Tree Service Pay Per Call Victory

Tree care businesses can obtain great returns on pay-per-calls by optimizing for storm cleanup damage during emergencies and preventative trimming. A Midwestern arborist received 89 emergency calls for storm damage within 48 hours following a major thunderstorm by running weather-activated Google Ads that turned on automatically during high wind alerts. Their call-only ads included messages such as “Ghost of Trees Past?=(Removing Immediately!!!” with a click-to-call button that was converting at 11.4% while the turmoil was at its highest. The pay-per-call network compensated $75-$120 per qualified lead for hazardous tree removals, with higher amounts for crane or emergency permit jobs. The company’s landing pages featuring ISA-certified arborist credentials and proof of $2 million insurance translated to a conversion rate boost of 27% by alleviating homeowner safety concerns.

Capitalizing on Storm Damage Call Surges

Post-storm tactical maneuvers were complex, requiring the tracking of signs from the National Weather Service to secure the correct positions for crews. Their IVR program directed calls to hazard situations when branches were nearing contact with power lines or buildings, asking the caller for “1” when in doubt about present hazards. Call recording stats showed that mention of “insurance claim help” converted 45% better than any price-based promotion. In nonstorm times, the arborist created educational material entitled “10 Most Dangerous Tree Series,” with call buttons adjacent to every hazardous species. Partnering with local utilities on preventive trimming programs established a steady volume of calls in between crises. Training estimators to identify other tree hazards over and above the service call was the organization’s trump card, increasing average ticket value by 420. During storm seasons, their pay-per-call approach generated $643,000 in revenue and a 7-to-1 return on ad spend.

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