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Gardner Metal Recycling

Case Study

Local Metal Recycling Company Sees 482% Increase in Leads YoY

Gardner Metal Recycling has been a leader in scrap metal recycling in Central Texas for over 60 years. Their physical location in Austin accepts scrap metal and various sized containers for cash, and offers scrap metal pickup options for their commercial clients. They came to Neon Ambition in 2017 looking to improve their presence online and had some ambitious goals for growth.

Challenges

Incorrect Google Maps Listings

Leads for metal sellers were lagging, and people were having a hard time finding their physical business location. Gardner had been in business for over 60 years and had three different addresses during that time, so when one googled their business name, it was unclear which location was correct. Because this was a physical business location where people needed to go to sell their scrap metal, it was a big problem that their old addresses were showing and leading customers to the wrong locations.

Furthermore, Google uses a business’s name, address and phone number (known as NAP) to determine and verify where that business is located. This is super important for local SEO listings, as Google wants to be confident that a business is where it says it is and wants to be able to show searchers businesses near them. If a business has had several different addresses throughout the years, and therefore has several different addresses on the internet, Google will be less confident in its actual location and choose to show the business lower in the search results. It’s crucial to delete any old addresses from the web for this reason.

Our Strategy

Our strategy was three-fold:

Local Listings: We tackled the local listings for Gardner’s business addresses, eradicating the old address mentions and adding many new local listings with the correct address. This included updating the Google My Business profile as well.

Website: The old website was on an ancient CMS, so it felt old, clunky and not secure. It was difficult for users to find their way around the site to get information, and conversions (form fills and calls) were not being tracked in any way. We updated the site to a WordPress CMS, secured it with an SSL certificate, optimized all of the pages to rank for the keywords they were targeting, created a blog for them, and started tracking all of the conversions on the site, including phone calls using a call tracking service.

AdWords: The previous AdWords build was spending far too much money on the wrong terms. We cleaned up the keywords, wrote and tested all new ads, and ensured all of the conversions were being tracked so that we could optimize the campaigns toward the terms and ads that were leading to conversions. This conversion tracking also helped Gardner to better understand their ROI.

Results

With our help, Gardner Metal Recycling saw a 435% increase in leads from organic traffic, a 482% increase in PPC conversions and an 88% decrease in cost per lead!

Due to these increases in website and PPC performance, Neon Ambition helped Gardner’s business achieve their company goal of a 25% increase in volume. 

From the Client

Who Is Neon Ambition?

We are a Google, HubSpot and Bing partnered digital marketing agency with a senior level staff averaging nine years of experience. We help established businesses generate high-quality leads with proven marketing strategies. We strive to develop long-term relationships with established businesses rather than burning through clients like so many other agencies do. Learn more about who we are, connect with us on your favorite social media circuit, or call us at 512-872-3108

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