Acuren Case Study

Services

Analytics Marketing Analytics

Web Site Design + Development
Portfolio

CRO Conversion Rate Optimization

The Challenge

Acuren is an industrial services company specializing in nondestructive testing, inspection, engineering and rope access enabled industrial services. It serves a multitude of industries, such as oil and gas pipeline, aerospace, building/infrastructure, and manufacturing from over 80 locations across the United States and Canada. Here’s how we helped them turn PPC into a business driver and achieve 277% ROI.

After underperforming results from other agencies, Acuren needed a digital marketing partner with the expertise and strategic focus to grow its volume of leads year-over-year while driving down cost per acquisition and provide a positive ROI from the paid media investment. Our top objective was to develop a pay-per-click program with a robust single-keyword ad group strategy that focused on both the key service lines plus newly launched service areas like rope access and engineering.

The Client

Industry B2B Industrial
Location Houston, TX | Calgary, AB

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Our solution.

Paid Media / PPC

After in-depth keyword research and learning the ins-and-outs of the business, Forthea developed a plan to optimize and tighten up Acuren’s PPC campaigns using paid search strategies focused on growing the account into a profitable, lead-driving state. Our team launched successful automated bid testing on Google Ads to help adjust bids in real-time based on a multitude of unique user signals. After a three-month optimizing period, we were able to expand on other strategies like Microsoft Ads and testing ad creatives and landing pages to exceed the client’s lead generation goals.