Case Study Study I| White Web.com/RESTOR Case Shark Media®/Platinum Pro Painters Calgary

Web.com helps RESTOR grow leads and White Shark Media’s AdWords Campaign Generates Year-Long for to support campaign revenue byResults up to 40% Platinum Painters Calgary expansionPro into new markets. Disasters can strike at any time. And when they do, RESTOR helps repair, restore White Shark Media provides cost-effective marketing campaigns and rebuild to be even “better than before.” Born out of a successful roofing and for SMBs. Located in Miami, Florida, they specialize in pay-per-click construction business, RESTOR launched in early 2014 and specializes in water, (PPC) management, SEO and website design. White Shark Media storm, fire and mold damage repairs. was founded in 2011 and became a Google Premier Partner in 2014. ®

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To gain brand exposure in its first local market of Long Island, New York, RESTOR

About RESTOR About White Shark Media®

• www.restorteam.com • www.whitesharkmedia.com • Carmel, IN • Located in Miami, FL • Construction and restoration company • specializing Founded in 2011 anddamage becamerepair in storm Google Premier Partner in 2014

• Provides cost-effective marketing

About Web.com campaigns for small- to medium-sized • • •

www.web.com businesses Headquarters in Jacksonville, FL Google AdWords Premier SMB Partner

About Platinum Pro Painters

• www.platinumpropainterscalgary.com • Located in Calgary and Toronto, CN • Drive large volume of high-quality leads Full-service painting company •• Gain exposure for new RESTORservicing brand in

Goals

homes business in Calgary, Okotoks, the rightand markets Airdrie and when surrounding areas • Be present customers are searching • Specializes in epoxy floor coating and kitchen cabinet painting

Platinum Painters Calgary a full-service company that needed to Pro establish a strong onlineispresence. To do painting this, it turned to Web.com, services homes and businesses in Calgary, Okotoks, Airdrie, and a Google Premier SMB Partner with more than one million customers and extensive expertise in managing digitalthe marketing campaignsleading and search engine surrounding areas. Despite being Calgary-area’s provider optimization (SEO). As a Google Premier SMB Partner, Web.com has proven of painting services, Platinum Pro still experienced seasonal ebbs an in-depth understanding of Google AdWords and account management by and flows, particularly in the harsh Albertan winter climate. passing Google certification and demonstrating digital expertise.

Franchise-owner Chris White turned to White Shark Media to use “After lots of research, we found Web.com and selected them for their industry Google AdWords to generate year-round business despite the says experience, low customer turnover, and familiarity with market trends,” challenges locally targeted a high cost-per-click. Dan DiPrima,ofvice president of thekeywords restorationwith division at RESTOR. He says ®

Web.com’s hands-on approach and frequent communication are crucial for

Game Planlike RESTOR, whose campaigns require constant tweaking based a business

on ever-changing weatherCalgary conditions andnew storm “Our close partnership Platinum Pro Painters were toalerts. AdWords, having only with Web.com has been very successful for our company and our day-to-day dabbled in social media for online marketing. White Shark Media operations,” notes Dan. helped guide them through the process of establishing targets, setting up budgets and ads, and understanding analytics. Not only has their business significantly increased, now have hard an “With Web.com, we’ve seen an increase in callthey volume, and moreover increase in the quality of the calls.” metrics to quantify actual ROI. —Dan DiPrima, vice president of the restoration division, RESTOR ®

$

Approach

• Tweak campaigns daily according to GOALS: weather conditions Increase business for Calgary-based •• Optimize ads, keywords and bids for paintingad company tohigh create consistent optimal rank and visibility customeraccurate flow throughout year. • Maintain companythe information organic an results • in Generate average of 20 leads per month while maintaining a top-three position in

SERPs and outrank the company’s Results

directvolume competitors. • Lead grew 30% to 45% •• Higher quality leads helped grow campaign Maximize Return-On-Investment in the revenue by 30% 40% PPC market. competitive localtopainting • Growth in initial market supports expansion • into Achieve newrecognition markets as experts specialty epoxy floor coating and kitchen cabinet painting services.

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Creating & visibility when and where it counts most RESULTS METRICS:

One of RESTOR’s main goals is to be present whenever potential customers decreases might need its services. “When a customer’sCost-per-conversion home or business floods and they’re Form submissions fromhaving Q1 2014 searching for emergency services that are available 24/7, that online rose presence at all times – on desktop and mobile – is2015 vital for us,” explains Dan. to Q1

622%

67%

from To ensure this visibility at Q1 the2014 moment of need, and to help RESTOR stand out in a competitive market,toWeb.com Q1 2015continuously optimizes RESTOR’s ads, keywords and bids to achieve optimal ad ranking, where potential customers are most likely to see RESTOR’s ads. When storms and harsh weather roll in, Web.com bids more aggressively to make sure RESTOR’s ads will be front and center when people searching for help. Web.com also maintains an accurate Google Phoneare calls increased Conversion increase Places for Business listing for RESTOR, which appears in the search results and between Q1 2014 across both form on Google Maps, and its SEO services help improve RESTOR’s visibility in the and Q1search 2015 results. submissions and phone calls organic

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✔

✔

85%

295% after one

year of

2015

starting campaign.

2014

✔

WHY IT WORKED:

Understanding Client Needs “Platinum Pro Painters Calgary was already known for great customer service, excellent work, and competitive prices. But exterior painting is very seasonal and competitive, so it was important that we were able to address this while having complete transparency with our ROI. Thanks to White Shark Media®, we’ve had an incredible year.” Chris White, Franchise Owner Platinum Pro Painters Calgary

Calgary-area paint company sees year-long surge in new customers after working with White Shark Media on strategic AdWords campaign.

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Hitting a Moving Target Painting is a seasonal industry, so White Shark Media® implemented a strategy that changed ads/targeting based on season. The result was a constant flow of inquiries even during traditionally slow periods.

A Perfect Match “With Platinum Pro Painters Calgary, we found our perfect client model: a small-tomedium-sized business with very specific seasonal and location targets that needed help with their website, SEO, PPC, etc. Our team worked with the Platinum Pro staff to ensure accuracy for these goals. To get clearer numbers, we also installed analytics, conversion tracking, and call tracking. The results clearly speak for themselves, and we’ve already started discussing plans for the next year.” Paula Morales, Sales Content Manager White Shark Media®

Communication & Collaboration “From identifying goals to discussing strategic midstream changes, Platinum Pro Painters Calgary is the perfect example of how we can work with businesses even if they’ve never used AdWords before. They were open-minded about ideas and quickly understood the core concepts; and appreciated the new data they could now apply to their marketing budget. It only took a month to start seeing real results.” Andrew Lolk, Chief Marketing Officer White Shark Media®

Garage floor before

Garage floor after epoxy coating

CONCLUSION:

One year after starting their AdWords campaign through White Shark Media®, Platinum Pro Painters Calgary has seen an overwhelming difference in their business. From email form submissions to phone inquiries, new business consistently flowed thanks to the campaign. As a result, company revenues hit a rate that even required internal growth to maintain. In addition, seasonal fluctuations were no longer a concern; with AdWords, revenue flowed consistently year round. Today, Platinum Pro has maintained its leading market share. As a result of AdWords, their winter customer base has grown immensely, giving the company an exciting amount of flexibility as they look to the future.

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