How comprehensive promotion helped a car service to become profitable already in the second month of cooperation
Client
Car tuning service in Chicago (USA). The owner has an experience for 10+ years, but this is his first business in this niche.
At the time of our cooperation, the service was just opening, there was a prepared room and one hired employee (mechanic).
The owner himself was also directly involved in working with client orders.
But there were very few orders and only from friends. No advertising activity was carried out.
Project objective
Launch lead generation with the efficiency of one order per day with subsequent scaling as the service expands and employees are recruited.
It was especially important to achieve these results within 2 months and with a total budget of up to $4000-4500. This is due to the resources available to the client.
At the same time, there was an understanding that one contact with even a warm client would not be enough to make a sale, since the company (brand) did not yet have recognition and trust.
Therefore, a funnel for several touches was required:
1 – search traffic from Google for an example of a completed service or an article about this service;
2 – retargeting in social networks and the Google media network with a description of the benefits of performing a specific service in this company and an invitation to a consultation (CTA);
3 – retargeting in social networks and the Google media network with a special offer (CTA).
Solution
To meet the deadlines, it was necessary to work with potential clients for car tuning who are already at the stage of choosing a contractor for the service.
That is, they have already decided that the service is needed and all that remains is to choose who exactly will provide it.
The downside of this funnel was the need to immediately create a full-fledged site (with a portfolio and at least several articles), to which the first step traffic could be directed.
But it was this funnel, according to the hypothesis, that should have allowed us to get results quickly and prevent the project from failing in terms of deadlines and budgets.
In addition, our client already had some experience in auto tuning, so filling the portfolio with key services was not difficult.
Therefore, we decided to immediately make a full-fledged site.
In parallel, we immediately prepared content for posting on the site and in social networks.
One of the difficulties was the photos for the portfolio
The photos were mainly taken according to the “before and after” principle, but the work process itself was not there. Although for many clients this is also important. The solution was to get from our client a list of questions and aspects of the service that are most important and relevant for their customers.
Then all this was described in text (both in the service portfolio and in information articles).
As a result, we received concise content that immediately “answered” the questions and objections of the target audience, which added trust to the service.
We also added customer reviews to the site.
Launch of promotion
All preparatory work (website, analytics setup, filling and design of social networks) took 3 working weeks, after which advertising campaigns were immediately launched.
The primary task of this stage was to determine the most effective settings (bundles).
Efficiency in this case concerned not so much the cost of a lead or order, but receiving at least one order per day.
The cost and profitability of tuning services, even with an order price (CPS) of about $100, gave a ROAS of at least 500-600%.
In about 2 weeks of testing, such a bundle was found and then gradually scaled.
Results
By the end of the second month of work, the client had fully recouped the funds spent during this period.
That is, this is not only the advertising budget, but also the costs of creating the website, plus agency services.
The client then had a stable plus in work with a payback of at least 5.5 (ROAS from 550%), taking into account the payment for services.
Resume
Achieving such a result became possible due to communication with potential clients of the service in a language they understand and on topics that are relevant to them.
For example, speaking about window tinting, we talked about how our films do not fade within 1-2 years (as happens with cheap material), and additionally protect the interior from the sun and ultraviolet radiation. But at the same time, with such tinting, it is comfortable to drive even at night (again, in comparison with cheap films).
A separate offer positioned tinting as additional protection against glass breakage in accidents and attacks. That is, here we covered an audience that is not interested in tuning at all, but is also potentially a target for the client’s service.
Similar communication was also for other services.
Further activities
As the service grew and expanded, our task was to increase the number of leads and orders.
Also, constant work was aimed at reducing the cost per order (CPS) – reducing the cost per lead (CPL) and increasing conversion to orders (CR).
