116 crane truck hire leads.

Background

I met the client after he found my contact details on one of my own landing pages. He called, and we arranged a meeting.

I met the client after he found my contact details on one of my own landing pages. He called, and we arranged a meeting.

I met the client after he found my contact details on one of my own landing pages. He called, and we arranged a meeting.

The project: crane truck hire for transporting building materials. I found that the niche is highly competitive and the auction overheated, with a click costing ₽600, so the forecast cost per lead was around ₽2,400.

The client decided to give it a try, but asked to bring the cost per lead down to at least ₽2,000.

The task

Generate leads for crane truck hire in the construction niche at a cost per lead of no more than ₽2,000.

Generate leads for crane truck hire in the construction niche at a cost per lead of no more than ₽2,000.

Generate leads for crane truck hire in the construction niche at a cost per lead of no more than ₽2,000.

What was done

I analysed the niche and the competitors thoroughly. The client was a great help, sharing his experience and ideas and quickly providing all the information needed.

I analysed the niche and the competitors thoroughly. The client was a great help, sharing his experience and ideas and quickly providing all the information needed.

I analysed the niche and the competitors thoroughly. The client was a great help, sharing his experience and ideas and quickly providing all the information needed.

Next I made a prototype and handed it over for coding. The result was a very strong landing page, both in terms of design and in terms of marketing.

After approving the landing page with the client, I set up advertising campaigns in Yandex Direct and Google Ads and connected call tracking and A/B testing based on Google Optimizer.

Cheap leads started coming from Google straight away. Yandex took some tinkering. But in the end, conversion from both Google and Yandex reached 25% each.

I then noticed that customers preferred to call rather than fill in a form.

So in Google I built a separate campaign that shows only a phone number, and only on mobile devices.

Tapping the ad places a call straight away.

At the same time I worked on optimising the Yandex Direct campaign.

As a result, the cost per lead for crane truck hire was brought down to ₽125, with 16 leads a week.

There was a very interesting moment during the campaign: lots of people called asking to hire crane trucks to move site cabins, but the client wanted to focus on construction niches and transporting building materials.

So I went through the campaign again and found that 2 ads in the Yandex Advertising Network featured a picture of a crane truck loading a site cabin. We replaced it with a picture of a crane truck carrying building materials, and enquiries started coming in specifically for transporting building materials.

Final landing page conversion rate — 20%

The work is currently on hold because the client cannot keep up with the enquiries, but we are working with him on other projects.

Results:

Over 61 days:

Leads — 116 (71 from Yandex Direct and 45 from Google Ads)

Cost per lead — ₽475 from Yandex Direct and ₽304 from Google Ads

Average order value — ₽9,000 

Payback — 13 days

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