Paul Davis – Maximizing Growth for Multilocation Franchise

Our challenge is unique because each location has the same template website and each one needs custom optimization as the markets differ substantially. For example, locations in the north experience more frozen pipes and HVAC fires than locations in the south, which see more storm flooding. Content optimization across key service area pages included breaking content into easy-to-read chunks, adding icons and lists, and creating infographics to improve user experience.

Local SEO optimizations focused on weekly Google Business Profile posts with hyper-local targeting added for surrounding areas for each Paul Davis location. Local business schema was added to the contact page for improved Googlebot crawlers as well as product schema was added to individual service pages. Home Page banners were changed from the templatized skyline used on every franchise home page to specific views of each corresponding city.

We created Local Service Ads to capture customers searching for water damage repair and mold remediation. LSA allows us to control costs as it is a pay-per-lead instead of a pay-per-click platform so Paul Davis only pays for qualified leads. We learned how to leverage max budgeting and Google Reviews to improve the visibility of our ads. LSA is a great addition to PPC advertising to build brand awareness and drive bottom-funnel leads.

The search landscape for water damage repair is highly competitive and requires strategic thinking to capture customers looking for emergency repair services. We are challenged with competitors driving high cost per conversion in small, local markets. Our team focuses on optimizing campaigns for qualified leads and measuring jobs estimated and jobs invoiced for true ROI.