In the dynamic and ever-evolving landscape of digital marketing, Google Ads remains a cornerstone for businesses seeking visibility, customer acquisition, and growth. As the platform continues to innovate with AI-powered features and adapt to changing user behaviors, a select group of Google Ads companies are not just navigating this complexity but actively shaping the future of how businesses connect with their audiences online.
A key differentiator for Third Marble Marketing lies in its process-focused approach to managing Google Ads and delivering SEO services. Unlike many internet marketing agencies that operate on a project basis with staff possessing broad but shallow knowledge, Third Marble emphasizes a standardized and efficient methodology. Clients of such agencies often incur costs for initial consultations and the creation of custom marketing plans, followed by separate implementation fees.
The Foundation of Third Marble Marketing
Prior to establishing Third Marble Marketing, the company’s CEO, Chris Fawcett, possessed 33 years of direct marketing experience and 29 years in internet marketing, positioning him as a veteran in the online sphere. His involvement in internet marketing spans nearly the entire history of the field.
The catalyst for Third Marble Marketing arose when Chris’s preferred local pizza shop requested his assistance in building a website, a task he gladly undertook. However, after several months, the pizza shop owner noted a lack of new business generated by the site. Chris elucidated that a website required online advertising to attract customers, likening it to “printing business cards and not handing them to anyone.”
Subsequently, the pizza shop owner sought Chris’s counsel regarding a contract from a well-regarded online advertising firm proposing a $1200 monthly fee for a 12-month Pay-Per-Click advertising agreement. Chris found this exorbitant, doubting the search volume for pizza within the shop’s local area could justify such a cost.
Advising the owner against the contract, Chris offered to manage the advertising himself. His analysis revealed that Google Ads was responsible for 80% of the website’s traffic and new customer acquisition. Consequently, he redirected the entire advertising budget to Google Ads, yielding significant success for the pizza shop.
Recognizing an opportunity to assist small business owners broadly, Chris departed from his existing role and founded Third Marble Marketing. The company’s foundational mission has been to serve as a resource for small and local businesses, facilitating growth through affordable internet marketing strategies focused on generating actual customers, rather than mere “traffic.”
Flexible Marketing Solutions
Katie Bonner (Director of Marketing) is the driving force behind Third Marble Marketing, distinguishes the company from its competitors through its process-focused methodology in managing Google Ads and delivering SEO services. In contrast to many internet marketing agencies that operate on a project basis with a broad but shallow expertise across various advertising channels, Third Marble adopts a different approach. These project-centric agencies often involve costs associated with initial consultations and the development of bespoke marketing plans, followed by separate implementation fees.
Third Marble’s operational framework draws inspiration from the Henry Ford method. While Ford did not invent the automobile, he revolutionized its accessibility by implementing a factory process that significantly reduced costs for consumers. Similarly, engaging Third Marble means enlisting their proven and award-winning process for optimizing Google Ads or SEO strategies. Clients pay a consistent monthly fee for the application of this established process, eliminating the additional expenses tied to custom plan creation. This streamlined approach enables Third Marble to offer its services with remarkable affordability and flexibility.
Furthermore, unlike many agencies that enforce long-term contracts ranging from six months to several years, Third Marble provides its services on a month-to-month basis. This allows clients the agility to pause their accounts or adjust their budgets as needed. Even their service plans are adaptable. A common trajectory for new clients involves commencing with the Google Ads Growth Plan, which includes dedicated account management for initial optimization, and subsequently transitioning to the Starter Plan to achieve further cost savings on their monthly invoices.
Ultimately, Katie Bonner’s vision for Third Marble Marketing centers on providing genuinely affordable and flexible services tailored to empower businesses in their online growth.
CASE STUDY: Third Marble’s Google Ads Strategy
Third Marble Marketing achieved a significant 87.5% increase in conversions for a local home theater and TV installation company. This surge in business and revenue enabled the business owner to make substantial investments, including the acquisition of new fleet vehicles, the hiring of the company’s first employees, and the signing of a lease for a new office location.
1. The Challenge
A Home A/V Installation Company based in Virginia sought the expertise of Third Marble Marketing to facilitate business growth. The company aimed to leverage Google Ads to generate new and qualified leads. Prior to initiating a campaign utilizing Third Marble Marketing’s established Google Ads process, their experienced Google Ads management Sales team recommended an investment in ReDo Sites, a sister company specializing in website replatforming. This suggestion was made to optimize website traffic and lead generation in anticipation of the Google Ads campaign launch.
2. The Steps
- Landing Page Investment: Guided by Third Marble Marketing’s Sales team, the Home A/V Installation Company opted to create a new landing page through ReDo Sites.
- Collaborative Design: ReDo Sites designers worked closely with the installation company to ensure the landing page accurately represented their brand.
- Strategic Content Integration: The landing page design strategically incorporated content aimed at maximizing the success of the upcoming Google Ads campaign.
- Client Content Participation: The business owner actively contributed to the content creation process.
- Third Marble Guidance: The Third Marble Marketing team provided guidance throughout the content creation.
3. The First Month
Within the initial 30 days of the campaign, the Home A/V Installation Company recorded eight conversions alongside a strong click-through rate. The Account Management and Optimization teams at Third Marble Marketing maintained diligent monitoring of the account, implementing continuous optimizations. These ongoing efforts included A/B testing of advertisements and keywords, as well as ensuring the campaigns remained current with Google’s evolving platform updates. The Third Marble Marketing team actively works to ensure client campaigns consistently attract the most valuable traffic.
