Overview
Mammoth Fence is a new fencing business that was just established in the North Charlotte / Belmont area. Mammoth reached out to Ki to establish a digital marketing funnel to drive new business inquiries. At this point, no leads had come in and the business was just starting up and offering services. Ki was excited to take on this challenge of turning a brand new business into a successful venture, while also starting up a brand new inbound lead funnel. Also note, the owner wanted this up and running in days, not weeks or months. Timing was critical for profitability.
The initial six-week performance of a newly launched PPC (Pay-Per-Click) advertising campaign for Mammoth Fence, focusing on Google Search Ads and Local Services Ads (LSAs). The campaigns went live in late May with an initial budget of $3,000/month, split between LSAs and traditional search ads. This case study documents the effectiveness of our Paid Search team in launching an account quickly, yet fully and effectively.
Objective
The primary objectives for the initial six weeks were to:
- Generate high-quality leads for Mammoth through Google Search Ads and Local Services Ads.
- Optimize campaign performance to achieve a favorable Cost-Per-Lead (CPL).
- Provide a consistent pipeline of new business for Mammoth.
- Campaign Launch and Strategy
- And complete all this within 1 to 2 weeks
Summary
In its first six weeks, the Mammoth Fence PPC account demonstrated strong early performance, generating a total of 100+ conversions. This activity translated into a Cost-Per-Lead (CPL) of approximately $35, an encouraging result for a new campaign. Mammoth confirmed the increase in job bookings, extending several weeks out, directly correlating with the increased lead volume. The successful launch has set a solid foundation for future growth and optimization.
Lead Quality and Client Feedback
Mammoth confirmed they were “staying busy and are booking jobs several weeks out,” indicating that the generated conversions are translating into tangible business.
Key KPI’s
Start Month: May 2025
Campaign(s): Search Ads, Local Services Ads (LSAs)
Timeframe: (First 6 Weeks)
Key Metrics & Results
Total Key Events: 101
– Search Ads Key Events: 71
– LSA Key Events: 30
Total Spend: $3,550
– Search Ads Spend: $2,450
– LSA Spend: $1,100
Cost-Per-Lead (CPL): $35.21
Challenges & Solutions
Tracking Limitations: The primary challenge identified was the partial loss of tracking for the “Instant Quote” tool, which is a 3rd party tool that takes users off-site.
Solution: Mammoth is leveraging internal drop-off reports to manually follow up on these leads, mitigating the impact of the tracking gap. This highlights the importance of a multi-faceted approach to lead management.
