PPC Management Case Study: CIA Counters

About the Company

Counter Intelligence is one of the mid-Atlantic’s top countertop fabrication and installation companies. They service the needs of both commercial builders, home centers and direct to consumer in MD, DC, and VA. They offer factory direct cabinets, flooring and fixtures, in addition to providing kitchen and bathroom remodeling services.

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Objectives

Expand the company’s direct to consumer line of granite countertop installation
Increase revenues
Decrease cost per acquisition of clients with the current advertising medium being television advertising
Consult with the company through a website redesign project with two other vendors

Services Utilized

400%

Web Leads Increase

70%

Web leads 70% less than television leads

Higher close rate from web leads

*within 6 months of the campaign launch

Project

Design

The URL Dr. consulted with Counter Intelligence and a third party web design firm during a complete redesign of the company’s consumer website. The URL Dr. completed a keyword research project that included analysis of the industry and the company’s competition. Custom page content was written and the pages of the site were optimized for search engine visibility. An aggressive Pay Per Click (PPC) campaign was designed and implemented by The URL Dr. The company also utilized industry specific opportunities online, such as Angie’s List.

The online marketing campaign saw web leads quadruple within six months. Not only did business increase substantially, but the web leads came in at 30% the cost of leads from a consecutively run television campaign. The client also experienced a higher close rate with the web leads due to the ability to closely target qualified customers within a geographically targeted area.