5 Years of Consecutive Growth for Service.com.au

Through a targeted PPC strategy and keyword optimisation, farsiight helped Service.com.au achieve a 32% year-on-year growth in quote requests while maintaining the target cost-per-lead.

Snapshot of case study

Key Outcome
33% growth in quotes

Industry
Technology, B2B, Marketplaces

Services
PPC Marketing, Paid Social Advertising

The Challenge

Service.com.au is an Australian two-sided marketplace connecting customers with local trades and services. Founded by a team on the Gold Coast, the platform was growing rapidly on the vendor side but faced challenges scaling up the number of quote requests from customers. While their in-house team had been running PPC campaigns, they felt they had reached a ceiling and needed a partner to help take things to the next level.

farsiight was tasked with helping Service.com.au scale quote requests while maintaining a CPL that aligned with their goals.

Digital Strategy

Our strategy started with an in-depth audit of Service.com.au’s PPC campaigns. We identified a keyword gap that had a potentially large upside in terms of traffic and competition. We also saw an opportunity to increase the click-through rate (CTR) by introducing localisation to the ad copy, as users searching for trades and services typically look for localised results.

To address these challenges, we:

Keyword Optimisation: Implemented a new keyword strategy to target high-potential search terms.
Localisation: Restructured the PPC account to include regional targeting, ensuring more relevant results for users and higher engagement.
Account Optimisation: Conducted split-tests to improve ad performance and introduced automation to maximise efficiency.

These initial changes led to record months for quote requests, setting the stage for continuous improvement.

Platform Tactics

Over time, our partnership with Service.com.au evolved, and we expanded our strategy to stay ahead of the competition and adapt to changes in the PPC landscape. Our approach included:

Automated Bidding: Experimenting with automated bidding to drive more scale while maintaining CPL.
Service-Level Budgets: Allocating monthly budgets for individual services to ensure an even distribution of leads.
Advanced Tracking: Setting up additional tracking to measure post-lead events, ensuring we were optimising for qualified leads.
Retargeting Campaigns: Implementing search and display retargeting to nurture users during the consideration phase of their decision.

We also expanded Service.com.au’s acquisition channels by developing a paid social strategy to further scale quote requests.

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Results

The Performance

+%

growth in quotes

What Service.com.au had to say about the outcome

“farsiight has consistently delivered strong results, helping us scale our quote requests year-on-year while maintaining our cost-per-lead targets. Their strategic guidance has been instrumental in our growth.”

Dan Kerr

CEO

Team

Meet the Team

There might be two i’s in farsiight but there is no i in team. To produce the best outcomes possible for our brands we work as an integrated team of specialists.

Service.com.au has a Google Ads engagement covering media buying and creative strategy. To cover all bases our team was composed of a lead strategist, and a specialist PPC & Paid Social Media Buyer, a creative designer all supported by our wonderful team leaders.