Halco Fence Case Study

Customer background:

A local fence and deck contractor based in Bristow, VA, Halco Fence was beginning to suffer from the housing downturn. The company was looking for a way to replace or drastically reduce its investment in the Yellow Pages which was no longer providing the opportunities necessary to maintain its existing revenue stream.

The Challenge:

Facing one of the toughest recessions and perhaps the biggest downturn in the history of the housing industry the US has ever been through, Halco Fence recognized it had to make a change in their marketing plans. The company's primary source of leads no longer was providing a return on investment. In fact, Halco recognized that their main lead source, The Yellow Pages and the Yellow Pages Pay Per Click (PPC) ad management services actual cost per lead had mushroomed by 200 percent from the previous year. Not only had their Yellow Pages call-in leads shrunk to extremely low levels, their PPC click cost had increased by 35 percent and very few leads were coming in. The calls coming in from their Yellow Pages print ad campaign had slowed to a trickle from previous years.

DAL and Home and Grounds representatives were able to show Halco's president data that indicated he could replace the leads generated by the Yellow Pages print ads and lower the cost of his PPC ads, while increase his leads by a ratio as high as five to one. Looking at our data, Halco made the decision to give DAL's localized SEO and PPC a chance.

Today, DAL manages a tightly-managed, localized PPC and locally-targeted SEO campaign for Halco. Halco has reduced their overall Yellow Pages advertising budget by 75 percent and is using 50 percent of that savings to cover the expense of their PPC and SEO campaigns. The result of the SEO-PPC campaign has led to a 200 percent increase in new leads in contrast to what the Yellow Pages print ad and Yellow Pages PPC ad management had produced the previous year.