Maximizing market share through impression share
Growth
Franchise
Home Services
The issue
A home services group of companies in St. Louis faced challenges in maximizing their lead conversions and capturing high-value opportunities across multiple brands. They needed a way to improve their booking rates, identify high-ticket opportunities, and optimize budget allocation across marketing channels.
The goals
Increase Booking Rates
By identifying missed calls and high-revenue opportunities
Optimize Lead Quality
By using data from multiple marketing channels
Maximize Impression Share
Through effective ad budget allocation
Trigger Real-Time Alerts
To notify the team about missed opportunities or lack of service availability
The approach
- Implemented Call Intelligence on PPC campaigns to track and improve lead quality.
- Set up real-time alerts to identify missed calls and high-value opportunities. Over 123 alerts were triggered over 60 days.
- Evaluated multiple marketing channels to allocate budgets to the highest-performing channels.
- Targeted high-revenue opportunities by analyzing 47 high-ticket opportunities and identifying 42 objections to availability.
- Real-time alert sample: A customer requested emergency sewer service but declined to book after learning the earliest availability was Monday.
The results
Increased Lead Conversion Rates
Through real-time follow-up on missed calls and high-ticket opportunities.
Improved Lead Quality
Optimized budget allocation through performance analysis of marketing channels.
Higher Booking Rates
Triggered alerts resulted in quick action to recover missed opportunities, helping the company stay competitive in the St. Louis market.
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