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Inman-Murphy Termite & Pest Control is one of the fastest-growing pest control companies in the Memphis, Tennessee, area.

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The challenge.

The client was dissatisfied with its PPC results from another provider. The main campaigns weren’t performing well in conversion production, conversion rates, ad rank and other metrics.

Our work.

Our analysis pointed to the broad metro targeting settings and a search query investigation revealed a significant amount of search volume for several fringe communities within the main target area. This was leading to relevance issues with both the creative and the landing pages.

To improve the relevance of the campaigns, we targeted select metro areas through careful ZIP code performance analysis. We then inserted the corresponding city names into our keyword sets, ad copy, and landing pages, aligning our creative and messages to prospect searches in each market.