Microsoft Advertising has played an integral and efficient role for Mr. Splash Plumbing’s marketing strategy with keywords and sitelink extensions providing value. “Microsoft Advertising has been essential to the growth of the Mr. Splash Plumbing business,” says Janty Mohammed, AiiMS Managing Director and Founder. Mr. Splash Plumbing started working with AiiMS in 2017, and the two have been able to finely tune the company’s campaign goals over time. Occasionally, AiiMS will conduct some “Google-neutral” A/B tests, which involve running Microsoft Advertising paid and organic traffic only for a month at a time. Through testing, they began discovering that the purchase intent is greater among the Microsoft Advertising audience. Furthermore, it was evident the average order size from Microsoft Advertising conversions was much higher, with the average order at $2,500, compared to an average order from Google at just 10% of that figure.
If you also consider that Microsoft Advertising accounted for 23% of the Mr. Splash Plumbing phone call leads in July 2020 with a smaller audience, versus 31% from Google, Microsoft Advertising is far and away the more valuable channel.
Going beyond the $28 vs. $52 CPA from July 2020 and incorporating the previously mentioned average order size, the Return on Ad Spend (ROAS) comparison is a stark 90:1 with Microsoft Advertising, versus just 4:1 on Google.
“Working with the Microsoft Advertising and AiiMS teams has helped our business experience tremendous growth. Leveraging paid search to reach people when they are researching plumbing solutions has given our business the marketing support we needed to build a successful small business,” says Jon Tsingolis, owner of Mr. Splash plumbing services. Efficient performance goes a long way and is helping drive the localised franchise growth strategy Mr. Splash Plumbing is planning with help from AiiMS.
Mr. Splash Plumbing founders and family
“The ethos behind AiiMS valuing paid search marketing has a great deal to do with discovery, and putting clients in the best position to win — especially when user intent is high,” says Mohammed. AiiMS and Microsoft Advertising have had an opportunity to play a part in seeing a small business experience 775% monthly revenue growth, comparing to just a couple short years ago.
“All new AiiMS clients are activated on the Microsoft Advertising Network because we are an agency that values the power of search, and we have witnessed time and again the value of the Microsoft Advertising Network in action,” ads Mohammed. Retail is not the only segment seeing commercial success during these trying COVID-19 times. Home services like Mr. Splash Plumbing, are succeeding as well. For this small business, support, a sound strategy, trusted relationships, and delivering on the promise of performance have cleared the path toward growth.