Our Tools
651 Carpets+, a Twin Cities flooring and countertop installer, came to Brandography to optimize its ad spend and foster more organic leads.
The Hurdle
651 Carpets+ was directing nearly half of its ad spend towards branded search terms, hurting its own organic presence.
The Challenge
Decrease ad spend on branded terms without losing leads.
The Results:
After launch:
80%
Reduction in ad spend for branded terms
65%
Lower cost-per-click (CPC)
24%
Increase in organic leads from Google
Our Approach
- Audit branded vs. non-branded ad spending.
- Reallocate ad budget to non-branded search terms.
- Optimize organic search presence to capture leads.
- Bid on high-intent searches to tap into a new market share.
Leveraging the strong brand equity of 651 Carpets + in Minnesota and Western Wisconsin, our paid media team pivoted strategy. We successfully defended their market share against competitors while shifting our primary focus toward non-branded customer acquisition.
- Steve LaTart, Digital Marketing & Growth Manager
Before partnering with Brandography, 651 Carpets+ was spending 47% of its Google Ads budget on brand terms. Not only did this drive up spending on their own brand name, but it also cannibalized their organic search terms. By bidding on branded phrases, they were essentially paying for clicks they could be getting for free in organic search results.
Thanks to an optimized organic search presence, customers searching for terms like “651 Carpets” could already find what they were looking for without clicking an ad. While paying for those search terms was an easy win, it was driving up the cost per click (CPC).
Our PPC Strategy
After Brandography began working on the 651 Carpets ad account, we drastically shifted their paid ads approach. We started by reducing their brand search spend by almost 80%. This resulted in just an 11% drop in paid brand search impressions. At the same time, branded paid leads decreased by 42%.
But where did they go?
- Google Organic leads increased by 24%
- Google My Business leads nearly doubled
- Direct leads increased by 20%
This targeted approach let brand-positive channels do what they are supposed to do: bring in leads where people are directly searching for the brand itself.
The results? Because 651 Carpets+ reinvested the overspend on branded terms, we were able to increase non-branded paid leads by 71%! This was a huge win for 651 Carpets+ and their continued growth in the flooring and countertop installation market.
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