“We started working with Intrigue to develop a digital marketing strategy that would deliver better results than our current print ad campaigns. We worked with Ryan and the team to build out a scalable Marketing Action Plan (MAP) and renovate our website to increase our conversions and lower our customer acquisition cost.
The campaign deployed by Intrigue quickly generated results that dwarfed our print ad lead generation and was the contributing factor to our 70% growth over the first year. The lead gen tracking and reporting has also been an excellent tool, allowing us to narrow our targeted advertising to the exact clients we are looking for.
The scalability of the strategy further allows us to manage our leads in conjunction with our production speed and our future growth planning.
The results Intrigue has produced for us have been beyond our expectations and have become a key component in our growing business.”
— Rodney Wieske
Custom Outdoor Kitchen Concepts
Who is Custom Outdoor Kitchen Concepts?
Located in sunny Florida, Custom Outdoor Kitchen Concepts caters to both budget-conscious and high-end clients by building stunning and functional outdoor kitchens for residential customers, custom home builders, and retail designers. Their “Semi-Custom” modular kitchens are perfect for those seeking a sleek, custom look at an affordable price. For clients with larger budgets, they offer fully custom outdoor kitchens, providing a luxurious, tailored experience. Masters in creating seamless, high-quality outdoor kitchens, Custom Outdoor Kitchen Concepts ensures their designs perfectly complement the style of clients’ homes. Their expertise includes concrete cabinetry and stainless steel equipment, making their kitchens not only beautiful but also durable and easy to maintain, ideal for the Florida climate. This approach ensures everyone can enjoy a high-quality, aesthetically pleasing outdoor kitchen without compromising on quality or style.
Rodney’s Entrepreneurial Journey
Rodney, the owner of Custom Outdoor Kitchen Concepts, began his entrepreneurial journey with a dream of building a successful business in the United States. His family owns multiple businesses in both Canada and the United States, and Rodney wanted to continue his love of building businesses with a new challenge in Florida. After relocating and purchasing Custom Outdoor Kitchen Concepts, he realized the need to transition from traditional magazine advertising to a dynamic digital marketing strategy.
Introduction To Intrigue
Rodney had the operational capacity to nearly double his revenue with his current staff but faced a significant challenge in finding enough high-quality leads to achieve this ambitious goal. Despite the potential for growth, the lack of qualified leads was holding his business back. Rodney recognized that to unlock this potential, he needed to go beyond traditional methods and find a marketing partner who could offer more than just basic services.
Rodney was seeking a partner who could grasp the unique needs of his business and create a strategic, customized marketing plan. This plan needed to focus on generating qualified leads that could convert into loyal customers, ensuring sustainable growth for his company. He wanted a digital marketing expert capable of crafting targeted campaigns, leveraging data-driven insights, and utilizing the latest technologies to reach the right audience.
Then he learned about Intrigue, a company specializing in marketing within the landscape industry, through current clients Matt Wieske from Green Thumb Landscaping and Jordan Lodder from Genesis Metal Works & Limestone Trail. Intrigue’s expertise and proven success made them the ideal partner for Rodney’s business goals.
The Strategy
To help Rodney increase the number of qualified leads, Intrigue proposed a comprehensive Google Ads strategy consisting of two distinct campaigns:
Search Campaign: This campaign focused on capturing customer search demand for relevant keywords and driving traffic to the website. It targeted specific keyword searches related to core products and services, such as outdoor kitchen designer, outdoor kitchen contractor, outdoor cabinet maker, outdoor custom cabinets, and custom outdoor kitchen.
Performance Max Campaign: This campaign was pushed across all Google platforms, including the Display Network, YouTube, Gmail, and Search with a goal to build brand awareness and ensure a broad reach.
Additionally, we planned to remarket to non-converters to re-engage potential customers who visited the site but did not make a purchase or inquiry. This dual-campaign approach aims to build brand awareness and capture keyword searches effectively, driving qualified leads and supporting sustainable business growth.
Results and Success
Rodney aimed for a Cost Per Lead (CPL) of $300 when he set his goals, but his year-to-date CPL from the Google Ads campaign stands impressively at $206.93. This performance has not only helped generate more qualified leads but has also allowed Rodney and his team to focus more on business growth and less on the stresses of marketing and lead generation. Additionally, from March 1, 2023, to the present, Custom Outdoor Kitchen Concepts has experienced a remarkable 11x return on investment (ROI) with Intrigue, including a significant 6x ROI specifically from the Google Ads campaign. This success underscores the efficacy and strategic impact of their advertising efforts.
Conclusion
Rodney’s story with Custom Outdoor Kitchen Concepts exemplifies how strategic digital marketing can transform a business. By implementing a targeted Google Ads strategy, we were able to reduce the CPL and generate a substantial number of leads, driving business growth and fulfilling Rodney’s vision of staying in Florida. If you’re looking to achieve similar success, let’s work together to create a tailored marketing plan that meets your unique needs. Contact us today to start your journey towards business growth and success!