Simplifying the search for home improvement help
When homeowners in Australia need a job done around the house, they have an easy way to find professional help. Whether it’s a burst pipe, a landscaping project, or a kitchen renovation, hipages helps people find and hire local tradespeople, or “tradies”—without the usual hassle of asking for referrals or searching for contractors who are available to complete the project.
Homeowners simply post a description of the work they need done, and hipages connects them with reliable tradies willing to take the job.
Search marketing is crucial for attracting consumers to the hipages website and its mobile app. Whenever homeowners search for solutions to their home improvement challenges, it’s critical that hipages appear at the top of the search results.
Chris Hobbs, Senior Search Executive at hipages, explains: “Search is a key way that we connect with homeowners and tradies, and it’s a critical part of our marketing strategy. To succeed, we need to get search marketing right.”
Services on the hipages site span 150 search categories. Each category requires a distinct marketing approach and a unique set of keywords. The company’s mostly manual approach to managing a wide variety of keywords was time-consuming for hipages’ four-person performance marketing team.
“Operating in as many trades as we do, we have quite a complex search marketing endeavor, which is why we needed a third-party bid management platform,” says Hobbs. “We needed to refine our list of keywords—identifying high performers and weeding out low performers—so we can get the most from our marketing spend.”