Lawn Love reduces their cost of customer acquisition by 50% while growing revenue to 8 figures.
Client:
Lawn Love is an online P2P marketplace that connects homeowners to lawn care professionals, hosting hundreds of thousands of jobs across the US. Since its inception in 2014, Lawn Love has raised $6.7M from investors like Alexis Ohanian & Y Combinator.
Challenge:
Lawn Love's ad account was set up to manually manage over 100,000 keywords across 100+ campaigns which were segmented by market & matchtype. With supply-side constraints heavily influencing the demand-side advertising in each market, they were struggling to keep their customer acquisition costs in acceptable ranges
Solution:
Maximally collaborated with Lawn Love's business intelligence to create a custom tool which allowed us to dynamically adjust our bids and budgets as a function of the demand and supply conditions by market. We leveraged our own automation to make precision updates and edits to almost half a million ads. Additionally, Maximally spun up several dozen local search ad accounts to take advantage of Google's new ad offering types and their corresponding low lead prices.
Reduction in Lawn Love’s cost to acquire a new customer through Google Ads.
Increased conversion rate by 16%
Unlocked revenue growth to 8 figures/year.
Outcome:
With fresh ads running dynamically only in the optimal markets, increased automation to manage the large number of campaigns & keywords, & with several dozen new local search ad accounts, Maximally increased the CTR of the ads by 22% and the conversion rate by 16%. The combined result of all of these efforts was a reduction in Lawn Love's cost of customer acquition of 50%. This allowed Lawn Love to capture the optimal impression share in every market where it was feasible to do so, enabling them to grow their annual revenues to 8 figures.
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