How Connected TV slashed costs and spiked conversion rates
Home Services
Growth
Services Used:
The issue
In the competitive Phoenix home services market, relying solely on Search ads was yielding diminishing returns. They needed a new strategy to reinvigorate engagement.
The goals
Lower the average cost-per lead (CPL) on Google and Bing
Improve the efficiency of their existing search traffic
Drive brand recognition that would pay off in downstream conversions
The approach
The SearchKings team deployed a targeted SKTV (Connected TV) campaign ($5,000/mo) to target local homeowners. The strategy was built on the hypothesis that increasing brand recall would make search ads more effective over time.
Flight 1: The "Ramp Up"
Performance: During the initial launch, results were flat. The PPC Cost Per Lead actually saw a slight "bump" as the campaign struggled to gain traction.
The Pivot: Rather than cutting budget due to the slow start, Kyle Brewer authorized a renewal, understanding that saturation takes time.
Flight 2: The "Pay Off"
Performance: The renewal period marked the turning point. As brand familiarity solidified, the "Halo Effect" activated. Users searching for plumbing services now recognized the brand from TV, leading to higher click-throughs and much higher conversion rates.
The results
This case study illustrates that brand awareness is a cumulative investment, not an overnight fix. The data confirms that the initial investment in Flight 1 was necessary to prime the market for the success of Flight 2. The drastic increase in conversion rates (up to 73% on Bing) indicates that the SKTV ads successfully warmed the audience, making them significantly more likely to convert when they eventually searched for a plumber.
73% Conversion Rate Increase on Bing
137% Reduction in CPL Since Launch
18% Conversion Rate Increase on Google
Contact Us
We simplify lead generation so you can focus on growing your business. Our internet marketing experts are always available to assist you with any of your issues, needs or requests. Even if you’re just looking for some friendly advice, please don't hesitate to contact us or give us a call.
You are under no obligation to make a purchase and we keep your personal information private and confidential. View our privacy policy.
Have a Google Ads account?
Get a free evaluation.
Get Started