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330 Leads for Toiture RMS With a Small Advertising Budget

330 leads generated through Google Ads in 2022!

Context

Founded more than 30 years ago, Toiture RMS specializes in roof replacement, repair, and snow removal for residential, commercial, and industrial properties.

For roof replacement and repair services, the company begins preparing its work season as soon as the snow melts. This period starts in the spring and runs through the end of the fall. It is a crucial time of year for the business, as the goal is to secure enough contracts to keep crews busy until weather conditions no longer allow work to be carried out on rooftops.

Toiture RMS therefore turned to Bridge Media for support during this critical period.

Once again, the numbers show that Bridge Media successfully generated interest for its client by adapting its strategy to the company’s needs and market context. At scale, this interest translated into quote requests and, ultimately, new contracts. A relatively modest investment with strong returns!

Results in figures

  • 2022 season: March to October 2022
  • Total advertising investment: $6,314.78
  • Impressions: 40,832
  • Number of clicks: 1,913
  • Average cost per click: $4.19
  • Direct calls generated through Google Ads: 244
  • Estimate requests submitted on the website directly from Google Ads: 86

A strategic deployment

Project Challenges

  1. Attracting truly qualified prospects
    The goal was not simply to generate traffic or visibility, but to bring in relevant potential customers for high-value services, particularly premium landscaping and commercial snow removal.
  2. Working with low search volume for commercial snow removal
    Strictly commercial searches were limited. The strategy therefore needed to broaden keyword targeting while avoiding wasted budget on residential inquiries.
  3. Preparing the landscaping season before spring
    For high-end projects, the challenge was not to wait until the beginning of the season to generate demand, but rather to build awareness and audiences several months in advance.
  4. Recruiting enough staff to support the season
    The company needed to generate a high volume of applications while limiting low-quality submissions and spam so the HR team would not be overwhelmed.

Strategies Implemented by Bridge Media

  1. Full-funnel Meta strategy for premium landscaping
    Six traffic campaigns were deployed according to the different stages of the season:

    • awareness in the fall;
    • audience warming during the winter;
    • retargeting and lookalike audiences in the spring and summer.
  2. Google Ads campaigns adapted to low commercial search volume
    Broader keywords were used to increase reach, while the ads clearly emphasized the commercial nature of the service in order to filter out residential searches.
  3. Retargeting audiences built earlier in the funnel
    Audiences that had interacted with the brand during the fall and winter were retargeted in the spring, allowing the company to enter the season with prospects who were already familiar with the brand.
  4. Meta recruitment campaigns with built-in qualification
    Instant forms with open-ended questions were introduced to increase application volume while improving candidate quality and reducing spam.
  5. Continuous optimization based on lead quality
    Campaigns were adjusted not only based on cost and volume, but also according to the quality of the leads, applications, and interactions generated.
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