The specimen
Dream Doors Kitchens has been revolutionising kitchen renovations in Australia for over a decade, and is the largest kitchen renovation franchise network in the country.
The problem
Head office wanted more leads flowing to the franchise network, without simply turning up the budget.
The experiment
We designed a dedicated landing page for each franchisee: clear calls to action, sharp value propositions and a layout built to convert on mobile and desktop.
Then we restructured every franchisee’s Google Ads to target customers in their own territory, refining keywords and campaign types for the best return on investment.
- Franchisee landing pages
- Google Ads restructure
- Local keyword strategy
- Conversion optimisation
Results
DDK recorded the highest lead volume in its history within a 30-day period. Better targeting lifted engagement and the new landing pages lifted conversion, while cost per click fell by almost half.
“The Marketing Lab has supported DDK with their marketing for over four years now. They assist with both strategy and execution, working closely with us at Head Office overseeing the activity our national marketing fund supports, but also working directly with our franchisees. They were instrumental in developing the structure for our digital advertising across Facebook, Instagram, Google Search & Display to ensure the activity was effective for both the national campaigns and the LAM activity. We trust their straightforward advice, broad franchising perspective and transparent communication processes.”
