Chem-Dry booked more cleans from the same searches: conversions up 55%

Local demand, network-wide

A cleaning network wins or loses in each suburb it serves. People search for a type of job in their area, and want to book quickly.

The changes

• Search by catchment. Campaigns were split by territory and by the kind of job, whether carpets, rugs or upholstery. The account mirrored the network's territories, so each catchment could be read on its own.
• Pages built for booking. Landing pages were rebuilt around three actions: get a quote, call, or book. Each path had friction removed so visitors could do what they came to do.
• Counting bookings. Reports tracked conversions as the stand-in for booked jobs, not sessions or impressions.

The result

Conversions went up 55%. When a new franchise launched using the same method, it returned 6:1 on investment.

This was a paid search engagement. The same thinking applies to organic: match pages to local searches and make booking easy. See our SEO service.