Shownotes
Regina Bellows, Director of StarterPPC, interviews Julia Koorey, Marketing Manager of Cable Bullet, as they talk about Cable Bullet’s massive growth with Solutions 8.
In this episode Julia shares how Cable Bullet saw significant improvements in lead generation and cost efficiency with Solutions 8's help managing Google Ads—specifically, an 85% lead increase and a 35% lower cost per lead. She shares how her journey with Solutions 8 started and how their success has opened doors for continuous scaling. Listen to this episode to learn more about this Cable Bullet’s growth and how Solutions 8 can help you grow as well.
Cable Bullet: https://www.cablebullet.com/
00:00 Intro
0:30 Reaching 85% Lead Increase With Google Ads
02:19 About Cable Bullet
04:39 Cable Bullet's situation before hiring Solutions 8
6:05 Lowering the Cost Per Lead by 35%
9:33 Overwhelming lead generation
12:15 Future plans and continuous scaling
15:04 Why you should hire Solutions 8
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Transcripts
Our sales manager contacted me and said, Hey, we're going to need to
2
:back off that spend just a little bit
because I don't know if we can handle
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:all these leads and that's great.
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:To be completely honest, we didn't
think that we had the ability to scale.
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:like we've done working with Glenn.
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:So when Glenn told me, Oh yeah, we can
like double the size of your account.
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:I didn't really believe him at first.
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:Now I definitely believe him.
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:today I have Julia Corey with me
and she is from cable bullets,
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:which is a really cool company.
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:We'll put the URL, in
the description below.
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:they make I'll let her introduce
it, but it's for DIY in
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:your railing for your house.
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:Anyways, she is the marketing manager for
cable bullet and she's been working with
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:one of our, star client managers, account
managers named Glenn Wilson for a year.
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:Her one year anniversary
with us is coming up.
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:And we just wanted to see, hear about
the journey that she's been through.
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:So hi, Julia.
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:How are you?
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:Hey, Regina.
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:I'm good.
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:Thank you for having me.
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:I appreciate it.
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:I appreciate being here.
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:Awesome.
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:Cable Bullets journey with Solutions 8
got started about a year and a half ago.
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:Me and my marketing team were
attending the AdWorld conference
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:digitally, or virtually.
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:And We ended up seeing, Qasim and he
was talking about, Performance Max
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:and just had this really passionate
talk about Performance Max and me and
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:my boss were slacking back and forth.
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:this guy's really cool.
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:He seems to know a ton about Google ads.
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:And so through that, we ended
up finding you guys on YouTube,
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:watching all of your awesome videos.
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:And then, down the road, when we wanted
to offload some of this Google ads
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:work, we were already very confident in.
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:Your abilities to manage
Google ads and your expertise.
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:So we were able to pass that off.
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:And we've been really happy so far with
Glenn and everyone at solutions aid,
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:it's been a really good experience.
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:That's so great.
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:I didn't know about how you found
us and your history with Solutions.
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:Eight.
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:can you tell everyone just a quick pitch
on what kind of bubble it sells and why
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:it's different from the competition?
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:So we sell residential cable railing.
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:It's that, modern kind of thing.
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:thin railing that you might see on
like decks, stairs or patios and our
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:key differentiator is that we're a
DIY friendly, cable railing company,
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:years ago, the company was started.
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:by a man named Dan Schlotter and he
was actually a DIYer and a contractor
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:himself and he went to install
cable railing on a client's deck.
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:And so he realized that there were no
real DIY friendly options out there
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:that were also super high quality.
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:So he decided, I'm just going
to create my own and that's
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:how Cablebullet got started.
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:And so we've been in business for about
seven years now and the company is growing
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:and it's just been really cool to see.
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:And so with that, we've had to, We've
had to scale our ads quite a bit and
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:that's where solutions aid comes into
play I'm in the process of buying a
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:home right now and I actually messaged
on the website as a client the other
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:day to ask if it would be a good fit
but whoever answered said that you guys
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:are in the process of creating like
sliding, a sliding gate situation and also
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:like a, a walk through gate situation.
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:And those are two things that
I will need to figure out.
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:So I probably can't go with capable at
this time, but maybe for my next house.
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:Maybe next time we'll be here.
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:Yeah, it'll be here.
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:Anyways.
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:Okay.
