Enhanced Targeting Leads To 40% Increase In Conversion Rate

Metropolitan Bath & Tile came to Black Propeller after growing increasingly frustrated with their campaign performance, which they rely on to drive traffic to their showrooms & generate consultations over the phone.

Their biggest pain point was the lack of quality leads generated from their Google Ads campaigns despite increasing costs each year. Given Metropolitan Bath’s prominence in the high-end bathroom market, their services are out of the price range of many middle-income and low-income homes. Their ideal customer is in the top 10% household income bracket. Our goal was to optimize both PPC and SEO efforts to attract high-quality traffic and reduce the cost per lead.

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 the repair and service-based searches, we significantly improved traffic quality by capturing clicks only for complete bathroom renovations.

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

Once we had the basics covered, 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 that highlighted 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.

Metropolitan Bath & Tile is one of the top luxury bath remodeling companies serving Maryland, Washington D.C., and Northern Virginia.

Upper Marlboro, MD

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