A. Borrelli Mechanical



CASE STUDY

The Client

 

A. Borrelli Mechanical specializes in residential and commercial plumbing, heating and cooling. It has been family owned and operated since 1981, concentrating its business in Westchester County New York and Fairfield County Connecticut.

REVENUE

New Project 32%

TRAFFIC

New Project 363%

PHONE CALLS

New Project 27%

The Challenge

 

Phase 1: The initial challenge facing A. Borrelli Mechanical was no previous AdWords campaign existed, so the copy, targeting and bid strategy had to be created from scratch.


Phase 2: The main challenge as we expanded our marketing efforts was the absence of a technology infrastructure that could streamline a multi-tactic, fully integrated digital marketing strategy and tie the financial results to the marketing campaigns.

The Key Performance Indicators

 


Revenue

Phone Calls

Website Traffic

The Goal

 

The goals for A. Borrelli Mechanical expanded after our initial engagement demonstrated strong performance, leading the client to increase their trust in our expertise. They breakdown into two phases.

Phase 1: The initial goal for A. Borrelli Mechanical was to increase phone calls, as those are the main pathway for customer conversion for an HVAC company. Coupled with that goal was an increase in website traffic.


Phase 2: Phase 2 incorporated expanded digital marketing goals including social media management and email marketing, but also expanded into our financial and technology services to increase revenue and profit.

The Strategy

 

Phase 1: Develop a targeted Google AdWords campaign for a seamless user experience to increase conversions of inbound phone calls and website submissions.


Phase 2: As we expanded our marketing tactics and incorporated financial performance, streamlining the critical operational, marketing and financial technologies was imperative to the overall success of the engagement.

THE RESULTS

        Revenue

$2,180,493 to $2,869,664

31.6%

Increase

Traffic

3,980 to 18,440

363.3%

Increase

Phone Calls

1,125 to 1,429

27%

Increase

The results compare the performance in calendar year 2018, prior to our initial engagement, to the complete results from calendar year 2019, which represents the full year of our comprehensive engagement that included marketing, technology, and finance.