Metropolitan Bath & Tile's 40% Increase In Conversion Rate

Metropolitan Bath & Tile is a top luxury bath remodeling company serving Maryland, Washington D.C., and Northern Virginia.

They came to Black Propeller after growing increasingly frustrated with their campaign performances, which they rely on to drive traffic to their showrooms and generate phone consultations.

Metropolitan Bath & Tile’s biggest pain point was the lack of quality leads generated from its Google Ads and website. Given Metropolitan Bath’s prominence in the high-end bathroom market, its services are out of the price range of many middle-income and low-income homes. Its ideal customer is in the top 10% of household income brackets.

When we began working with Metropolitan Bath & Tile, we conducted a full-audit of their account. We found that 40% of their monthly ad spend was going towards clicks for bathroom repair and service-based queries. By conducting regular search-term reviews and negating all of the repair and service-based searches, we improved the quality of traffic significantly by capturing clicks only for complete bathroom renovations.

In parallel, our SEO audit revealed significant gaps in their organic presence. Their site lacked content that specifically targeted high-income households and top-tier remodeling terms, resulting in a missed opportunity for capturing organic search traffic from their ideal audience.

Once we covered the basics, we turned our attention to lead quality originating from core keyword searches like “bathroom remodel.” On the SEO side, we focused on creating high-quality content that spoke directly to the top 10% earners, including comprehensive guides, portfolio showcases, and targeted location pages highlighting their luxury remodeling services.

Our SEO team implemented a content strategy aimed at ranking for high-intent keywords while building authority within their niche. We optimized existing pages and created new content tailored to affluent homeowners. Over the course of our campaign, we enhanced meta tags, improved on-page SEO, and developed link-building strategies to elevate their online presence.

The combined efforts of our PPC and SEO strategies yielded impressive results. While our Paid Media team was busy testing and optimizing audiences, our SEO initiatives drove substantial organic growth:

• Total Users: 22.4K (up 113.7% YoY)
• Sessions: 25.8K (up 117.5% YoY)
• URL Clicks: 18.5K (up 203.9% YoY)
• Impressions: 2.5M (up 149.6% YoY)

Our SEO improvements not only bolstered the number of qualified leads but also reduced overall customer acquisition costs, allowing Metropolitan Bath & Tile to reach their target audience more effectively through organic search. These gains, combined with strategic PPC targeting and optimized landing pages, have positioned Metropolitan Bath & Tile as a leading choice for luxury bath remodeling in their market.