BACKGROUND
Matrix Mechanical, established in 1990, is a trusted provider of plumbing, heating, and HVAC services in the Greater Saint John area. With over 30 years of experience and a strong reputation for reliability, the company serves more than 5,000 satisfied customers. In 2024, Matrix Mechanical faced a new challenge: to enhance their local
presence and dominate search engine results within their service area. The company’s journey to this goal began with their acquisition of EZee Gas and George Freeze Plumbing and Heating, which provided them with an opportunity to consolidate and expand their services. To
achieve their new objectives, they partnered with AOK Marketing for a comprehensive digital marketing strategy focused on Pay-Per-Click (PPC) advertising and Search Engine Optimization (SEO).
BEFORE THE CAMPAIGN
Internal Challenges:
Matrix Mechanical’s leadership wanted to increase brand awareness and attract new clients but struggled to reach a broader online audience. Despite their robust offline reputation, they were invisible to many potential customers searching online for plumbing and HVAC services.
External Observations:
Competitors in the region had established a dominant online presence, consistently outranking Matrix Mechanical in local search results. This gap limited Matrix Mechanical’s ability to attract new leads and grow their business.
DURING THE DECISION-MAKING PROCESS
External Motivation:
Understanding the critical role of digital visibility in modern business, Matrix Mechanical made the decision to invest in a robust online marketing strategy. They recognized the need to leverage PPC and SEO to capture potential customers actively searching for their services.
Internal Concerns:
While excited about the potential, the team had reservations about the effectiveness of these strategies and their return on investment. However, the drive to grow their customer base and maintain competitiveness in the market outweighed these concerns.
TRANSFORMATION
The collaboration with AOK Marketing marked a pivotal moment for Matrix Mechanical. By addressing both internal concerns and external challenges, the campaign successfully elevated the company’s online presence. Today, Matrix Mechanical enjoys greater visibility, increased customer engagement, and a stronger foothold in their local market.
EXECUTION OF THE CAMPAIGN
AOK Marketing’s Strategy:
1. PPPC Campaigns: Customized Pay-Per-Click campaigns targeted specific keywords related to plumbing, heating, and HVAC services. The campaigns focused on geo-targeting to ensure the ads reached customers in the Greater Saint John area.
2.SEO Improvements: A comprehensive on-page and off-page SEO strategy was implemented. This included optimizing Matrix Mechanical’s website, building high-quality backlinks, and targeting service-specific keywords such as “St. John’s plumber” and “plumbing contractors.”
AFTER THE CAMPAIGN
Internal Impact:
Matrix Mechanical’s leadership noted a significant increase in customer inquiries and service bookings, boosting their confidence in the digital strategy. They felt more equipped to handle the competitive nature of their industry.
External Results:
PPC Success:
- Generated over 1,800 clicks and 338 conversions with an verage cost-per-conversion of CA$13.30 on their Pmax campaign.
- High-performing campaigns drove substantial, targeted traffic to their website, leading to increased customer engagement.
SEO Results:
- Visibility in search results increased by 10.12%, reaching a 0.05% visibility rate.
- Improved rankings for key terms such as “St. John’s plumber” (+33.33%) and “plumbing contractors” (+21.89%).
- Estimated traffic and average position saw notable
improvements, solidifying Matrix Mechanical’s position in local search rankings.
CONCLUSION
The partnership with AOK Marketing demonstrated the transformative impact of a well-executed digital strategy. For Matrix Mechanical, this was more than a marketing campaign; it was a step towards future-proofing their business and reinforcing their reputation as the leading provider of plumbing, heating, and HVAC services in Greater Saint John.
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