How McRae’s Environmental Services Became a B2B Leader with Strategic Digital Growth
With over 65 years of experience, McRae’s Environmental Services Ltd. has established itself as Western Canada’s premier provider of industrial and environmental services. Headquartered in Canada, McRae’s is committed to delivering innovative, reliable, and sustainable solutions for a diverse range of clients, from municipal and industrial sectors to residential and commercial customers.
Challenges
When we first partnered with McRae’s Environmental Services Ltd. in 2015, they were facing significant challenges with their digital marketing efforts.
Their Google Ads campaigns lacked structure, which led to inefficiencies in both spending and performance. There was also no conversion tracking in place, making it difficult to assess the effectiveness of their campaigns or measure ROI. The absence of a clear strategy had resulted in high cost-per-click (CPC) and unnecessary advertising expenses.
Additionally, their website wasn’t optimized for search engines, had minimal content, and lacked rankings for key target keywords, making it hard for potential customers to find them online.
Solutions Implemented
To address the challenges faced by McRae’s Environmental Services Ltd, we implemented a comprehensive digital strategy focused on achieving both immediate and long-term results:
- Google Ads Optimization: We restructured their ad campaigns to enhance targeting and efficiency, while implementing accurate conversion tracking and analytics to closely monitor performance and ROI. As a result, they achieved a 60% reduction in Cost-Per-Click (CPC) within just two weeks.
- Improved Conversion Rate: With the restructured campaigns and optimized budget allocation, the conversion rate increased by 80%, allowing McRae’s to achieve better results with less ad spend.
- Website Redesign: Built a brand-new, mobile-friendly, and Google-optimized website with a clear strategy for improved user experience and search engine visibility.
- Search Engine Optimization (SEO): We implemented a robust SEO strategy, focusing on high-quality content and targeted keywords. Within three months, the website achieved first-page rankings for highly competitive keywords, and within six months, McRae’s secured top 3 positions for key terms, maintaining those rankings consistently ever since.
Results
The partnership between McRae’s Environmental Services Ltd. and our team led to significant improvements in their digital presence, driving measurable results across key performance indicators:
%
Reduction in Cost-Per-Click (CPC)
%
Increase in conversion rate
First-page ranking for competitive keywords within 3 months
Top 3 rankings for key search terms within 6 months
Client Review
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