When we were approached by Morris Roofing, the company was a ‘one-man band’ operation, in need of an increase in local brand awareness. With the company relying on localised non-digital marketing, the challenge for IKROH was to put the Morris Roofing brand out there, and drive enquiries towards their website.
Our tactics primarily involve creating a localised search campaign. We started by conducting thorough keyword research into what the audience of Morris Roofing was looking for, and what they frequently searched for online. We also looked into who they actually were, determining if they were a reactive audience that searched for roof supplies and roof repair as a result of something else. This was all incredibly useful information when it came to targeting our search campaign.
We also targeted the campaign audience using radius as a parameter. This involved creating both a positive and a negative setup, allowing it to focus on a specific area within the reach of Morris Roofing. Utilising this technique meant that money was not wasted in advertising to an uninterested audience. We employed a similar technique for positive and negative keywords, to further ensure that the budget was used effectively and the campaign reached its full potential.
Since IKROH’s work with our search campaign, Morris Roofing has undergone rapid expansion, resulting in multiple vans, new employees, and the introduction of departmental teams. They have also experienced a significant increase in website enquiries.