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:so can you talk to me about
your experience over the
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:past year working with Glenn?
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:Maybe we can talk about, some
of the, major milestones that
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:you and Glenn went through.
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:Or actually, let's back up and
talk about why you, hired us.
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:As in what kinds of, challenges
and pain points TableBullet
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:was experiencing, that you were
hoping Glenn could help you solve.
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:Yeah.
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:So a couple of years ago, we were
at a place where, our account was
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:growing, we're spending a ton with
Google, but we just didn't have
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:the time to manage the day to day.
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:I only had about four to
eight hours a week to really
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:optimize and manage the account.
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:And we just didn't think that we
were truly getting as much as we
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:could have out of the account.
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:And so that's when we
decided it was time to.
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:To pull the trigger and
higher solutions eight.
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:I think also like scaling
was an issue as well.
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:and we knew that you guys had some
really good experience with that.
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:we were also navigating
like performance max.
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:That was a new campaign type for us.
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:so it just seemed like the
right time to pass things off
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:and We're glad that we did.
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:you were running the ads yourself
and you were getting a cost per lead.
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:That was probably too high and
you weren't willing to grow the
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:budget until the cost per lead.
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:So you could find a way to
lower the cost per lead.
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:I'm guessing based on what
you said, is that right?
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:Absolutely.
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:Okay.
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:Okay, so you signed up with us and
you were hoping first thing that the
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:cost per lead could be lowered Do
you remember I know this was a whole
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:year ago, but do you remember what
happened with the cost per lead?
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:How did you how did I know
it did lower in the end?
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:I can see the average over the past
year that the cost per lead was lowered
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:about 35 to 40 percent with my rough
math based on what your goal is with us.
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:So the average over the past year is about
35, 40 percent lower than your goal CPL.
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:at some point that happened,
maybe not right away.
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:Can you tell us about some of the
milestones you remember when you
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:first started working with the team?
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:Cost per lead reducing was huge for us.
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:some of the other things that
happened as we were, being onboarded.
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:Solutions 8 did a wonderful job
of just going into our account and
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:fixing all of the little, details.
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:Like one of the things that we had
messed up on that we had no idea
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:about was we were double counting our
offline conversion tracking in HubSpot.
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:so that was a big deal.
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:they also did a really good job of
integrating our Shopify with our
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:account so that Google was able to,
we're feeding Google all of the most
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:accurate data and all of the data that
we had to further optimize the quality
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:of our leads and sales, contacts.
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:So that was amazing.
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:one of the things that one of the
optimizations that Glenn had made to our
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:account was, and I'll back up a little
bit to give you just some context here.
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:Our business is very much, unique
for a, an e commerce store.
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:So customers can either go online
and purchase all of the items
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:that they want to buy, put them
in their cart and then check out.
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:Or they can fill out an estimate
request and then our sales team
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:puts together a quote for them.
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:So it's like we were constantly
wondering, should we be going after
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:sales or should we be going after leads?
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:And Glenn did something that we
had never thought of before, and he
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:created just two separate campaigns.
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:And it was an even split
between sales and leads.
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:And that was something we hadn't
really thought about before.
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:He also put in place a really interesting,
lead qualification, funnel for us as well.
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:so that those are just a couple
of the milestones that we hit.
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:We also launched YouTube campaigns,
which it turns out those have
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:been highly successful for us.
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:I think those are contributing to
about, making up like 30 percent
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:of our estimate requests now.
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:So lots of improvements to our.
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:And needless to say,
we were just thrilled.
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:we're seeing even, just huge
increases in the number of leads
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:we're getting the quality of leads.
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:it's been really fantastic.
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:we projected a 10 percent increase
in leads over last year and
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:we're up to 85 percent it is true
that you are a unique business.
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:I've worked with businesses like
yours where it's like half e
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:comm, but it's half lead gen.
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:And for, 99 percent of our clients
is either in one bucket or the other.
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:So it's very rare that we have a
client that's in this medium ground.
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:you're selling to consumers, but
you're selling also to contractors.
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:and some of the sales are not
going to be taken online because
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:they are going to be invoiced to
the client who then has to send it
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:through a wire transfer or whatever.
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:And so it's really important to make
sure that you're feeding all the
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:data that you have, that you can.
