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Increasing Paid Media Revenue by 117% for OpenWorks

42%
Decrease in Paid Search CPC
129%
Increase in customers via Paid Search
117%
Increase in revenue from Paid Search

Customer Info

OpenWorks is a national facilities management company that provides cleaning, HVAC, landscaping, pest control, and other services across more than 5,500 locations in all 50 states.

 

Overview

OpenWorks came to RevPartners to improve how marketing efforts turned into real business results. They needed better leads, clearer funnel visibility, and a stronger return from both paid and organic channels.

RevPartners helped OpenWorks reset the foundation, including tightening their paid strategy, refining how leads were tracked and scored, and focusing their content around buyers who were actually ready to move.

Just a few months later, revenue was up 117%, cost per customer was down 42%, and leads were moving further down the funnel with less waste.

 

The Challenge

Paid and Organic efforts didn't translate to revenue.

  • Cost: Paid ads were driving clicks, but not enough of those clicks were turning into qualified leads, increasing customer acquisition cost.
  • Traffic: Content was getting views from search, but not from buyers who were ready to take action.
  • Fit: Many leads weren’t a good match. Sales was spending time on the wrong people, which made the process inefficient.
  • Handoff: Marketing and sales didn’t have a clear system for when a lead was ready to move forward, so handoffs were inconsistent.
  • Visibility: It was hard to tell what was working. Campaigns were running, but the team couldn’t connect them to actual revenue.

The Solution

Ensuring every part of the funnel was aligned with how real buyers behave.

  • Targeting: Budget was shifted away from low-performing segments and into campaigns generating the most revenue.
  • Structure: Rebuilding the Ad Account lowered the cost per customer by 42% and increased revenue by 117%.
  • Messaging: Reframed ad creatives to speak directly to decision-makers and highlight pain points that drive action.
  • Tracking: Connected lead stages to campaign and revenue data for visibility into what was working and where to improve.

 

The Impact

Measurable improvements in Paid Search across every part of the funnel.

  • Customers: 129% increase in new customers
  • Cost: 42% decrease in cost per customer from paid campaigns
  • Revenue: 117% increase in revenue generated from paid media
  • ROI: Paid campaign ROI improved from 10% to 24%.
  • SQLs: 58% increase in sales-qualified leads, even with fewer total leads generated
  • Lead Quality: More MQLs and SQLs are progressing deeper into the funnel

Single Locations

  • Revenue from single-location businesses increased by 1,093%, with a 100% increase in closed deals.
OpenWorks Paid Search Report

Multi-Locations

  • Franchise revenue from paid search grew by 659%, with deal volume up 175%
Open Works - Paid Search Report
Schematic - Switch Box

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