Office and cottage renovation.

Background

We had previously worked with Alliance Group on apartment renovation. After the advertising campaign launched, Alliance Group recouped their ad budget in 23 days

We had previously worked with Alliance Group on apartment renovation. After the advertising campaign launched, Alliance Group recouped their ad budget in 23 days

We had previously worked with Alliance Group on apartment renovation. After the advertising campaign launched, Alliance Group recouped their ad budget in 23 days

After the successful launch of the apartment renovation campaign, Alliance Group came back to me to set up an advertising campaign for the renovation of cottages, offices and commercial premises.

Before launching any advertising campaign I always analyse the niche and study how competitors promote themselves. This time I didn’t find a single good landing page. Meanwhile, in this niche full websites always bring the most profit, but landing pages provide a quick start. The competitors had ordinary multi-page websites of renovation companies.

Objective

Build a steady flow of enquiries for cottage and office renovation.

Build a steady flow of enquiries for cottage and office renovation.

What we did

I suggested that Alliance Group build a landing page instead of a website. Once the structure and design were agreed, I created 2 landing page prototypes and handed them over for front-end development.

I suggested that Alliance Group build a landing page instead of a website. Once the structure and design were agreed, I created 2 landing page prototypes and handed them over for front-end development.

I suggested that Alliance Group build a landing page instead of a website. Once the structure and design were agreed, I created 2 landing page prototypes and handed them over for front-end development.

In the end we made 4 sites: 2 regular landing pages (for cottage renovation and for office and commercial premises renovation) and 2 more quiz landing pages on the same topics.

Well-designed quizzes, and experimenting with them, really help attract new leads and ultimately increase conversion.

Then the actual work of setting up the advertising campaign in Yandex Direct and Google Ads began.

Enquiries started coming in during the advertising campaign. The flow was steady, but each enquiry cost more than the client and I would have liked.

In such cases I often rework the messaging on the landing page that builds trust with a potential client. So I decided to completely redo the completed projects block and the reviews block. This lowered the cost per enquiry, if only slightly. And conversion grew by 1.2%

Then, looking for ways to bring the cost per enquiry down further, I listened to the recordings of the managers’ calls that I was given and recommended rewriting the script slightly.

From that point on, enquiries started arriving at a price we were happy with.

Result:

a) Office renovation

a) Office renovation

In 77 days:

Enquiries - 341

Cost per enquiry - ₽593 and ₽1,231 

Average order value - ₽1,200,000 

Payback - 7 days

b) Cottage renovation

In 71 days:

Enquiries - 219

Cost per enquiry - ₽834 and ₽1,879

Average order value - ₽1,700,000 

Payback - 22 days

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