4. The Now
Currently, the Home A/V Installation Company has experienced significant success since partnering with Third Marble Marketing. Impressed by the initial outcomes, the company increased its monthly advertising budget. Through Third Marble Marketing’s ongoing management and the client’s increased investment, their conversions have risen by 87.5%, the conversion rate has increased by 44%, and the click-through rate has improved by 104%. This substantial growth in business and revenue has enabled the business owner to invest in new fleet vehicles, hire employees for the first time, and secure a lease for a new office location for the company.
Beyond The Algorithm
Katie frequently encounters business owners who have negatively impacted their Google Ads accounts after receiving guidance from individuals falsely claiming to be Google employees. These deceptive callers often persuade business owners to activate all of Google’s AI settings, leading to detrimental results. Many business owners are unaware that these “employees” are not actually affiliated with Google and primarily promote the latest AI features or strategies being emphasized by the platform. While these tactics might be viable for accounts with substantial monthly spending exceeding $10,000, they can be disastrous for small or local businesses operating with more limited budgets, akin to entrusting a vulnerable situation to a harmful influence.
Bonner emphasizes the critical importance of achieving a balance between leveraging Google’s AI tools and applying the logical oversight of human expertise.
To educate potential clients and prevent such pitfalls, Third Marble Marketing offers several resources. They provide Google Ads Audits conducted by experienced team members. This allows them to offer informed advice and showcase their expertise in managing accounts effectively should the business owner choose to engage their services.
On a local level, Third Marble Marketing conducts free Google Education Workshops, primarily focusing on Google Business Profiles and Local SEO. Their future goal involves expanding the reach of these educational initiatives by offering them in a webinar format, thereby assisting local businesses nationwide.
A Premier Google Partner
Katie highlights several key indicators of Third Marble Marketing’s sustained success and client satisfaction. Over the past five years, the company has consistently achieved a 20% growth rate. Their client retention rate typically stands at an impressive 95%. Online reputation is strong, evidenced by their 4.9-star rating on Google. Furthermore, their award-winning processes have garnered the company over 15 accolades in the last three years. Notably, Third Marble Marketing holds the status of a Premier Google Partner, placing them within the top 3% of all Google Partners worldwide.
Katie shares an observation regarding the increasing cost per click in online advertising. In her experience, this gradual rise has begun to make the market less accessible for clients with more modest advertising budgets. Consequently, Katie emphasizes the necessity for Third Marble Marketing to innovate its processes and strategically leverage Google AI models to continue delivering effective results for all their clients.
The Sweet Spot
Third Marble Marketing consistently explores potential acquisitions of agencies that specifically cater to budget-conscious small businesses.
A particularly rewarding scenario for Third Marble Marketing is when their clients need to pause their advertising campaigns due to an overwhelming influx of business.
Katie notes that Third Marble Marketing has been utilizing AI tools for a significant period, predating the emergence of Chat GPT. This early adoption has positioned them favorably in integrating AI into their processes. Their approach emphasizes the synergistic combination of AI capabilities with real human experience and creativity to achieve optimal results for their clients.
Regarding the current direction of Google Ads, with its increasing emphasis on AI and algorithms, Katie observes that generating results for their local and small business clients has become more challenging. The prevailing AI models typically require substantial datasets to function effectively, often necessitating monthly budgets exceeding $20,000 to yield proper outcomes. This has contributed to the increasing complexity of navigating the Google Ads platform. Third Marble Marketing expresses a desire for Google Ads to evolve towards a more accessible environment.
Open letter from Katie Bonner, Director of Marketing at Third Marble Marketing
To my fellow upcoming leaders,
Let me share a couple of crucial insights I’ve gained that I believe will serve you well as you navigate this space.
Firstly, seek out a mentor who possesses genuine, in-depth experience with Google Ads. Our industry is increasingly crowded with individuals treating Google Ads management as a mere “side hustle,” attempting to learn the intricacies using their clients’ budgets as tuition. Remember, building a client’s trust is paramount, and they can often discern quite quickly if your expertise is more fiction than fact. Don’t underestimate their ability to see through unsubstantiated claims.
Secondly, never overlook the vital role of your client’s website. You can diligently drive valuable traffic to their site day in and day out, but if the landing page isn’t strategically designed and prepared to convince that traffic that your client is the optimal choice, your efforts will be futile, resulting in nothing but irrelevant conversions. Neglecting the landing page is akin to setting their marketing budget ablaze and watching it go up in smoke.
Learn from those who have walked this path before you, and always remember that driving traffic is only half the battle. Ensuring that traffic converts is where true success lies.
Sincerely,
Katie Bonner (Director of Marketing)
Third Marble marketingÂ
Free Workshops for New Businesses
Third Marble Marketing’s next strategic initiative involves the expansion of their Google Education Center. The company is currently developing a series of free webinars aimed at equipping new businesses with the foundational knowledge to succeed on Google, even if they are not yet positioned to invest in Google Ads or a Search Engine Optimization professional. The planned webinar topics include optimizing one’s own Google Business Profile, DIY beginner SEO optimization techniques, and guidance on determining if a business is ready to leverage Google Ads.
5 Key Lessons to learn from Third Marble Marketing’s approach:
- Value a Process-Driven Methodology
- Focus on Client Outcomes Beyond Traffic
- Offer Flexible and Transparent Service Models
- Balance Automation with Human Expertise
- Educate and Empower Clients
