Septic Cleaner Case Study

Nobody Likes a Clog

For nearly four decades, one of Foremost Media’s clients — who wishes to remain anonymous — has been formulating and providing 100% natural biological products that accelerate the digestion of complex organics. Their eco-friendly formulas keep things like septic tanks and wastewater treatment products running clear and smooth.

Client Back Story

The company’s pay-per-click (PPC) marketing was in disarray. Between 2014 and 2020, they went back and forth between managing their own PPC campaigns and utilizing an agency to run them. The results often mirrored that inconsistency. 

Building Trust in PPC Campaigns

In September 2020, Foremost Media hired a new Digital Marketing Specialist experienced in PPC campaigns. This presented an opportunity for a thorough review and analysis of the client’s campaign performance inconsistency. Foremost made some recommendations and began tracking PPC data such as total ad clicks, ad costs, click through rates, cost per click, and cost per conversion. The data was charted on a daily, weekly, and monthly basis and further broken down to gain a clearer understanding of success rate based on specific days of the week and by device (desktop, mobile, tablet).

Based on that data, Foremost assembled an extensive list of PPC recommendations designed to organize and optimize the client’s campaigns beginning in 2021. These included properly setting bids based on keywords, correctly formatting and expanding ad text and extensions, and honing in on targets based specifically on their location and device. 

Seeing Results

With Foremost Media fully in control of the client’s PPC campaigns, revenue increased 1.5% — not a huge jump, but notable given the cost to get there has plummeted. Compared year-over-year to January-May 2020, the client decreased advertising spending 37.5%. Because of keyword and campaign optimization, the client’s ads saw 70% fewer clicks in 2021 versus 2020, but were more effective at reaching target customers based on a 55% growth in return on ad spend (ROAS) and a 35% decrease in cost per lead. Instead of losing $0.08 for every dollar spent on advertising, the client is now generating $0.43 for every dollar. 

Foremost Media continues to work closely with the client to ensure PPC campaigns are successful. Having a client so invested in the process and willing to build trust, and an expert on the marketing team to build that relationship, has resulted in a successful partnership that has their PPC pipeline running more smoothly than ever before.

If you’re interested in learning more about how you can boost your sales through PPC advertising or looking to improve upon the results of your current campaigns, contact Foremost Media to learn more about how we can optimize your PPC strategies.

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