July 28th, 2009 at 10:22 am
A few years ago, we built a simple brochure website for an Austin-based client in the construction business. At that time, we created a geo-targeted Google Adwords campaign aimed at driving qualified leads to the site and converting them into online contacts.
This pay-per-click campaign was quite successful. For a scant few hundreds of dollars per month the client paid Google for ad clicks, he received enough good leads submitted through the website that the first year, annual revenue jumped from low six-figures to mid six-figures. In the second year, the client broke seven figures for the first time ever.
The client had so much new business in the pipeline, it was all he could do to keep up with demand. It that’s a problem, it’s a good one, right? Unfortunately though, amid all the activity he neglected to pay his $300 AdWords bill one month and, of course, Google turned his campaign off. The client figured: no worries…I’m so busy anyway…
Two years pass. The client came by our office last week and reports: business is dead…zero…we’ve got to update the website, buy some radio, tv ads, something…the recession’s taking me under!
Our reply was predictable. He could pay thousands on a radio spend but it’ll be expensive and hard to measure. Alternatively, we reminded him how well he was doing with his cost efficient pay-per-click campaign.
We told him: just pay your bill…turn your ads back on…it’s the epitome of low risk, high reward.
He took our advice. Over the weekend he got two good sales leads through the site within the first $45 spent. He’s undeniably great at what he does from there, we’re sure he’ll turn those new leads into business.