CASE STUDIES – LEAD GENERATION

Life Insurance Client

Life Insurance Client

The Challenge

The client wanted us to increase the number of leads and improve his conversion rate.. Campaigns are calls-oriended.

The Process

Campaign’s reach was narrowed to mobile only in order to focus more on click-to-call conversions. The campaigns’ structure was created from scratch with more detailed segmentation of keywords. Campaigns’ budget was primarily allocated to calls-oriented keywords (containing “contact number”, “telephone”, “customer service”).

  • +252.68%
    lead volume growth
  • -17.66%
    Cost per conversion
  • -24.59%
    Cost per click

See the results after the first 3 months of Otavation optimization.

Metric Interactions Leads Cost per lead Conv. rate
1st month 1444 395 $14.93 7.35%
4th month 1469 388 $13.33 26.41%
24th month 1440 747 $17.03 51.87%
Change* -0.28% +89.09% +14.01% +89.61%

*Change is between the first month of Otavation optimization (March 2018) and March 2020.

Shutters Client

Shutters Client

The Challenge

This client wanted us to increase the number of leads at their target cost.

The Process

Old campaigns were restructured with more detailed segmentation of ad groups. Irrelevant traffic was cut by changing keywords match types. Competitors list was extended. New campaigns were created in order to cover all product categories the client has on the website.

Multiple bidding strategies were tested in order to ultimately determine the most optimal way of getting leads for the target price.

  • +243.78%
    lead volume growth
  • -57.03%
    lower cost per lead
  • +912.83%
    interaction rate growth

These are the results after the first year of optimization by Otavation (Oct 2018 - Oct 2019) compared to the same period a year before.

Metric Interactions Leads Cost per lead Conv. rate
Before 1565 207 $21.78 13.29%
After: 1st month 2161 307 $18.97 14.55%
After: 3rd month 2627 354 $23.04 13.45%
After: 19th month 4568 777 $13.94 17.02%
Change* +191.88% +274.04% -36.03% +28.15%

*Change is between the situation before Otavation (September 2018) and May 2020.

Explainer Videos Client

Explainer Videos Client

The Challenge

The client wanted to get more leads, decrease the cost per lead significantly and keep it below the new target cost per lead: $60.

The Process

Brand new campaigns’ structure was created from scratch. Separate campaigns were created for the most convertible keywords. Competitors list was extended. Campaigns were divided by location to distribute budget evenly based on the volume of traffic.

  • +1 127.27%
    lead volume growth
  • -90.72%
    cost per lead decrease
  • +882.38%
    conversion rate growth

Comparing the first 3 months of Otavation optimization to the situation before we took over.

Metric Interactions Leads Cost per lead Conv. rate
Before 567 8 $288.17 1.41%
After: 1st month 658 39 $45.02 5.39%
After: 3rd month 909 59 $47.65 6.49%
After: 53rd month 731 70 $56.64 9.58%
Change* +28.92% +775.0% -80.35% +578.69%

*Change is between the situation before Otavation (October 2014) and May 2020

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