CallRail Case Studies How one home services customer lowered their cost per lead with Form Tracking

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	How one home services customer lowered their cost per lead with Form Tracking CallRail

How one home services customer lowered their cost per lead with Form Tracking

CallRail

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Buildings
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	Lea Anne Roberts from Reliable Heating & Air had an idea to bid on new keywords around “leasing equipment” for the company's search engine marketing (SEM) efforts. These were inexpensive words that competitors were not bidding on because, at the time, financing heating and air equipment was not seen as a well-searched service. However, her managers were skeptical of this new direction. They didn’t see value in bidding on these keywords and questioned the quality of leads they would produce on a small, local level. Lea Anne decided to prove the value of her idea by running a form submission only campaign using CallRailʼs Form Tracking tool to test the number and quality of the leads generated. Read More
About Customer	Reliable Heating & Air is a local company that provides heating and air equipment services. The company was skeptical about the idea of bidding on new keywords around “leasing equipment” for their search engine marketing (SEM) efforts. The keywords were inexpensive and not being bid on by competitors, as financing heating and air equipment was not seen as a well-searched service at the time. Lea Anne Roberts, an employee of the company, believed in the potential of these keywords and decided to prove their value. Read More
Solution	Lea Anne Roberts decided to test her new keywords and the quality of the leads they would produce on a local level by using CallRailʼs Form Tracking and custom form builder. Using Form Tracking custom form builder, she quickly and easily built a form and embedded it on her paid ads landing page (using a form only, no phone number). Since CallRailʼs Form Builder is easy to use and implement, Lea Anne didnʼt need the help of a development team member. In less than a few hours, she was up and running. Using Form Trackingʼs Quick Response feature, she set up notifications for the program, so every time a lead filled out a form, she received a notification delivered straight to her inbox. Lea Anne would then push the contactʼs information and request directly to the area sales manager for lead follow-up. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Buildings

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

Lea Anne Roberts from Reliable Heating & Air had an idea to bid on new keywords around “leasing equipment” for the company's search engine marketing (SEM) efforts. These were inexpensive words that competitors were not bidding on because, at the time, financing heating and air equipment was not seen as a well-searched service. However, her managers were skeptical of this new direction. They didn’t see value in bidding on these keywords and questioned the quality of leads they would produce on a small, local level. Lea Anne decided to prove the value of her idea by running a form submission only campaign using CallRailʼs Form Tracking tool to test the number and quality of the leads generated.

About Customer

Reliable Heating & Air is a local company that provides heating and air equipment services. The company was skeptical about the idea of bidding on new keywords around “leasing equipment” for their search engine marketing (SEM) efforts. The keywords were inexpensive and not being bid on by competitors, as financing heating and air equipment was not seen as a well-searched service at the time. Lea Anne Roberts, an employee of the company, believed in the potential of these keywords and decided to prove their value.

Solution

Lea Anne Roberts decided to test her new keywords and the quality of the leads they would produce on a local level by using CallRailʼs Form Tracking and custom form builder. Using Form Tracking custom form builder, she quickly and easily built a form and embedded it on her paid ads landing page (using a form only, no phone number). Since CallRailʼs Form Builder is easy to use and implement, Lea Anne didnʼt need the help of a development team member. In less than a few hours, she was up and running. Using Form Trackingʼs Quick Response feature, she set up notifications for the program, so every time a lead filled out a form, she received a notification delivered straight to her inbox. Lea Anne would then push the contactʼs information and request directly to the area sales manager for lead follow-up.

Impact #1	The digital ads produced quality leads.
Impact #2	These keywords were driving new business.
Impact #3	Reliableʼs lease and warranty campaigns are some of the lowest cost-per-lead campaigns.

Impact #1

The digital ads produced quality leads.

Impact #2

These keywords were driving new business.

Impact #3

Reliableʼs lease and warranty campaigns are some of the lowest cost-per-lead campaigns.

Benefit #1	The cost per acquisition possible was $15.15 per lead.

Benefit #1

The cost per acquisition possible was $15.15 per lead.

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Overview

How one home services customer lowered their cost per lead with Form Tracking

Operational Impact

Quantitative Benefit