Manhole Covers Direct (MCD) supplies American-made manhole covers and frames made from the highest grade steel, stainless steel, composite, or aluminum, to government agencies, contractors, and developers. Their team of engineers custom fabricates any manhole cover, frame, or drain grate to make sure the job gets done right, no matter the application.
Increase in Clicks
Increase in Monthly Website Visitors
“We’ve had nothing but good experiences with LP. At this pace we’re looking at a tremendous increase in sales over the next five years. We’re excited about what the future holds for our partnership!”
— Alex Conklin, Founder/Owner, Manhole Covers Direct
Why Logical Position?
When it comes to custom metal fabrication, MCD was well covered, but online advertising was uncharted territory. MCD had minimal experience running Google Ads in-house, but struggled to harness the full potential of the platform and leverage their business niche. With no analytics or tracking data setup on the backend, they were unable to optimize performance and hone in the various segments of their business. They needed a full funnel approach to digital marketing and sought out a trusted Google premier partner in LP to handle the heavy lifting.
Before we started targeting new acquisitions for MCD, we set up Google Analytics and conversion tracking to understand the impact each channel was making on their site. This also helped us understand where to focus their budgets in order to leverage that data for future success.
Next, we restructured their Google ads account into highly segmented pay-per-click (PPC) campaigns by keywords and product type to give a granular snapshot of the entire account. This enabled LP to identify which levers to push and which to pull, when it came to allocating budget across their various product offerings.
Once our Google Ads were well established, we duplicated those efforts on Microsoft Advertising to expand their online visibility and growth, allowing us to target additional users we were not able to with Google alone.
With our PPC campaigns bringing in a steady flow of business, it was time to build for the future. This is when we built them a new site with full ecommerce functionality, optimized for the search engines and designed to improve their conversion rates. From there, we continuously worked on their SEO to further improve MCD’s rankings in the search engine results page (SERP).
This was a fundamental change to their business as it allowed users to buy directly off their site, and helped accelerate their growth, as their organic traffic grew month over month and continues to do so as they look to expand into the Canadian market in the future.
Since working with LP, MCD’s business has completely transformed. They’ve been able to hire additional staff and expand to new markets. After we took over their ad management in 2018, MCD’s sales increased by 350% in the second half of that year. In year over year comparisons between the first half of 2018 and 2022, there has been a whopping 1200% increase in clicks and a 1181% bump in new site users. Not only have they been able to provide their employees with proper benefits, but their competitors are now bidding on their branding terms in competitor campaigns.
Imitation is the highest form of flattery, so if you’re still considering which agency to manage your digital marketing needs, remember that LP has you covered.