Overview
Alsco Uniforms, a leader in the uniform rental industry, sought to accelerate their expansion in the U.S. market while optimizing their customer acquisition process. Through an innovative approach combining strategic incentives and targeted marketing campaigns, we helped Alsco exceed their customer acquisition goals and establish a scalable model for continued growth. The success of this initiative led to increased investment in U.S. market expansion and a strengthened competitive position.
Revenue Growth
Budget Growth Over 5 Years
Lead Growth vs 19% Average
The Challenge
Alsco, a company with a legacy dating back to 1889, faced significant challenges in modernizing its marketing approach. Underinvestment in CRM software led to unclear expectations of cost per lead, while a fragmented Google Ads structure prioritized low-quality conversions. A disconnect between local branch expectations and global marketing strategy, combined with organizational resistance to change, further complicated efforts. With marketing budgets applied equally across 50+ North American branches, the company needed a more strategic, data-driven approach to optimize performance.
The Approach
To address these issues, we implemented Salesforce and integrated it with Google Ads, shifting the focus from maximizing low-value conversions to optimizing marketing-qualified leads and customer acquisitions. The marketing strategy transitioned from isolated, branch-based campaigns to a North America-wide approach, incorporating industry-specific and service-based campaigns, a cost-controlled brand campaign, and flexible “booster” campaigns for underserved cities. To bridge the gap between corporate and local teams, we developed user-friendly reporting tools that educated branch managers on digital marketing’s impact, fostering better alignment with global objectives.
The Results
Integrating Salesforce enabled us to identify high-converting and high-ROAS keyword themes, quantify investment differences, and pinpoint competitive service areas needing additional marketing support. Despite a global decline in leads, Alsco surpassed its 2024 business-wide KPI with a 35% increase in both leads and revenue growth, driven by a fourth-quarter promotional campaign where PPC was the only channel to exceed this benchmark. Leads increased by 32% (compared to an all-channel average of 19%), and revenue grew by 41% (surpassing the all-channel average of 25%). Over five years, the inherited Google Ads budget expanded by 1,600%, demonstrating sustained bottom-line impact and long-term scalability.
“We worked with RSO for over five years, and their expertise and dedication were instrumental in helping us grow during that time. Their team is incredibly knowledgeable and often went above and beyond to ensure our campaigns were optimized for performance. As we managed our PPC efforts and locations all across North America, RSO’s strategic approach and collaboration made a significant difference in our success. They are true experts in their field, and we highly recommend their services to anyone looking to grow their advertising efforts with a skilled and reliable PPC partner.”