Case Study: R & R Insulation achieves lower-cost specialist leads with Resourcifi's Google Ads PPC management

R & R Insulation lowers cost per lead to $67 with Resourcifi

The customer, R & R Insulation, was running undifferentiated Google Ads campaigns with flat bids, making it impossible to determine whether general home insulation or specialist wall and attic work was the source of higher-margin leads. Their challenge was to separate this intent and identify the stronger, more efficient lead source. They engaged the vendor, Resourcifi, for paid media management.

Resourcifi solved this by splitting the campaigns into General and Core intent groups and allowing bids to find their own conversion rate. This strategy revealed that the specialist Core campaign was the efficiency winner, generating leads at a cost of $67 versus $94 for the General campaign. This result, based on 18 total conversions, enabled R & R Insulation to plan a Q2 budget tilt towards this higher-margin work.

R & R Insulation