311% Jump

in Conversions!

311% Jump

in Conversions!

About Metal Ceiling Express

Metal Ceiling Express is a Palmetto, Florida-based manufacturer of metal ceiling tiles and related products & accessories.

Also known in the industry as stamped or embossed tin ceiling tiles or panels, their products are available in over 40 patterns and over 100 colors & finishes.

These tiles or panels can be used for outdoor & indoor ceiling installation, kitchen & bathrooms backsplash installation, wall wainscoting & various crafts & decors.

Their products are used in residential and commercial applications, from homes to hotels, restaurants to warehouses, libraries to bars, and many others.

The Challenge

Metal Ceiling Express had low visibility due to non-existent organic rank.

Although they spent significant amounts of money on paid ads on Google and Bing, they were seriously lagging behind their competitors.

Furthermore, they did not use any other online marketing channels which further contributed to the low online visibility.

They were looking for ways to increase sales using digital marketing.

  • Did not rank in the top 50 for most keywords on Google/Bing

  • Low volume of visitor traffic caused low sales

  • Minimal social presence (only a basic Facebook page)

  • Thin content did not satisfy search engine algorightms

  • Heavy reliance on Google AdWords to generate sales.

  • Inordinately high PPC spend due to high reliance on AdWords

  • Return on ad spend (ROAS) was very low, hovering between 1.4x and 1.7x

  • Didn’t use additional marketing channels: social, email, content, or video

The Action Plan

We started by thoroughly optimizing the website for organic rank.

We followed this by implementing rigorous link-building campaigns for organic placement using a combination of manual and automated outreach.

We then activated various social accounts and started using email marketing to regularly keep in touch with opted-in users and customers.

  • Website optimized for search engine performance

  • Regular short and long-form content posted on the website

  • Printed coupons and offers enclosed in shipments as part of traditional marketing

  • Print ads and articles in industry magazines and publications

  • Social sharing of published material to their social profile(s)

  • Ongoing link building for high placement on search engines

  • Manual outreach for the best quality links

  • Content syndication via PR & other portals

  • Marketing automation to drip email offers to customers based on their purchases

  • Traffic & conversions tracked and monitored for review & optimization

The Outcome

With the new website, Metal Ceiling Express saw

Keywords in Top 10 on Google
Keywords at #1 on Google
Increase in Conversions

A streamlined marketing strategy coupled with end-to-end process optimization led to higher-than-expected results.

Number of Keywords in Top 10 on Google