$10k/mo. to $24k/mo. with Less Ad Spend

The challenge

  • Not enough leads converting into jobs (conversion rate)

  • Unresponsive leads resulting in expensive marketing cost

  • Low amount of returning customers and referrals

The solution

  • Systemized workflows to follow up with leads on autopilot

  • Automations that help prevent unresponsive/dead leads and add more jobs on the calendar

  • Implement SMS and Email Campaigns to increase repeat customers and referrals

What you will learn from this case study…

✅ Why systemizing workloads is essential for growth

✅ How to convert new leads into jobs at higher rates

✅ How to boost returning customers and referrals

Introduction

Bobby's business is the average family owned local junk removal business competing with all the franchises and other small junkers in their area.

By nature, service businesses such as junk removal rely on the steady flow of new leads to continue to run a functional business. That's where marketing agencies put all their focus in but can't actually help in converting those into jobs/revenue because they've never ran a junk removal business themselves... So that's where we come in.

I still actively run my junk removal business here in Arizona, so I'm in the trenches everyday and continue to learn methods to grow faster and more consistently. So we're able to provide insights and strategies to not just "getting" leads, but actually converting them into jobs and revenue!

We took a systemized approach to make sure Bobby could convert his leads into jobs effectively and turn more previous customers into repeat buyers. So here's how we tackled it...

Systemized Workloads

Every week, this business would change its offering. For example… At the start of the giveaway campaign, the offer would be ‘buy one get one free. The week after would be ‘15% off sitewide

This rapid change in offerings would mean new creatives and copy angles every 7 days.

A high turnover of content and other marketing assets led us to create a management machine which kept every team member accountable for meeting deliverables. We aimed for 7 new video creatives every week with 7 pictures to accommodate. Each creative was scripted using effective frameworks and sent to the client to produce 2 weeks in advance. Additionally, 3 email campaigns were sent out each week.

We decided to create a management dashboard. Each member of the team had access to this dashboard to stay informed of essential deadlines. This dashboard had an additional positive effect in that it helped us with tracking results. We would replicate highly effective campaigns in the following giveaways. And storing this data meant we could quickly figure out which offer yielded the best results on an ongoing basis.

Increasing Conversion Rates

Naturally, with such a high level of creative assets, businesses run the risk of diluting their brand. Each ad iteration has the potential to lose brand messaging and therefore effectiveness. A brand guidance document was an essential tool for developing marketing assets. This ensured that every aspect of our marketing (FB ads, Email copy, Keywords, Video style) Was absolutely on point with the desired effect.

Boosting Returning Customers + Referrals

Scripting and designing highly effective video ads come with plenty of experience and marketing psychology. In the majority of our ads, we use 2 main frameworks.

A.I.D.A

Attention, Interest, Desire, Action

P.A.S

Problem, Agitate, Solution

These frameworks are a good starting block for video ad scripting. They have a proven methodology so we use them as frequently as possible.

After nailing the ad scripts we alter and test hundreds of different hooks. The ‘Hook’ is the first 2 seconds of a video which is directly responsible for grabbing people's attention on social platforms.

An ad is often a story of your product or customer. One of the best ways to start a story is through the ‘struggle’. This allows you to represent how a product can fix the user's need. Or better yet, change their lives.

Conclusion

Tightly managed operations will have an extremely positive effect on your brand. Organization in all aspects of your marketing will allow you to understand the root cause of your success and double down on what works.

Brand messaging is the overarching factor that determines success… Creating a brand sheet means you can stick to creating ad assets that actually work.

Utilizing proven ad frameworks will allow you to scale without gambling. Tiny iterations on a proven angle will give ad accounts new life and allow even further success.