The Challenge
Harvey Jones designs and installs beautiful, bespoke, high-end kitchens, and has been delighting homeowners for the last 40 years. They had been trying to increase their lead flow but found that, whenever they increased their budget, cost per lead spiralled upwards.
They appointed DemandMore with the task of significantly increasing lead volume while reducing their cost per lead across paid search and paid social.
The Solution
We improved performance in three main ways. Firstly, we implemented a streamlined account structure to ensure we were supplying the bid strategies and AI-enhanced ad copy with as much data to optimise with as possible. This involved reducing the number of campaigns in the account from 330 to just 6. Previously, there had been around 10 campaigns with radius targeting for each of Harvey Jones’s showrooms, but our new campaigns targeted all of them together. The downside with this approach might have been giving up some control on flow of traffic to each showroom – but we found a workaround. We used a script to dynamically edit a largely lesser-known feature in Google Ads called Conversion Value Weightings, so whenever a showroom was running low on leads, the script would update the weighting to encourage Google Ads to send more traffic to the showrooms in need.
Secondly, we shifted to an omnichannel approach; integrating online data with offline data. Google Ads has a native integration with Google Maps data. With making a simple connection to a Google My Business account, Google Ads can start to record Store Visit conversions. This can feed data to the account to link paid ad interactions with showroom footfall, adding a much deeper understanding of the impact of Google Ads on the wider business, and helping us to target more relevant demographics.
Finally, we integrated postcode data into our targeting in a few different ways.
- We expanded targeting via drive time data. We used the Google Maps API to analyse drive time of existing customers to their showrooms, and found that people were willing to drive further than the business had originally anticipated.
- We targeted people who had just moved house. We used dynamic property sale data to identify postcodes with a particularly high current rate of property sales. (When people move into a new house, they often want a new kitchen!)
- We targeted wealthier demographics. We used net worth data by postcode to find the highest net worth postcodes within the catchment area of each showroom, as Harvey Jones kitchens are a premium product.
By cross-referencing drive time, property sale and net worth postcode data, we were able to aggressively target ideal locations in the Harvey Jones account.
The strategy delivered our client’s best-ever year in the account’s 20 year history in 2023, in terms of lead quality, lead volume and cost per lead.