HELIX HOUSE CASE STUDY PARKER-SONS - Helix House

PARKER & SONS CASE STUDY

57% Increase in Phone Calls

THE WHO

Parker & Sons, a Phoenix based home services company specializing in HVAC, plumbing, and electrical installation, repair, and maintenance, is the protagonist of our story. With a forty-year history servicing homes in the Valley of the Sun, they came to us with a strong existing brand, leveraging a broad, wide-reaching traditional advertising campaign which utilized billboards, commercials, and other forms of media to promote awareness

Despite being a well-known and trusted brand, Parker & Sons was having
difficulty achieving success with digital advertising campaigns. Enter the next character pivotal to our tale, Helix House. If Parker & Sons is the protagonist of the story, you can call us the spirited, congenial, hardworking, wise-cracking sidekick who helps the main character look good and triumph over all odds.

471%%

INCREASE IN CALL VOLUME (PLUMBING)

73%

REDUCTION IN AVARAGE CPA (PLUMBING)

3522

ADDITIONAL HVAC CALLS

THE WHAT

We began as we always do, by sitting down with Parker & Sons to specifically establish their goals and the metrics for success. For Parker & Sons, success was about increasing incoming call volume for their HVAC and plumbing divisions. while carefully managing cost-per acquisition (CPA) and improving their organic presence.

Following deliberation between Parker & Sons and our professional team, we decided to segment their goals into three distinct, measurable categories:

1. HVAC Leads
2. Plumbing Leads
3. Increase Overall Organic Presence

HVAC SUCCESS

Before coming to Helix House, Parker & Son’s primary focus was placed on traditional advertising. This meant that they were missing out on a large segment of the population who primarily utilized technology and the Internet when making purchasing decisions. An online presence is crucial to any business’s current and future success. Parker & Sons preexisting pay-per-click (PPC) campaigns were in poor shape. We took over management of the campaigns with the mission of i mproving the overall volume of leads. However, we were given the strict mandate to maintain an average CPA below $65, a tough ask in an industry in which keyword terms often cost in excess of $200.

By creating balanced campaigns, and by providing
close, daily management, we were able to achieve
just that. Our success in this area of the campaign
is best reflected in the total number of phone
calls that Parker & Sons received throughout the
implementation of the strategy.

Looking at the first six months of the campaign from January-June of 2015, Parker & Sons received a total of 2,663 phone calls. Likewise, the graph also illustrates a gradual increase in the number of phone calls received with progression in each month we worked on the Parker & Sons HVAC campaign.

The campaign showed even larger success
throughout January-June 2016. During this
six-month time frame, Parker & Sons received
a total of 3,522 phone calls. This reflects a
32.26% increase in the total number of phone
calls from the six-month period of 2015 to 2016.
The average number of phone calls over these
two, six month periods showed constant growth,
indicated by a 32% improvement between 2015
and 2016.

In addition to the overall increase in total calls
received, our campaign
showed impressive and gradual month-to-month
improvement. This is most prominent when
looking at the last three months of the six-month
duration between 2015 and 2016.

These graphs demonstrate a 14.30%, 56.40%, and 57.29% increase in number of calls per month between 2015 and 2016, respectively. This impressive increasing in total call volume during the most competitive months of the year was accomplished while staying well below the established CPA cap of $65. In fact, the average CPA per-month through summer was $46.44, $32.12, and $30.85, respectively for May, June, and July.

Over the course of one year, Helix House was able to deliver high-value leads, dramatically increase overall call volume, while carefully controlling CPA, keeping it well below the established limit set by the client.

PLUMBING SUCCESS

Parker & Son’s goals in the plumbing sector were similar to those established in the HVAC sector, but without a cap placed on CPA. This was in part because Parker & Sons had no previously existing digital campaigns generating leads for their plumbing sector. Helix House’s management began on July, 7.

As with the HVAC sector, we made use of in-depth key-word researched to create a balanced campaign focusing on flexibility. The new campaign provided immediate return, generating 126 inbound leads in the first month. And that was just the beginning. Our first task had been creating a new source of inbound leads. Our second task was to improve the quality of the campaign. Through close, daily management, and experimentation directed by our analytics and strategy teams, we set about refining the campaign. The two primary metrics for success were measured in total calls and average monthly CPA. Below, we have charted the progress of each over the course of the campaign.

As indicated on the graph to the right, through the creation of the campaign in July, 2015 to June, 2016, there was dramatic improvement in the total number of phone calls Parker & Sons received regarding their plumbing services. In just under a year, Helix House increased incoming call volume by 471%. This was complimented with a sharp reduction in average CPA per-month, as depicted in the graph below. Over the same period of time, Helix House reduced Monthly Average CPA by 73%.

The plumbing campaign was regarded as an immense success. Not only did Parker & Sons have an all-new source of inbound plumbing leads which returned 594 calls in the month of June alone, but the Helix House managed digital campaigns had an averaged CPA below that of any of Parker & Sons’ other advertising and marketing mediums.

ORGANIC IMPROVEMENT

For Parker & Sons, the final piece of the puzzle was to see an increase in their overall organic presence. Luckily for them, this was something we specialized in. For Parker & Sons, our organic strategy included local optimization, onsite optimization, and content creation.

Onsite optimization was the biggest task facing us. We created fresh content pages, implemented proper keyword meta tags based on keyword research, created a new sitemap, interlinking the site for indexing, and performed on-page optimization. We also implemented a new content strategy focused on blogging, providing Parker & Sons with high-quality, professionally written posts on a regular basis. The result of the strategy was just the type of organic increase Parker & Sons was looking for. New sessions increased by 30%, average session duration increased by 8.55% and the site’s bounce rate decreased by 12.79%. The Parker & Sons website was receiving a higher quantity of new visitors, and visitors to the site were spending more time immersing themselves in Parker & Sons online brand. Parker & Sons’ website began gaining traction, and has not looked back since.

CONCLUSION

By partnering with Helix House, Parker & Sons dramatically increased the volume of leads inbound for their HVAC and plumbing divisions and gained impressive organic footing. Or, as Josh Kelly, CMO at Parker & Sons said, “we are almost too busy now.” Parker & Sons regarded the campaign as resounding success. We here at Helix House, couldn’t agree more. We treat our clients like partners, and are not just committed to the success of the campaign, but the success of their business as a whole. To learn how Helix House can help your business reach the next level, reach out to us today.

471%%

INCREASE IN CALL VOLUME (PLUMBING)

73%

REDUCTION IN AVARAGE CPA (PLUMBING)

3522

ADDITIONAL HVAC CALLS

BECOME OUR NEXT CASE STUDY.

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BECOME OUR NEXT CASE STUDY.

Fill in the form below and get in touch with us. We will schedule a FREE consultation thats convenient to you and can be carried out via phone, digital conference call, or in-person.