Case Study: Devlin Funeral Home's Online Presence with Google Local Service Ads

Devlin Funeral Home, a family-owned business in North Hills and Cranberry Township, wanted to build a stronger digital presence to reach more families in need. Despite their excellent reputation locally, they found it hard to connect with new families online going through a difficult time.

This is where Icecube Digital stepped in, implementing Google Local Service Ads (LSAs) to help them grow their online visibility and ensure they connect with the right people during life’s most difficult times.

Challenges

As a leading digital marketing service provider, we started by understanding the challenges. Here are the challenges that the brand faced:

Although Devlin Funeral Home had a strong presence in the local community, it struggled to reach more people online. When families searched for funeral services, their business didn’t show up, indicating that it was missing out on opportunities to serve people who needed it
Devlin Funeral Home had invested in various marketing activities but had difficulty tracking what was actually working. Without clear data, they were uncertain about which marketing strategies were delivering results and which were falling flat.
Another challenge was to attract new leads while being mindful of the sensitive nature of their services. They wanted to connect with families respectfully during vulnerable times.

Solution

After understanding the challenges, as an expert AdWords management company, here’s how we bridged gaps in client’s marketing efforts:

To help Devlin Funeral Home gain visibility, we used Google LSAs. These ads placed them at the top of search results when families looked for funeral services, helping them connect with people who were actively seeking help in the local area.
We conducted an in-depth analysis of Devlin Funeral Home’s target audience, focusing on homeowners and families residing in their specific geographic regions. Knowing that funeral services are highly personal, we crafted appropriate messaging that resonated emotionally and positioned Devlin as a trusted, compassionate, and professional service provider.
The ads were designed with ‘empathy’ in mind. We created headlines and descriptions that highlighted Devlin’s personalized services and caring approach. This helped the funeral home stand out in a crowded market while speaking directly to the needs of grieving families.
We helped Devlin Funeral Home earn the Google Guaranteed badge, which gives families confidence in choosing their professional services because the badge makes them believe that they are a trusted service provider.
Recognizing that most funeral service searches are done on mobile devices only, we made sure Devlin’s LSAs were fully optimized for mobile. The mobile-friendly Ads ensured that families could easily search for Devlin services.
We didn’t stop at just setting up the ads. We regularly tracked their performance by monitoring key metrics such as impressions, clicks, and calls. This allowed us to make adjustments, refine strategies, and improve results as the campaign progressed.

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Results

Increased High-Quality Leads
Improved Conversion Rates
Clearer ROI Tracking

What Clients Say?

Icecube Digital is truly one of the top-notch SEO agencies out there, and I’ve yet to come across a better one. Ever since we teamed up with them, our revenue conversion rates and organic traffic have experienced a significant boost. What sets our partnership apart is the remarkable level of collaboration, the abundance of proactive ideas, and their undeniable expertise. Their adaptability and receptiveness to feedback are particularly commendable.

Brian D.

Director at Devlin Funeral Home

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