Orzech Heating and Cooling is a local, family-owned, and operated HVAC company in London, Ontario, providing residential and commercial heating, cooling, and plumbing, since 1996.
Challenges
Orzech Plumbing and Heating was seeking high-quality leads in a saturated market. The key issue was not just generating any leads but finding those that convert into loyal customers who value Orzech’s commitment to quality and service.
SOLUTION
Generating High-Quality Leads
GIANT Creative undertook an extensive market research initiative to pinpoint Orzech’s ideal customer profiles.
Market Research
By leveraging CRM data, purchase history, customer location, and social media interactions, GIANT Creative identified four key personas. This research revealed potential customers’ preferred channels for communication, top interests, and pain points.
Performance Creative
GIANT Creative revamped the Orzech branding, the landing page and strategically crafted messaging and visuals specific to each identified customer persona in order to optimize ROI.
Strategy
A tailored marketing strategy that focused on the unique needs and behaviors of each segment to attract high-quality leads was deployed.
Lead Generation
A seasonally optimized multi-platform lead generation campaign was developed and launched to increase high quality leads.
RESULTS
GIANT Wins
Our campaigns delivered exceptional results across key metrics. They achieved a 761% Return on Ad Spend, surpassing the industry standard by 300%. We also reduced the cost per lead by 57%, from $49 in November 2023 to $21 in July 2024. This puts our Cost Per Lead at 69% below the industry average while boosting the conversion rate to 23.3% over the last three quarters.
761%
Return on Ad Spend – 300% above
industry average
$21
Average Cost Per Lead – 69% below
industry average
23.3%
Average Conversion Rate – 58% higher
than industry average
“The increase in form submissions has made life easier. Our sales rep can communicate quicker and get the client engaged. I feel that it is way better than what we had in the past.”
Greg Montag
Vice President
McDonald’s Canada
McDonald’s Restaurants of Canada Limited owns and operates more than 1,400 restaurants and employs more than 90,000 Canadians coast-to-coast, serving 2.5 million Canadians every day.