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In late 2019, Hulsey Environmental (Hulsey) expanded its business with professional Google PPC and SEO services after partnering with our digital marketing agency.
Hulsey was preparing to launch a new website to support its lead-generation plan. At the same time, the company had goals for an aggressive plan to expand its service territory by growing sales revenues.
Given that most prospective customers today perform online research before calling for services, Hulsey recognized they needed a trusted digital marketing partner to develop and manage a comprehensive search and PPC digital marketing strategy. So, they reached out to an award-winning, Atlanta-based PPC and SEO agency, AIS Media.
Our PPC SEO agency closely collaborated with the web development team to plan, develop, and execute a high-performance SEO strategy. This ensured every aspect of the website was developed to support the goal of achieving top Google SEO rankings for target keywords.
In addition, Hulsey empowered our PPC marketing team to assume management of its Google Ads campaigns. The result: an increase in leads and a subsequent reduction in lead cost after four months. Client-set KPIs were achieved within 30 days and performance continued to improve month over month.
A unique challenge of AIS Media’s SEO strategies was helping Hulsey market a “dirty” business to the mass public. Plumbing and waste management may not seem like glamorous businesses, but they are essential.
Understanding and measuring performance pre- and post-site launch was crucial to the success. Our SEO PPC management team set benchmarking data as KPIs to measure the new site’s effectiveness in critical areas such as keyword rankings, traffic, and lead data.
Prior to launch, our team completed technical SEO to ensure key organic ranking factors were considered, such as 301 redirects, mobile usability, site speed, SEO metadata, H1/H2 tags, image ALT tags, video optimization, word counts, and keyword densities.
A crucial first step in assessing a business’s online market value is understanding the keywords prospective clients use to find services. The research guided AIS Media’s SEO and content strategy to focus on Hulsey’s environmental and sustainability programs, such as recycling used cooking oil from restaurants into feed for livestock, fertilizer, and even biodiesel fuel.
To highlight this aspect of the business, AIS Media ran a PPC and SEO campaign to test results early on and feed informative conversion rate information to the SEO team for keyword evaluation.
Driven by data, the SEO team developed keyword-rich content around unique areas of the business: green pastures, crops, and fresh air to build a better environment for future generations.
Part of our PPC SEO services was sharing and refining keyword research; this is the most effective way to streamline efficiencies between organic and paid search for a powerful PPC management strategy. Collaboratively and in real time, combining data gained from PPC marketing and SEO fuels an efficient campaign with maximized use of ad spend and content resources.
Upon Google Ads takeover, the AIS Media team set its sights on relevant, high-intent keywords with the highest likelihood for conversion, categorized by three sections of PPC SEO services: industrial, commercial, and residential.
The next step was to set testing parameters to determine the results for new keywords based on ad spend. The tests led to pausing low-performance keywords and valuing the highest performing keywords to ensure Hulsey was getting the strongest results for their ad spend.
Over four months, daily calibration of keywords, ad copy, landing pages, targeting settings, and bid/budget modification became the recipe for a gradual increase in performance to help exceed monthly KPIs.
The pre- and post-launch SEO strategy helped Hulsey reach new heights on organic search. Peaking onto Google’s coveted page #1 within 4 months is statistically significant, as Google suggests the length of time to achieve an impact from SEO results can range 4-6 months.
AIS Media tailored the ad messaging to include keywords that were essential to people at home and in need of Hulsey’s services. This resulted in a promising 23.5% increase in leads after only four months working together.
Our strategic digital strategy paid off. Hulsey met crucial conversion KPIs while achieving a significant 42.4% reduction in lead cost from our PPC SEO services.
AIS Media is an award-winning digital marketing agency located in Atlanta specializing in digital strategy, SEO, PPC marketing, and social media marketing, which has been proven to lift brand awareness and sales revenue. Call today for a complimentary digital marketing consultation: 404-341-6723.
