Segmentation by service
- We created a search campaign with keyword groups for each service, using commercial terms such as order, price and cost. Competition and bids were high. After 2 weeks, we found that only 2 services were converting well: road asphalting and kerb installation. We focused on these. Later, the client reported that the asphalting enquiries were tender opportunities, which did not suit the need to close customers directly. We therefore narrowed the service to asphalting for private homes and holiday houses.
This attracted people ready to book the service for their home or holiday house.
