Lead Generation for a Door Company: The Cost of Lead Is Only $47.83

Client: ROMMAX Canada Doors
Industry: Residential door manufacturing
Project start date: March, 2023
Duration: ongoing

Quick Summary

In this case study, we're going to explain why it is important to first create a high-conversion landing page (or one-page website), and only then proceed to setting up and launching a PPC ads campaign. Here's how we managed to establish a stable lead generation process for a door factory in Mississauga.

Background

ROMMAX Canada Doors is an exterior door manufacturer based in Mississauga, Ontario. The company specializes in the manufacturing and installation of residential steel and fiberglass entrance doors, as well as patio doors and garage doors.

Thanks to our PPC management services, the company was able to reduce the cost per click (CPC) by 70% and get to a point where they now receive several leads per day – all of that done on a highly modest budget.

PPC Campaign Results

• $5.11 – average cost per click (CPC) in a search campaign
• $1.53 – average cost per click (CPC) in a media campaign
• $47.83 – average cost per conversion

The Challenge

For over 8 years, the client has been providing door manufacturing and installation services, acquiring new customers mainly through offline channels. When they approached us at Zwebra with a request to set up ads to help them acquire new customers online who could be interested in supplying and installing residential exterior doors. 

After analyzing the specifics of the client's business using our experience in digital marketing, we recommended developing a one-page high-conversion website and using the Google Ads platform (search campaigns and remarketing) to quickly draw traffic and do audience retargeting. If you’re looking for more information on the subject, read our tips to get more leads with a high-conversion landing page.

This was complicated by the very high level of competition among door manufacturers and installers in the Greater Toronto Area. We approached this challenge by developing a one-page website (landing page) and effectively setting up ad campaigns – more details below.

How did we manage to do it and what tools did we use? Read on to find out!

Lead Generation Strategy for a Door Company

• Creating a high-conversion landing page for lead generation 
• Setting up Google Analytics 4 
• Conversion tracking setup 
• Search campaign setup 
• Remarketing setup 
• Call tracking setup

Our Solution

Developing a high-conversion landing page (one-page website)

When we start working on a new project, our first step is to study the customer journey. Before we can figure out HOW they will get to the site, we need to understand WHAT they will see there, WHAT will prompt them to submit a request, place an order, or call the manager.

We offered the client to develop a one-page website with a custom design so that we could present the company's services and products through texts, images, and videos. Another important factor was adding information about the client's experience and competitive advantages, products and their quality, and then leading the site visitors logically to a web form, where they could enter their data.

Our copywriter came up with the USP (unique selling proposition), and the graphic designer created a website layout.

Setting up Google Analytics 4

When working on a project, we always focus on the key metrics and how our actions change them: total website traffic, the number of visitors from different traffic sources, and the number of events and time that visitors spend on the website. These and many other indicators can be tracked via Google Analytics 4. That’s why we set it up first, before all further settings.

The information we obtain through Google Analytics helps us to optimize the website and marketing campaigns, improve the user experience and increase conversion.

Conversion tracking setup

This metric helps to determine which traffic sources bring the biggest profit, as well as optimize promotion strategies to increase conversion and get the maximum ROI.
Conversion on the landing page can include various actions, such as: 

• Submitting a web form
• Leaving your contact information
• Watching a video 
• Visiting a particular web page

Tracking these conversions helps to determine how effective a landing page is in attracting and retaining the target audience.

Search campaigns

When we were looking for effective marketing tools for the ROMMAX Canada Doors project and to attract potential customers, we settled on Search campaigns in Google Ads.
Here, we used an integrated approach:

1. Developing the ad campaign structure
2. Working out the semantic core of search queries to attract only targeted traffic
3. Optimizing the ad display schedule
4. Applying automated bidding strategies
5. Constantly adding search queries and negative keywords, making adjustments for specific audiences with the biggest potential for conversion

Search campaigns from Google Ads are an effective way to deliver your message to potential customers at the moment they’re searching for information about the products or services you offer. Search campaigns allow you to: 

• fine-tune targeting
• optimize your budget
• measure results

This makes Google Ads a powerful tool for increasing brand visibility, attracting traffic to the site and increasing conversion.

Since the campaign budget for this project was rather limited, we focused on lead generation in the city where the client’s production and showroom are located, and also included four nearby towns in the Greater Toronto Area.

Remarketing

Remarketing is the next step to maintain the interest of website visitors. Using remarketing in Google Ads allows you to effectively deliver your message to people who have already visited your site or performed certain actions.
This allows you to: 

• re-attract the attention of potential customers
• remind them of the product or service
• motivate them to perform the desired action (filling out a form, in our case)

Remarketing also helps to increase conversion and ROI due to more accurate and personalized impact on the audience.

Call tracking

When working on a project, we prefer not just to reach the goals one by one, but to analyze them as effectively as possible and adjust them if necessary.

We recommend our clients to use call tracking, which helps to track requests through phone calls and evaluate the efficiency of the sales department.

It also allows you to evaluate which traffic sources lead to more calls, determine the most effective advertising channels and optimize the marketing budget. By analyzing call tracking data, you can understand the needs and preferences of your audience, as well as improve customer service and increase the conversion of calls into sales.

Results

As a result of our cooperation, the client received a profitable channel for attracting customers. On average, Google advertising brings 2 new customers per day, which is an excellent result for such a highly competitive niche.

We achieved an average click price of $1.53 CAD in a media campaign and $5.11 in a search campaign. At the same time, the average conversion price is $47.83, which is an excellent metric for a business in such a competitive niche as door manufacturing.

 

If you own a windows and doors business, let us help you turn your PPC campaigns into the ultimate lead generation tool. Fill out our Google Ads brief to get started today.

Also, make sure to check our SEO for window and door company case study.