Julia Koorey Talks About Cable Bullet's 85% Lead Increase YOY With Google Ads

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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.