The head of the company, Ivan, saw our website on the Internet and contacted us to create a flow of leads for garbage removal in St. Petersburg.
Previously, Ivan found clients on Avito and used recommendations from old clients, but due to increased competition in this area, the old strategy became ineffective.
The first thing we decided to start with was analyzing the target audience. Contextual advertising for a company engaged in garbage removal can be aimed at:
1. Residents of houses and apartments - Advertising can offer garbage removal services for residents of apartment buildings and private houses, focusing on the speed, quality and timeliness of service.
2. Business and Enterprises - Advertising can be targeted at companies and enterprises that require regular waste removal. Here you can emphasize the experience and reliability of the company, as well as offer special conditions and discounts for corporate clients.
3. Environmental Initiatives - Advertising can draw attention to the environmental significance of waste disposal, emphasizing the importance of recycling and disposal of waste to preserve the environment.
4. Executives and Purchasing Managers - Advertising is aimed at decision makers in selecting a waste removal contractor. It can highlight the company's experience, reputation, reliability, and financial stability.
5. Residents of Neighborhoods and Cities - Advertising can highlight that the company offers waste removal services in various neighborhoods and cities, which can be useful for residents who want to change contractors or are looking for a company that offers services in their area.
We started by creating a website with SEO optimization in order to receive free traffic from search engines in the long term. We also decided to launch advertising in Google Ads, because at that time it was the best option both in terms of price and competition. We have collected all the important keys, including: garbage removal spb, furniture removal spb, export construction waste St. Petersburg, garbage removal from the apartment and others. Then we expanded the semantics using the keyword planner, collecting all possible keywords in this area. We wrote selling texts for ads and launched advertising.
We started with a starting cost per click of 0,9$ but there were few leads and high costs. We began to lower the rates manually and work on the quality of the ads, and after a week the cost per click was no higher than 0,4$, and the cost per day was 10$. At the same time, we received at least 10 leads per day.
After Google Ads left Russia, we moved advertising to Yandex Direct, having previously expanded the semantics and changed the text of the ads. We were unable to maintain the current dynamics of leads, but we managed to keep the indicators at the level of 5-7 leads per day. Plus, free leads for SEO from search engines began to come. Overall, the customer was satisfied. As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
