Digital Marketing for Home Services Companies: The Dynamic Duo of AdHawk and FloorForce

FloorForce is the only digital marketing company in the U.S. that is dedicated to taking the floor covering industry online. By creating state-of-the-art websites and online marketing strategies, they’ve been revolutionizing the way flooring retailers run their businesses since the company was founded in 2010.

But something was missing.

An AdHawk for Agencies & Co-ops Case Study

Floorforce has done amazing work in bringing the floor covering industry online. While many independent retailers have embraced this, few are leveraging digital marketing campaigns and Google Ads successfully.

Google’s pay-to-play environment is tough for small businesses with low budgets; they don’t get a ton of attention from Google’s support and often don’t have the time or resources to understand how to succeed. And with four out of five internet sessions starting with a search engine - and 87% of people finding what they want on page one of Google’s search results - “the difference between an independent retailer surviving and going out of business is visibility,” says John Weller, FloorForce’s founder.

FloorForce needed an AdWords expert to complement their industry knowledge and website expertise.

Two years ago they came to AdHawk with lofty goals. Now, they have more than a marketing solution -- they have a partner equally invested in their growth and success. Let’s break down how AdHawk and FloorForce’s relationship blossomed.

Driving more leads for less

FloorForce wanted to drive more leads for less for their co-op members. AdHawk doubled the number of conversions clients got for each dollar invested on Google Ads. Here’s a look at how we got there within our first six months of working together:

  • The combination of a FloorForce website and AdHawk ads improved visitor conversion rates by 61%.
  • AdHawk ads beat industry-standard click-through-rates by 25%.
  • FloorForce customers saw a 50% reduction in the cost per lead acquired.

Improving the Efficiency of Individual Account Managers

The number of clients each FloorForce account manager could handle had a fixed cap. AdHawk’s ad creation and reporting and optimization tools made the day-to-day of account management take much less time, allowing them to manage 18% more accounts.

Building Custom Solutions to Solve Key Business Problems

One of the biggest perks of working with AdHawk’s franchise team is having another set of people learning the ins and outs of your business. We were able to identify inefficiencies in business operations like client communication, onboarding, and sales structure. FloorForce wanted a custom solution to help them onboard, report, and communicate with co-op customers. AdHawk built a custom tool connected directly to FloorForce’s CRM to streamline onboarding and scale new customer acquisition.

Taking A Partnership To The Next Level

Floor covering is a multi-billion-dollar industry that has long been underserved by technology. As a result of AdHawk’s work with FloorForce, the company saw an opportunity to help thousands of small business owners compete with corporate behemoths like Home Depot, Lowe’s, and Lumber Liquidators.

In January 2019, AdHawk announced it was acquiring FloorForce. “Joining forces with AdHawk will allow us to aggressively improve and expand our current offerings while building new tools our customers need,” Weller said at the time of the acquisition.

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