A Home Angels came to us in January 2024 with the aim of expanding its business and gaining more franchisees and for this it counted on us for a paid traffic management for efficient affiliates.
This company is a franchiser of home care services for the elderly and one of the prominent partners in Beatz's client portfolio. It currently offers a package of inbound marketing complete for the company.
Claudia, who was responsible for marketing at Home Angels at the time, had reservations about investing in marketing agencies. She was afraid that providers of this type of service would offer inefficient work with big promises of profit.
Despite this, she agreed to give a vote of confidence to the Beatz team, thanks to our work based on strategies, market research and realistic projections of results.
When embarking on Home Angels marketing for the first time we found each of the franchisees operating with a different marketing agency.
This is because none of these service providers had adequate resources to serve the 44 franchise units.
In this scenario, Beatz used its market intelligence to unify and centralize traffic management for all franchisees.
This contributed greatly to strengthening Home Angels' brand, as the entire company now has uniform communication in the market. This is extremely valuable when we think about the trust created with the end customer.
But what happened with those decentralized ads with little data strategy is that franchisees had:
Something important to understand when working with franchises is that affiliates are often spread across several cities and even states, which have very specific customer characteristics.
In these cases, what we do is diagnose the success of each franchisee's paid traffic campaigns.
This way, we can outline a strategy for each unit by making the necessary changes, whether it be interrupting a campaign, making small changes or starting a campaign from scratch.
Since Home Angels’ main source of customers comes from the company’s digital strategies, our main focus was to optimize traffic management. To this end, we have a team that is fully dedicated to the ad management function.
Thus, Beatz's main attack points to increase and improve the quality of franchisees' traffic were:
For an advertising campaign to be successful, a large part of the strategy depends on the choice of key words that attract the right audience.
This is because Google's search engines use these terms to determine the relevance of ads according to the profile of the person searching.
So, we refined the keyword choices for Home Angels franchise advertisements, which were attracting a broad audience that was often uninterested in closing a deal.
We also negated generic terms that consumed budget without generating qualified results, such as: “clinic” and “nursing home”.
Another feature Beatz turned to was a change in keyword bidding choices.
What happens is that advertisers of Google Ads select which keywords are relevant to your ad.
After that, they must choose the maximum and minimum price they are willing to pay for a click on their advertising.
So, when someone searches on Google, the platform holds a real-time auction to rank the most relevant results combined with the best bids for the keyword.
Therefore, it is not enough to invest a lot of money, you need to generate relevant content that Google understands as quality so that your ad appears among the first results.
This way, we can replace high-cost, low-result keywords with more strategic ones.
Which also allowed us to invest more money in expensive but fundamental keywords for the Home Angels niche.
Through market research, we understand that Home Angels franchisees serve a high-end audience.
This gave us a clue to direct the ads to noble regions of the municipalities where we ran the ads.
Finally, we also added extensions to ads, which are a feature that Google Ads makes available to complement advertisements with information such as: address, telephone number or button.
As a result of the digital strategy we used with Home Angels, we achieved a significant reduction in overall costs and cost per click (CPC) for many franchisees. In addition, we saw significant increases in click-through rates, impressions and conversions.
But what about you? Do you also want to achieve exponential growth results like Home Angels? Bring your company to Beatz's paid traffic intelligence team.
This way, your business is supported by a team that works daily to optimize your ads and campaigns with the aim of reducing your costs and increasing your results.
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