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:Even not just the leads that come
from a Google interaction, but all
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:of the sales that happen in the
store so that it has a lot to work
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:with and a lot to optimize from.
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:I'm just assuming is
all of the leads, right?
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:Anyone that asks for,
what did you call it?
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:An estimate.
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:what he probably did is assigned
a conversion value, like a nice
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:big conversion value to that so
that the algorithm, doesn't just
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:go after the online sales and it,
sometimes the bigger sales are the
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:ones that are looking for quotes.
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:making sure that the algorithm is
also focused on leads by assigning
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:a value every time there's a lead
is probably, one important strategy.
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:that you're also unique because it's
a product that nobody knows exists.
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:and so those outbound YouTube definitely
needs to be part of your strategy.
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:And going back to that 99%, 99 percent
of our smaller, clients, we say, we'll
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:start at the bottom of the funnel.
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:And as you get bigger, you're going
to move to the top of the funnel, top
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:of the funnel being outbound YouTube.
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:The one exception to that is
if you're selling a product
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:that nobody knows exists.
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:Because you have to unfortunately
invest in top of funnel right away
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:because you have to get the word out
and that can be a tough strategy.
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:you need to make sure you're all
your videos have a nice hook.
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:You can set up video sequencing.
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:you can, make sure to hyper target
audience because YouTube will.
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:Just spread its budget across
a billion people and no one
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:will remember seeing the video.
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:cool Yeah, that's everything
that went through my head as
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:you were telling me about your
journey with glenn that's great.
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:so so now what are you guys,
looking forward to in the future?
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:So you lowered your budget a bit
while the sales team recuperates.
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:Are you hiring?
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:Are you gearing up to re?
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:To scale again?
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:We are actually hiring.
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:We're hiring people, to add to our sales
team, which is really exciting because,
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:to be completely honest, we didn't
think that we had the ability to scale,
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:like we've done working with Glenn.
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:you meet.
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:with agency project managers and account
managers, and they're always going to tell
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:you that you can scale and really quickly.
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:so when Glenn told me, oh yeah, we
can double the size of your account,
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:I didn't really believe him at first.
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:Now I definitely believe him.
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:And we're definitely, having to
make adjustments to the rest of our
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:company in order to accommodate for
the high number of leads, which I
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:think is exactly what we wanted.
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:We just didn't expect it so soon.
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:but it's exciting.
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:Yeah, we're adding to the team.
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:We're adding to our marketing team as well
to feed more of that top of funnel content
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:piece, like you said, because historically
we had been really focusing on Google
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:search ads, bottom of the funnel.
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:But now we're really in a position to
nurture those leads from beginning to end.
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:So now, we don't just have to connect
with people at the bottom of the funnel,
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:but we can then educate people at the
top of funnel, work on more demand
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:generation stuff so that when people
are ready to make, that cable railing
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:purchase, which is a pretty big purchase
sometimes, they need to have that extra
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:confidence so we can really start to
focus in on feeding all levels of the
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:funnel and not just focus on like Google
search ads or Google shopping ads.
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:we're excited to go.
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:you're creating your own
market with the top of funnel.
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:It's, that's why it's a challenging
business and you guys have
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:been at it for seven years.
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:You're now seeing wild success, but props
for keeping at it because it's really hard
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:to build a market where one doesn't exist.
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:people looking for DIY cable
railing isn't really a thing.
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:so it's, searching for people, trying
to bid on people, the bottom of the
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:funnel, who, when you haven't already
built your own market, at the top
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:means you have to go after people that
are just looking for cable railing.
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:And then you have to try to be like do
you want the diy version by any chance
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:instead and like it's gonna have a
lower conversion rate because most of
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:those people aren't looking for that.
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:So that's great.
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:I'm so glad this strategy
is working for you okay.
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:that is all of the
questions I had for you.
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:Do you have anything
else you'd like to add?
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:Other than if you're considering
hiring solutions, eight, please
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:do, because you will not be sorry.
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:We have had the most wonderful
experience working with them and
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:I'm very skeptical of agencies.
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:we've just seen a ton of growth and
we're super excited for this coming
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:year, but, work with solutions eight.
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:Cause they deliver on what they
say they're going to deliver on.
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:Thank you.
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:That's wonderful to hear.
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:You hear that, Glenn?
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:More clients coming your way.
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:Get ready.
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:Good job.
