Proof In the Revenue: Branded Search Drove Real Sales
Home services provider CroppMetcalfe wasn’t sure if branded search was bringing in new business or just clicks. We ran a test to find out, and the growth was undeniable.
The Challenge
CroppMetcalfe was putting 10% of its budget into branded search but had doubts.
- Reports made the ads look good on paper
- The big question: were they winning new jobs or just showing up for customers who would visit their site anyway?
- With a limited budget, they needed proof before spending more
The Solution
We stopped guessing and ran an incrementality test to see if branded search was actually pulling its weight.
- Matched markets statistically
- Kept ads running in some markets and turned them off in others
- Measured the lift in new customers and revenue
- Proved what was truly incremental demand vs. what was revenue they would have captured anyway.
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The Results
The answer was clear: branded search was 100% incremental for CroppMetcalfe.
- It drove new revenue, not just clicks
- CroppMetcalfe reinvested with confidence
- Branded search is a critical lever in moving home services businesses forward in competitive markets.
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