When it comes to digital advertising, not all conversions are created equal. That’s why we’ve been excited to test and implement Google’s Value Centric Measurement utilizing offline conversion integration for our clients. These advanced tools help focus ad optimization on the metrics that matter most: lead quality, booking rates, and overall return on ad spend (ROAS).
The results? Game-changing.
What Is Value Centric Measurement (VCM)?
As Google continues to evolve and improve, CAMP Digital grows and evolves with it! For the past two years, we’ve been working with our partners at Google and Microsoft to prioritize lead quality over quantity, focusing on delivering higher-value opportunities for your business.
Our goal with Value Centric Measurement—formally known as Offline Conversion Tracking or 1st Party Data integration—is to harness the power of Google’s AI to deliver higher-quality leads to our customers. By integrating our clients’ ServiceTitan data into our bidding strategy, we are able to bid further down to promote the highest quality leads and maximize ROAS.
How It Works
CAMP Digital seamlessly integrates our clients’ ServiceTitan data into our proprietary marketing technology stack to rank and assess the true value of each prospect. This data integration allows us to pull booking status, sales revenue, and other key metrics, enabling more precise campaign optimizations that focus on higher-quality ROAS and deliver valuable insights into marketing campaigns.
Real-World Results That Speak for Themselves
In a recent campaign for Drains, Sewer, and Electrical services, we applied Google’s Value Centric approach and pulled the following metrics:
*Spend: $56,311 on Performance Max (PMax) campaigns (across multiple clients)
While costs increased slightly (as predicted and expected), the payoff was undeniable. The booking rate skyrocketed by over 56%, and ROAS soared nearly 69%. These numbers demonstrate a fundamental shift: instead of simply driving more clicks or form fills, we’re driving high-quality leads that convert into real business.
Why Value Centric Optimization Matters
Traditional campaign optimization focuses on maximizing clicks or conversions without accounting for their true business impact. But if those leads don’t turn into paying customers, are they really valuable?
With Value Centric Measurement, we can:
- Connect Offline Data: Integrate offline conversion data, like booked jobs and revenue, into Google Ads.
- Optimize for Quality: Shift campaign focus from quantity (more leads) to quality (better leads).
- Improve ROI: Ensure every dollar spent on advertising drives meaningful results for our clients.
By aligning ad performance with real-world business outcomes, this approach gives businesses the clarity they need to make smarter marketing decisions.
What These Metrics Mean for Home Service Companies
Home service companies operate in highly competitive markets where lead quality can make or break profitability. Here’s what our recent results demonstrate:
- Higher Booking Rates: With a 56% improvement in booking rate, more leads are turning into scheduled jobs—a key metric for home service businesses.
- Increased Revenue Efficiency: A 69% boost in ROAS means ad spend is delivering significantly more revenue, making campaigns not just cost-effective but revenue-driving.
- Smarter Investment: Even with a slight uptick in costs, the focus on quality leads ensures every dollar works harder.
How We Make It Work for You
At CAMP Digital, we’re always on the cutting edge of digital marketing strategies. We leverage tools like Value Centric Measurement and utilize offline conversion integration to ensure our clients benefit from the latest innovations.
Here’s how we implement these strategies:
- Customized Integration: We work with clients to integrate their CRM system (currently for clients utilizing ServiceTitan) with Google Ads for seamless offline data tracking and to assess the true value of each prospect.
- Advanced Campaign Strategies: Using tools like Performance Max, we optimize ads to prioritize leads most likely to convert into booked jobs.
Data-Driven Insights: Ongoing analysis ensures we continually refine campaigns to deliver maximum ROI.
Learn more about Value Centric Measurement HERE and HERE.
Ready to Drive Better Results?
If you’re tired of seeing ad dollars go to waste on low-quality leads, it’s time to rethink your strategy. Google’s Value Centric Measurement, combined with CAMP Digital’s expertise, is the key to unlocking better leads and higher ROI for your business.
Let’s discuss how we can put these tools to work for you. Schedule a consultation today and start seeing the results you deserve.
Connect with CAMP
Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!
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