C A S E S T U D Y
From Regional to National
How GR Digital Marketing Used Google Ads to Help an Industrial Cleanup Company Go from Three States to a Nationwide Brand in Six Months
GR Digital Marketing (GRDM) built multiple successful Google Ads campaigns for ITS Environmental Services (ITS) in one of the most difficult, tense commercial spaces: biohazard and crime scene cleanup. Through a collaborative approach in which GRDM and ITS worked together, GRDM’s Google Ads experts expanded ITS’s reach to unprecedented levels and generated high-quality leads at a fraction of ITS’s previous ad spend.
From Expensive to Effective:
How GR Digital Marketing Completely Rebuilt a Google Ads Campaign and Made it Produce Unparalleled Results for Our Client
Before GRDM, ITS had once spent $5,000 on Google Ads to produce just 25 leads that were not particularly beneficial to the company. While working with GRDM, in just one month of the six-month program, ITS spent $4,000 on Google Ads and procured 60 high-value conversions, enabling ITS to take its brand from the tristate region to the national level.
Challenges
ITS provided biohazard cleanup solely in CT, NJ, and NY.
Solutions
GRDM used a custom ad campaign to procure qualified leads in IL, MI, MO, LA, MA, PA, & OR.
ITS had no Google Ads running and had mixed experiences with past ads.
GRDM worked with ITS to construct tailored ads for mice, bat, rat, pigeon, raccoon, and other animal cleanup.
ITS specializes in fields that are challenging to market without incurring Google penalties.
GRDM liaised directly with Google to understand what was allowed and not allowed in order to get the ads approved.
ITS services are discreet and respectful, incurring inherent obstacles in promotion and advertising.
GRDM met with ITS weekly to develop advertising assets, keywords, and images that accurately described their services.
ITS also offered industrial disinfection services, but industrial business owners didn’t know about it.
GRDM created precise ad campaigns that targeted the exact keywords industrial business owners are searching on Google.
ITS is a full-service, comprehensive disaster restoration and extreme cleanup service, but previous ads didn’t reflect that.
GRDM built strategic campaigns targeting animal damage and waste cleanup, virus disinfection, asbestos abatement, odor removal, hoarding cleanup, extreme cleaning, and pack out/moving/storage services.
An Ads Agency that Literally Meets Clients Where They Are
To craft compelling, relevant, and engaging ads that convert and provide great return on investment for our clients, GR
Digital Marketing meets clients where they are, and sometimes that means literally traveling across the country to spend several days with the client!
No other marketing firm takes this level of care and focused intentionality with their clients, but GRDM does.
After bringing ITS on as a client, GRDM’s leadership team hopped on a plane and traveled to the tristate area to immerse themselves in ITS’s business. For three days, GRDM got hands-on in ITS’s daily operations and learned what makes their services unique.
GRDM’s CEO and Founder, Grayson Robinson, quite literally stepped into ITS’s shoes by donning full protective gear
before receiving a demo from ITS CEO and Founder Doug Baruchin on what goes into cleaning up a hazardous site. After the demo, Grayson and Doug hosted collaboration meetings with GRDM and ITS leadership to strategize the path forward for ITS’s ad campaigns.
Watch the video below to go behind the scenes with GRDM as Grayson and his film crew traveled across the country to
meet with Doug and the ITS team.
We Meet You in Your World To Help You Get Results in Ours
"I haven't worked with anyone better in this field. GRDM are the best in this field " - Doug Baruchin
+100
Qualified Leads Nationally
In Less Than a Year
$39.50
Cost Per Conversion
In Less Than a Year
+1,000
Qualified Leads in Total From Ads
In Less Than a Year
Challenges to Growth
During initial meetings with ITS, the GRDM team immediately identified the following as critical obstacles to business growth:
​
The stakes were high. ITS needed to find a way to promote their services to expand, but they ran up against strict Google policies on mentioning words like “fentanyl cleanup,” “crime scene cleanup,” and “suicide cleanup,” just to name a few.
