Our sales manager contacted me and said, Hey, we're going to need to back off that spend just a little bit because I don't know if we can handle all these leads and that's great. To be completely honest, we didn't think that we had the ability to scale. like we've done working with Glenn. So when Glenn told me, Oh yeah, we can like double the size of your account. I didn't really believe him at first. Now I definitely believe him. today I have Julia Corey with me and she is from cable bullets, which is a really cool company. We'll put the URL, in the description below. they make I'll let her introduce it, but it's for DIY in your railing for your house. Anyways, she is the marketing manager for cable bullet and she's been working with one of our, star client managers, account managers named Glenn Wilson for a year. Her one year anniversary with us is coming up. And we just wanted to see, hear about the journey that she's been through. So hi, Julia. How are you? Hey, Regina. I'm good. Thank you for having me. I appreciate it. I appreciate being here. Awesome. Cable Bullets journey with Solutions 8 got started about a year and a half ago. Me and my marketing team were attending the AdWorld conference digitally, or virtually. And We ended up seeing, Qasim and he was talking about, Performance Max and just had this really passionate talk about Performance Max and me and my boss were slacking back and forth. this guy's really cool. He seems to know a ton about Google ads. And so through that, we ended up finding you guys on YouTube, watching all of your awesome videos. And then, down the road, when we wanted to offload some of this Google ads work, we were already very confident in. Your abilities to manage Google ads and your expertise. So we were able to pass that off. And we've been really happy so far with Glenn and everyone at solutions aid, it's been a really good experience. That's so great. I didn't know about how you found us and your history with Solutions. Eight. can you tell everyone just a quick pitch on what kind of bubble it sells and why it's different from the competition? So we sell residential cable railing. It's that, modern kind of thing. thin railing that you might see on like decks, stairs or patios and our key differentiator is that we're a DIY friendly, cable railing company, years ago, the company was started. by a man named Dan Schlotter and he was actually a DIYer and a contractor himself and he went to install cable railing on a client's deck. And so he realized that there were no real DIY friendly options out there that were also super high quality. So he decided, I'm just going to create my own and that's how Cablebullet got started. And so we've been in business for about seven years now and the company is growing and it's just been really cool to see. And so with that, we've had to, We've had to scale our ads quite a bit and that's where solutions aid comes into play I'm in the process of buying a home right now and I actually messaged on the website as a client the other day to ask if it would be a good fit but whoever answered said that you guys are in the process of creating like sliding, a sliding gate situation and also like a, a walk through gate situation. And those are two things that I will need to figure out. So I probably can't go with capable at this time, but maybe for my next house. Maybe next time we'll be here. Yeah, it'll be here. Anyways. Okay. so can you talk to me about your experience over the past year working with Glenn? Maybe we can talk about, some of the, major milestones that you and Glenn went through. Or actually, let's back up and talk about why you, hired us. As in what kinds of, challenges and pain points TableBullet was experiencing, that you were hoping Glenn could help you solve. Yeah. So a couple of years ago, we were at a place where, our account was growing, we're spending a ton with Google, but we just didn't have the time to manage the day to day. I only had about four to eight hours a week to really optimize and manage the account. And we just didn't think that we were truly getting as much as we could have out of the account. And so that's when we decided it was time to. To pull the trigger and higher solutions eight. I think also like scaling was an issue as well. and we knew that you guys had some really good experience with that. we were also navigating like performance max. That was a new campaign type for us. so it just seemed like the right time to pass things off and We're glad that we did. you were running the ads yourself and you were getting a cost per lead. That was probably too high and you weren't willing to grow the budget until the cost per lead. So you could find a way to lower the cost per lead. I'm guessing based on what you said, is that right? Absolutely. Okay. Okay, so you signed up with us and you were hoping first thing that the cost per lead could be lowered Do you remember I know this was a whole year ago, but do you remember what happened with the cost per lead? How did you how did I know it did lower in the end? I can see the average over the past year that the cost per lead was lowered about 35 to 40 percent with my rough math based on what your goal is with us. So the average over the past year is about 35, 40 percent lower than your goal CPL. at some point that happened, maybe not right away. Can you tell us about some of the milestones you remember when you first started working with the team? Cost per lead reducing was huge for us. some of the other things that happened as we were, being onboarded. Solutions 8 did a wonderful job of just going into our account and fixing all of the little, details. Like one of the things that we had messed up on that we had no idea about was we were double counting our offline conversion tracking in HubSpot. so that was a big deal. they also did a really good job of integrating our Shopify with our account so that Google was able to, we're feeding Google all of the most accurate data and all of the data that we had to further optimize the quality of our leads and sales, contacts. So that was amazing. one of the things that one of the optimizations that Glenn had made to our account was, and I'll back up a little bit to give you just some context here. Our business is very much, unique for a, an e commerce store. So customers can either go online and purchase all of the items