Service Steel Warehouse


+ Search Advertising
+ Search Engine Marketing


88% decrease in CPA in 9 months, leads increased 780%.


Service Steel Warehouse is a full-service, independent, structural steel distributor that serves customers within the United States as well as internationally.


The company was experiencing difficulties drawing the appropriate traffic to their site and converting this traffic into client acquisitions. Part of the reason for this was due to a lack of an established tracking method in addition to a less than optimal landing page, which contributed to their low quality traffic and conversion rates. Iterate was tasked with finding ways to improve both the quality of Service Steel’s leads and their rate of conversion, in addition to finding ways to minimize their ad expenditures and reduce excess waste from their budget.


Iterate was able to decrease the average cost-per-acquisition from over $700.00 to under $80.00 over the course of 9 months. In addition, the overall number of conversions grew from just 5 in June to 44 in September. This was achieved through AdWords optimization, which enabled Iterate to create a funnel to a landing page created for the purpose of generating inquiries, and also through establishing conversion tracking for the company. Service Steel has since expressed their satisfaction with Iterate and are planning to continue working with us to expand their campaign in the coming months.