36% Decrease in Cost-Per- Lead: Brothers Moving & Storage

Overview

Brothers Moving & Storage, a prominent moving and storage service provider in Texas, aimed to revitalize its digital marketing strategy to generate more inbound leads. In October 2023, the company sought Encipher's expertise to overhaul its ad campaigns and achieve a more robust online presence.

Challenges

Brothers Moving & Storage faced a significant hurdle; their ad account required a complete restructuring due to a shift away from serving a physical location. This transition necessitated a fresh, strategic approach to their online advertising efforts to effectively reach and engage their target audience.

Implementation

Encipher's implementation plan was meticulous and data-driven, involving:

1. Performance Max Campaigns: To ensure maximum visibility across all Google ad placements, Encipher utilized Performance Max campaigns. This campaign type allowed for dynamic optimization of ad placement and bidding, ensuring that Brothers Moving & Storage's ads were displayed to the right audience at the right time across all Google networks, including YouTube, Display, Search, and Discover. Also understanding the importance of local search visibility, Performance Max campaigns allowed Encipher to have Brothers Moving & Storage's Google Business Profile appear on map search results. This ensured prominent placement in relevant local search results and on Google Maps, making it easier for potential customers in the vicinity to find and engage with the business.‍
2. Retargeting Techniques: To further enhance the campaign's effectiveness, Encipher implemented retargeting strategies, utilizing Google Display Ads to keep Brothers Moving & Storage at the forefront of non-converters' minds and gently nudging them back towards the conversion funnel.

Results

• Improved Cost Efficiency: In January 2023, Brothers Moving & Storage's cost per lead with their previous agency was $88. After partnering with Encipher, compared to the same period during the pervious year, this cost was reduced to $56 per lead in January 2024, indicating a more efficient allocation of the advertising budget and an enhanced ROI.