ITS also encountered obstacles when posting photos of cleanup projects. ITS had to find a way to create relevant, eye-catching, and engaging ads that used the right keywords and image assets to accurately describe their services, while also being discreet, respectful, and in line with Google’s policies.
ITS didn’t have any ads running and had only dabbled in Google Ads before, the last time being in 2020.
ITS had become highly successful in CT, NJ, and NY, but hadn’t been able to break out into other states/regions.
When ITS had run ads in the past, no tracking, measuring, or conversion analysis had been implemented.
ITS faced inherent obstacles to growth, in Google’s policies around ads that made it challenging to publish ads that included words and images related to the types of extreme cleanup services ITS performs.
​A White Glove Approach to Tailor-Building and Monitoring Google Ad Campaigns
Solving the challenges required an agency like GRDM that understood Google’s advertising policies and that could be highly premeditated in its advertising strategy. Just some of the solutions employed by GRDM included:
-
Collaborative Keyword Research: Grayson Robinson, owner and founder of GRDM, and Doug Baruchin, owner and founder of ITS, met numerous times to determine which keywords would yield the most effective ads.
​
-
Photo Asset Creation: GRDM’s team produced compelling, engaging photos to use as ad assets.
​
-
Liaising with Google on Ad policies: GRDM liaised directly with Google’s Ads department over the course of more than 30 different live calls to determine exactly which words and photos would describe ITS’s business accurately while still conforming with Google’s policies.
​
-
Launched targeted ad campaigns: GRDM carefully built each ad in accordance with Google’s ad policies and under ITS’s approval.
​
-
Conversion Set-Up and Optimization: GRDM carefully monitored ad campaigns based on leads and conversions being fielded by ITS.
​
-
Conversion Monitoring and Adjustment: GRDM used proprietary techniques to capture high-value leads that other campaigns would have missed.
​
-
Code-Writing to Streamline Conversions: GRDM wrote custom code into its ads in order to streamline ads and ensure ITS was getting the best results from its investment.
Hands On, Tenacious Advertising Grew ITS Into a National Brand
GRDM generated over 100 qualified, national leads that facilitated ITS’s expansion from the tristate area into seven
additional states (IL, MI, MO, LA, MA, PA, & OR).
GRDM generated over 1,000 qualified leads from its ITS ad campaigns in less than one year, at a cost per conversion of
$39.50.
​
GRDM secured ITS multiple local leads for industrial disinfection services, including listeria and E coli cleanups in
manufacturing plants.
GRDM ran successful ad campaigns targeting previously unmarketable services offered by ITS, such as “drug cleanup,” “meth cleanup,” “fentanyl cleanup,” and “unattended death cleanup.”
When asked to comment on the results GRDM was able to get for ITS, GRDM founder and owner Grayson Robinson had this to say:
​
“Most marketing agencies are not keen to get on the phone and actually get in the trenches with Google’s Ad representatives to sort out bugs and hiccups in ads. But we assume the perspective that we are our client, and that this is our money being spent on ads. With that mindset, we advocate ruthlessly for our clients and adjust ads as needed and work with Google as needed to ensure the ads we produce are getting results for our client.”
Positive Feedback from Our Client
From Doug Baruchin,
Owner & Founder of ITS Environmental Services:
From Grayson Robinson,
Owner & Founder of GR Digital Marketing:
“During our collaboration with ITS Environmental Services, we were able to dramatically increase qualified leads for very niche, extreme cleanup topics through targeted Google Advertising, reduce wasted ad spend, and expand their business nationwide to new service areas. These are the kinds of results that highlight the depth of our strategy and execution and what can be accomplished in collaboration with a client that puts teamwork at the forefront. We couldn’t have been more fortunate to work with such an incredible, cooperative, and passionate client as Doug and the ITS team!”
Ready To Transform Your Digital Presence?
GR Digital Marketing’s mission is to help businesses achieve their goals through a slate of highly refined, customized service offerings. Contact us today to schedule your free assessment.