Adding “Years of Service” in Text Ads Increases Conversions by ∞% and Calls by 16.98% – Case Study

From 0 Conversions to 2 Conversions in 30 Days

Sometimes, it’s hard to get even a single conversion, but having zero conversion in 30 days is just not acceptable. At least, there should be an online inquiry or a call on the phone in a month’s time. But that’s exactly what happened with this client. There was literally none.

The campaign had 0 conversions during the 30 period beginning October 27 through November 26, 2015. When took over in November 27, 2015, the campaign generated 2 conversions throughout the 30 day period beginning November 27 through December 26, 2015.

From 53 Calls to 62 Calls in 30 Days

Calls increased by 16.98%, from 53 calls in October 27 to November 26, 2015 to 62 calls in November 27 to December 26, 2015.

Calls were relatively longer, too.

Calls lasting from 3-5 minutes, and 5-10 minutes increased substantially. Together, these calls rose by 125%, from 4 calls in October 27 to November 26, 2015, to 9 calls in November 27 to December 26, 2015.

Calls with the 3-5 minute duration increased by 200%, from 2 calls in October 27 to November 26, 2015 to 6 calls in November 27 to December 26, 2015. Calls with the 5-10 minute duration increased by 50%, from 2 calls in October 27 to November 26, 2015 to 3 calls in November 27 to December 26, 2015.

The customer buying cycle basically involves three steps:
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We presume that the longer the call, the more serious the buying intent. These callers are likely already considering the purchase, weighing their options, asking a lot of questions before finally making a decision.

The “Years of Service” Difference

Customers, especially new to the brand or product, often look for a company’s strong or impressive track record. Being this long in the industry adds to a company’s trustworthiness or reliability.

Taking that cue, magnified the fact that the client has been in the business since 1964. We took up the following phrases for marketing pitches.

Established in 1964
50+ Years
Since 1964
Over 50 Years

By simply adding these phrases to a new set of text ads, the campaign experienced considerable improvements, most notably in the form of conversions.Case in point, we changed a line in the text ad copy from:

Experts in Electronic Security.


Securing Your Property for 50+ Years.

And the results were obvious. The campaign generated 2 conversions for the first time in 30 days, and calls jumped by 16.98%.

Any long-running company would want to boast about its length of service simply because people trust established brands more. For buyers, the most apparent reason for a brand or company to have stayed this long is their reliability and consistency over the years.

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