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Julia Koorey Talks About Cable Bullet's 85% Lead Increase YOY With Google Ads
19th July 2024 • The Google Ads Podcast • Solutions 8
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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

Julia:

Our sales manager contacted me and said, Hey, we're going to need to

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:

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.

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