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Case Study - Craters & Freighters Dallas & Houston

Adapting our Ad Copy & Ad Extensions to a more compelling message during COVID-19 increased our conversions by over 78%!

Craters & Freighters

Craters & Freighters is a pioneer and leading expert in specialty packaging, crating, and shipping. They serve residential and business customers in all sectors including telecommunications, electronics, medical equipment, aerospace, biotechnology, and heavy machinery. With over 65+ brick-and-mortar locations across the country, Craters & Freighters is a national powerhouse with local accountability.

12AM has managed C&F Dallas & Houston Google Ads accounts for over 6 years. Initially, C&F’s  goal was to expand their customer base. They understood the increasing importance of digital marketing but they didn’t have the expertise to handle such a challenge by themselves. C&F was looking for an agency that was results-focused and also provided stellar, reporting, feedback, and customer service.

craters and freighters case study 12am agency

Goal: Crisis Management

Year over year, 12AM has improved the campaigns performance for C&F Dallas & Houston and helped them escalate their business. Even with the Covid-19 pandemic, 12AM has been able to pivot their strategy to ensure positive, steady, results during uncertain times. 



Approach

12AM analyzed the overall landscape and adapted  the campaign's  strategy as much as possible to try to match the new consumer needs and behavior during this pandemic.

Get The Leads and Clients You Deserve

Turn leads into customers with the right digital marketing strategy

Strategy

  • Keyword Focus
  • Ad Copy
  • Effective Location Targeting
  • Expanded Ad Schedule

Keyword Focus: 12AM decided to pause existing keywords that were unlikely to perform during these times due to a sudden shift in users' needs. At the same time, 12AM added a series of new keywords that we had identified as valuable both for the consumers and for the business itself.

 

Modified Message: We modified both the Ad Copies and our Ad Extensions to present the most compelling message for the situation.

 

Location Targeting: 12AM decided to focus on areas with higher density as more and more people were confined in their homes. 


Expanded Ad Schedule: With people’s routines being disrupted, we saw a significant increase in early morning searches as well as night searches, both with good conversions rates. Thus, we decided to expand our ad schedule to include as much of these times as possible.

Results

Dallas

houston city scape 12am agency case study
1 %
Increase

in number of conversions

1 %
reduction

in cost per lead

1 %
increase

in conversion rate

1 %
increase

in click-through rate

Houston

houston case study 12am agency

Results

1 %
Increase

in conversion rate

1 %
increase

in number of conversions

1 %
decrease

in cost per lead

1 %
increase

in click-through rate

Lets talk about your lead generation

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