Drag
MINNEAPOLIS
MINNESOTA
Ambitious water heater installer based in Minneapolis, MN.
Before we built any marketing assets, we met with Ray Snesrud, CEO of Water Heaters Now, and his team to propose a new messaging strategy. Throughout that process, we outlined new messaging for testing on both the website and in campaigns. Together, we came up with a new brand promise that would distinguish them from other companies:
Same-day install if you call before 2 pm.
This messaging was implemented throughout their entire site and all ads. As a result of the new messaging, there’s been an incredible 75% increase in sales and their cost per conversion reduced 125% for all lead generation efforts.
Once the brand messaging was defined, we built an entirely new website from scratch. We created a sitemap based on high-intent search terms so that the website would capture converting traffic at launch. We then moved to wireframe, design, write, and develop the website.
We rebuilt the Google Ads account for Water Heaters Now with entirely new ads, landing pages, and messaging. We also integrated call and form tracking so that we’d have accurate conversion tracking. During our implementation process, we discovered that the previous agency had been misattributing advertising conversions to include organic conversions. This helped make the agency look good, but hurt Water Heaters Now’s paid media efforts because Google wasn’t able to fully optimize the account due to bad data.
In the year we’ve been working with Ray and his team, we’ve driven down the cost per conversion by 125% from the previous agency's benchmarked performance.
As our paid media efforts matured, we determined it was vital to gain an understanding of how the ad spend actually resulted in closed business. But the challenge was they used a variety of disparate systems to track leads and jobs closed. We integrated with their payments processor, CRM, and call tracking so that we can get a true return on advertising spend based on true revenue. Our goal was to get the most accurate tracking possible for a sale. We are able to show which specific ad we’re running directly resulted in a sale. This type of tracking allows an unprecedented amount of specificity and certainty when it comes to determining how to go about marketing and how to prioritize the marketing budget. This is what we mean by “true return on ad spend”. This system required minor operational changes but provides us and Water Heaters Now with actionable data on what searches, keywords, and marketing efforts result in business.
We started implementing SEO best practices on the site to boost traffic through blogging, internal linking, and technical optimization. Our efforts resulted in a 98.95% increase in organic website visitors. Our monthly blogs continue to drive new visitors to their site and the massive uptick in organic traffic has allowed Ray to take advantage of the national traffic they’re now seeing.
Quarter-on-quarter revenue growth
Reduction in cost per conversion since signing on
Quarter over quarter increase in average click through rate
Quarter over quarter increase in total clicks
Quarter over quarter increase in organic visitors
“We’re growing faster than we ever have thanks to Coefficient. We feel like they are true partners in our business."
