals aren’t in a rush to hire or purchase. They are higher in the marketing funnel. People motivated by price more than immediate need are going to shop around to find the best deal before making a decision about who to hire. Even though the discount coupon ads had a 36% higher click through rate than the immediate service ads, all of those additional clicks led to an increased cost but not an increased conversion rate. When price is the most important motivating factor to a shopper, expect a longer path to conversion.
The superior results of the immediate service ads proved to us and our client that the primary motivator of shoppers who are feeling anxious and desperate for a solution to their plumbing or HVAC problem was to hire a service provider who could come by their home as quickly as possible. Providing a solution that prevented the process of calling around to numerous plumbers to find one available in that moment, our immediate service ads were the obvious and only solution advertised within the Google search engine results that catered directly to their needs.