that they want to buy, put them in their cart and then check out. Or they can fill out an estimate request and then our sales team puts together a quote for them. So it's like we were constantly wondering, should we be going after sales or should we be going after leads? And Glenn did something that we had never thought of before, and he created just two separate campaigns. And it was an even split between sales and leads. And that was something we hadn't really thought about before. He also put in place a really interesting, lead qualification, funnel for us as well. so that those are just a couple of the milestones that we hit. We also launched YouTube campaigns, which it turns out those have been highly successful for us. I think those are contributing to about, making up like 30 percent of our estimate requests now. So lots of improvements to our. And needless to say, we were just thrilled. we're seeing even, just huge increases in the number of leads we're getting the quality of leads. it's been really fantastic. we projected a 10 percent increase in leads over last year and we're up to 85 percent it is true that you are a unique business. I've worked with businesses like yours where it's like half e comm, but it's half lead gen. And for, 99 percent of our clients is either in one bucket or the other. So it's very rare that we have a client that's in this medium ground. you're selling to consumers, but you're selling also to contractors. and some of the sales are not going to be taken online because they are going to be invoiced to the client who then has to send it through a wire transfer or whatever. And so it's really important to make sure that you're feeding all the data that you have, that you can. Even not just the leads that come from a Google interaction, but all of the sales that happen in the store so that it has a lot to work with and a lot to optimize from. I'm just assuming is all of the leads, right? Anyone that asks for, what did you call it? An estimate. what he probably did is assigned a conversion value, like a nice big conversion value to that so that the algorithm, doesn't just go after the online sales and it, sometimes the bigger sales are the ones that are looking for quotes. making sure that the algorithm is also focused on leads by assigning a value every time there's a lead is probably, one important strategy. that you're also unique because it's a product that nobody knows exists. and so those outbound YouTube definitely needs to be part of your strategy. And going back to that 99%, 99 percent of our smaller, clients, we say, we'll start at the bottom of the funnel. And as you get bigger, you're going to move to the top of the funnel, top of the funnel being outbound YouTube. The one exception to that is if you're selling a product that nobody knows exists. Because you have to unfortunately invest in top of funnel right away because you have to get the word out and that can be a tough strategy. you need to make sure you're all your videos have a nice hook. You can set up video sequencing. you can, make sure to hyper target audience because YouTube will. Just spread its budget across a billion people and no one will remember seeing the video. cool Yeah, that's everything that went through my head as you were telling me about your journey with glenn that's great. so so now what are you guys, looking forward to in the future? So you lowered your budget a bit while the sales team recuperates. Are you hiring? Are you gearing up to re? To scale again? We are actually hiring. We're hiring people, to add to our sales team, which is really exciting because, to be completely honest, we didn't think that we had the ability to scale, like we've done working with Glenn. you meet. with agency project managers and account managers, and they're always going to tell you that you can scale and really quickly. so when Glenn told me, oh yeah, we can double the size of your account, I didn't really believe him at first. Now I definitely believe him. And we're definitely, having to make adjustments to the rest of our company in order to accommodate for the high number of leads, which I think is exactly what we wanted. We just didn't expect it so soon. but it's exciting. Yeah, we're adding to the team. We're adding to our marketing team as well to feed more of that top of funnel content piece, like you said, because historically we had been really focusing on Google search ads, bottom of the funnel. But now we're really in a position to nurture those leads from beginning to end. So now, we don't just have to connect with people at the bottom of the funnel, but we can then educate people at the top of funnel, work on more demand generation stuff so that when people are ready to make, that cable railing purchase, which is a pretty big purchase sometimes, they need to have that extra confidence so we can really start to focus in on feeding all levels of the funnel and not just focus on like Google search ads or Google shopping ads. we're excited to go. you're creating your own market with the top of funnel. It's, that's why it's a challenging business and you guys have been at it for seven years. You're now seeing wild success, but props for keeping at it because it's really hard to build a market where one doesn't exist. people looking for DIY cable railing isn't really a thing. so it's, searching for people, trying to bid on people, the bottom of the funnel, who, when you haven't already built your own market, at the top means you have to go after people that are just looking for cable railing. And then you have to try to be like do you want the diy version by any chance instead and like it's gonna have a lower conversion rate because most of those people aren't looking for that. So that's great. I'm so glad this strategy is working for you okay. that is all of the questions I had for you. Do you have anything else you'd like to add? Other than if you're considering hiring solutions, eight, please do, because you will not be sorry. We have had the most wonderful experience working with them and I'm very skeptical of agencies. we've just seen a ton of growth and we're super excited for this coming year, but, work with solutions eight. Cause they deliver on what they say they're going to deliver on. Thank you. That's wonderful to hear. You hear that, Glenn? More clients coming your way. Get ready. Good job.