128% of the Lead Goal for a Mold Company With a Brand-New Website

The challenge

The company tests, inspects and remediates, but does no demolition and no water or fire mitigation, so many "mold" searches were not a fit. Renters, who cannot authorize work, were a steady problem. The website was new, and national lead platforms were bidding on the same keywords.

What we did

• Started with a client questionnaire and kickoff call, and turned the notes into a targeting plan
• Researched keywords and competitors before building anything
• Designed a custom landing page alongside the campaign instead of waiting for the new site to build authority
• Excluded the services the company does not offer, and wrote ads that spoke to owners
• Tracked every call and form, reviewed the leads with the client, and adjusted

The results

On a $3,000 monthly budget, the campaign reached 128% of the agreed lead goal in spring 2023. Across the whole campaign only two calls and three forms were marked bad, including a renter with a moldy washing machine and someone who needed a power washer. The client was already closing 50 to 60% of its leads, so better-qualified leads turned straight into work.

What this means for a mold remediation company

For a mold company, lead quality is the whole game. Every renter, every DIY question and every request for work you don't do costs a click and your office's time. Excluding them in the keywords, the ad wording and the landing page, then reviewing leads weekly, is how a modest budget produces signed jobs. A new website is not a reason to wait.