The Client

American Foam Experts is a foam roofing contractor serving customers throughout California.  It is a family owned and operated business that prides itself on quality and performance which goes back three generations. Their spray polyurethane foam (SPF) application is ideal for flat roofs which are common among commercial buildings and residential properties in San Francisco.

The Challenge

American Foam Experts operates in a fiercely competitive industry.

The company’s competitors were ramping up their digital marketing efforts, and American Foam Experts lacked internal digital marketing expertise. To add insult to injury, their digital marketing agency wasn’t doing a good job of executing the company’s Google Ads campaign. This left American Foam Experts with a very high cost per conversion when leads were generated.  The combined effect was a free fall in website traffic and a corresponding drop in leads for their sales team.

The owners were determined to be more efficient with their Google advertising while simultaneously increasing the number of leads being generated. Anything less and this family business would be “at-risk.”

Our Approach

The American Foam Experts previous digital marketing agency poorly managed the campaign.  White Peak performed our market, competitive, and keyword research instead of relying on the previous agency’s work. We identified several overlooked opportunities that we thought had enormous potential.

White Peak’s content team wrote all new ads content and designed new landing pages. Paying attention to content was vital because we needed to increase the conversion rate substantially.

We also implemented several campaign configurations, including more negative keywords, broad match modifiers, and excluded ads from appearing for anyone outside the company’s target market. We discontinued ads on the Search Partner Network because it converts poorly and tends to burn through a campaign budget.

As the new campaign got underway, we optimized it every week. Doing so allowed us to quickly react to the data so that we could drive costs down and results up. We adjusted campaign hours, so ads stopped running when clicks were high and conversions we low. We expanded our negative keyword list and adjusted bids by keyword, device, time of day, day of the week.

Last but not least, we performed a series of A/B tests to ensure our ad and landing page content was optimized for the best results possible.

American Foam Experts had access to all campaign details via a results dashboard 24 x 7, to ensure accountability.

The Results

American Foam Experts has experienced a complete growth transformation. New leads have been pouring in, and the cost per conversion has plummeted. Overall, White Peak has delivered a far more efficient and effective ad campaign. The turn-around literally saved the company, and they have been able to reinvest in growth again.

“I truly believe that life brings people together at the right times,” said Robyn Stepps, American Foam Experts’ Director of Public Relations & Accounting. “You and the rest of White Peak have been nothing short of amazing! Thank you for being a part of our team.”

The company is now expanding into new markets. The Google Ads campaign managed by White Peak has been so successful, American Foam Experts has been able to reduce their monthly ad budget by half because they have so many new projects coming in.

Spending less and making more – it doesn’t get better than that.