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Clera Windows + Doors

Clera Windows + Doors is a family-run, premier window and door company with locations all over Ontario, Canada. They have been operating for over 40 years, improving over a quarter of a million homes. The company, like many other businesses, experienced a whirlwind of change when the global pandemic hit.

EXPERTISE

Paid Media

About Clera Windows + Doors

In April 2020, we noticed a significant increase in impressions and search volume for Clera’s primary offering of windows and doors installation. With most people confined to their homes, we noticed a surge in interest in home renovation/DIY projects. As a result, we increased spend by 57% YoY in April 2020 on Google Ads to capitalize on the increased interest; which  resulted in a 594% increase in impressions and a 13% increase in lead volume giving us a good head start to gauge performance.

So, how did we do it?

Download the full case study to learn more!

Their Goals

Since we realized more people were interested in renovating their homes during the pandemic, we moved most of our campaigns to smart bidding. Smart bidding incorporated machine learning technology which ensured our ads were served to the highest intent users. This resulted in our campaigns observing improvements in efficiency. Looking at the positive response we saw with scaling our campaigns and keeping in mind Summer was approaching,  in June 2020, we scaled our campaigns further to cater to the demand, resulting in Clera Windows + Doors driving 1,000 leads in one month which also set a new benchmark as the highest performing month of all time. . The significant jump in lead volume that started in April 2020, followed throughout the Summer of 2020 with the highest peak seen in June 2020. This also became the best performing Summer of all time on the account.

The Challenge:

In order to outperform our best summer yet, we started implementing tactics to make the management of the campaigns more effective in 2021. For example, we expanded our display campaigns, scaled our YouTube campaigns, put low-volume location campaigns on shared budgets to better use unspent daily spend, and tested out new betas.

Our Approach

For the expansion of the display campaign, we utilized Clera’s extensive customer list to create a similar audience campaign; the introduction of that campaign resulted in our display leads increasing by 340% in 2021 vs. 2020 and the CPL decreasing by 25%. 

In the lead-up to their peak season, we were able to test out the performance max beta, which has proven to be highly effective in driving significant volume across all Google properties (Search, YouTube, Gmail, and Display) and is now driving the second-lowest CPL in the account. 

These combined efforts resulted in YoY (Jan 1 to Oct 31, 2021, vs. Jan 1 to Oct 31, 2020), our conversion rate increasing by 28%, average CPC decreasing by 65%, and our CPL being 15% more efficient. We were able to capitalize on the increased search volume for home renovation during the pandemic (ie:2020 & 2021) by scaling the budget quickly and implementing tactics that kept efficiency in line. The graphic below highlights the performance of the account to date (i.e Nov 2021).. The two large peeks highlight the signifiicant improvement in pefomorance during Clera Windows busiest months for 2020 & 2021 compared to previous years.

Total Campaign Results

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    In order to outperform our best summer yet, we started implementing tactics to make the management of the campaigns more effective in 2021. For example, we expanded our display campaigns, scaled our YouTube campaigns, put low-volume location campaigns on shared budgets to better use unspent daily spend, and tested out new betas.

    For the expansion of the display campaign, we utilized Clera's extensive customer list to create a similar audience campaign; the introduction of that campaign resulted in our display leads increasing by 340% in 2021 vs. 2020 and the CPL decreasing by 25%.

    In the lead-up to their peak season, we were able to test out the performance max beta, which has proven to be highly effective in driving significant volume across all Google properties (Search, YouTube, Gmail, and Display) and is now driving the second-lowest CPL in the account.

    These combined efforts resulted in YoY (Jan 1 to Oct 31, 2021, vs. Jan 1 to Oct 31, 2020), our conversion rate increasing by 28%, average CPC decreasing by 65%, and our CPL being 15% more efficient. We were able to capitalize on the increased search volume for home renovation during the pandemic (ie:2020 & 2021) by scaling the budget quickly and implementing tactics that kept efficiency in line. The graphic below highlights the performance of the account to date (i.e Nov 2021).. The two large peeks highlight the signifiicant improvement in pefomorance during Clera Windows busiest months for 2020 & 2021 compared to previous years.

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