MARKETING FOR BUERKLE BODY
BOOSTING AUTO REPAIR LEADS: GOOGLE ADS CASE STUDY FOR BUERKLE BODY
Client Overview
Buerkle Body, located in St. Paul, Minnesota, has been a trusted name in auto body repair services. As an I-CAR Gold Class certified facility, they specialize in advanced collision repair techniques and manufacturer-approved repairs for brands such as Honda, Acura, Hyundai, and Kia. Their commitment to quality is reflected in their comprehensive services, which include collision repair, paintless dent repair, touch-up painting, and insurance claim assistance.
Objective
The campaign aimed to:
- Increase local leads for Buerkle Body.
- Generate phone calls and conversions via Google Ads.
- Improve customer engagement through targeted advertising
Strategy
Ad Formats
Search Ads: Targeted high-intent keywords related to auto body repair.
Call-Only Ads: Facilitated direct phone inquiries.
Keyword Optimization: Conducted thorough keyword research and utilized negative keywords to filter out irrelevant traffic.
Ad Extensions: Implemented call and location extensions to encourage phone calls and enhance local visibility.
Bidding Strategy: Used manual CPC bidding for precise control over spending and keyword optimization.
Regular Analysis: Conducted weekly performance analysis to make real-time adjustments for improvement.
Challenge
- Competitive Market: The auto repair industry in the Twin Cities is competitive, with high CPCs due to multiple local service providers.
- Tracking Conversions: The client wanted to focus on generating phone calls, which can be harder to track and attribute compared to online form fills or direct conversions.
Conversion Tracking: Tracking conversions for phone inquiries posed a challenge, as many customers prefer calling directly rather than filling out online forms. Implementing effective conversion tracking methods was crucial to measure success accurately.
Ad Relevance: Ensuring that ads remained relevant to the targeted audience was essential, as any mismatch could lead to lower click-through rates and increased costs.
Key Metrics Overview
- Total Clicks: 11,000
- CPC: $2.48
- Total Cost: $29,200
- Conversions: 894
- Cost per Conversion: $32.71
- Phone Calls: 1,980
- Conversion Rate: 8.1%
Year
2023 - 2024
Client
Buerkle Body
Services
Google Ads
Project
Google Ads Management
Project Summary
This case study explores the successful Google Ads campaign executed for Buerkle Body , a well-established auto body repair service in St. Paul, Minnesota. The campaign aimed to enhance local lead generation through targeted advertising strategies, including search and call-only ads, focusing on high-intent keywords relevant to auto repair.
This case study highlights the strategic approach taken to overcome challenges, optimize ad performance, and ultimately drive meaningful customer engagement for Buerkle Body Shop, demonstrating the effectiveness of digital marketing in the local service industry.
Despite challenges in a competitive market and the need for effective conversion tracking, the campaign delivered impressive results, achieving a conversion rate of 8.1%. Key metrics include 11,000 clicks, 894 conversions, and nearly 2,000 phone calls, all while maintaining a cost per conversion of $32.71.
Conclusion
This campaign is an example of how effective targeting, optimization, and strategy can drive tangible results for local service businesses. By focusing on high-intent keywords, call extensions, and geographic targeting, the campaign efficiently delivered leads at a low cost per conversion, significantly boosting Buerkle Body Shop’s business.
