French Florist Franchise

Overview

French Florist has been the premier florist in Los Angeles since 1978. They are a luxury, quality-first brand that offers hundreds of professionally designed arrangements.

With multiple locations as well as a thriving eCommerce website, they are now offering the opportunity to share in their journey and to open a franchise store.

Things we identified:

The client had worked with a franchise specialist marketing agency for their initial launch, we could see a number of areas where there was room for improved performance.

Spend had been utilised across terms which were too broad in search. Lead qualification had been low in Meta which had led to minimal value and opportunity overall.

Conversion tracking wasn’t firing correctly. This was preventing valuable feedback in the form of conversion data returning into the campaigns. This is a key factor which helps to guide ads to be targeted at the most relevant user.

Messaging wasn’t addressing the two distinct ideal customer persona’s that the client had identified. This meant that engagement wasn’t optimal, along with also not qualifying the user pre-landing page load.

We identified an intermittent bug with the lead form, which was causing users to drop out through the enquiry process, reducing lead conversion rate and affecting cost-per-lead.

Changes we made:

With a high deal size and lengthy consideration period, we could see that the client needed a more tailored and targeted approach.

We needed to be present at those high value, opportune moments, where someone was ready to start their franchise journey. We needed to engage well to win the click and close well post-click to get the enquiry.

We started from the ground up.

Deploying accurate conversion tracking for both Google and Meta ads ensured that measurement was in place and valuable signals would be fed back to the bidding strategies.

Restructuring search targeting to match user behaviour meant targeting floral franchise terms in the locale of the initial franchise rollout. We also targeted locale specific keywords nationally to capture those looking for a business opportunity in a city that they weren’t searching in.

Working with the client, we overhauled ad messaging that allowed the unique selling points of becoming a franchise owner clear to both persona’s in their own ways.

Deploying Microsoft Clarity, meant that we would be able to close the loop, in identifying optimisation opportunities post-click over time.

The momentum we created:

We saw results within two weeks.

Google Ads went from a high spend and no leads, to weekly qualified leads at less than 60% of the previous total monthly cost.

Meta Ads spend dropped significantly, CPA reduced and the client stated that there was a noticeable improvement in qualified leads coming through.

Having a robust search campaign structure meant that we were capturing those actively looking to open a flower franchise.

Segmenting the Meta campaign into targeted ad sets, with effective messaging, increased engagement rate, lowered CPMs and started to drive leads through the website.

Seeing qualified leads regularly come through the campaigns, we began to analyse user behaviour post-click, to reduce drop-outs and improve conversion rate.

We’ve created a system that’s driving consistent lead qualified leads through for the client. Spend is lower, there are more leads and the qualification level is better.