References

Lead Generation

Here you can see two case studies of our clients whose common goal was to increase the number of conversions and to lower cost per conversion (leads).

Company A: UK based insurance company
Targeting: UK
Company B: US based B2B event company
Targeting: USA

Company A – Situation before

This client did not use AdWords advertising before. This case study shows our results of the few first months of optimization.

What we did

  • Discussed goals and targeting audience
  • Analyzed client’s business model and competition’s advertisement
  • Run keywords research, analysis & categorization
  • Created new campaigns following best practices:
    • Set up new campaigns following targeting criteria
    • Set up tightly themed ad groups
    • Created list of relevant keywords based on keywords research
    • Created extensive list of negative keywords to avoid irrelevant traffic
    • Created appealing ad copy with strong call to action
    • Placed 3 ads to every ad group to run A/B split test
    • Applied all possible extensions to make client’s ads more visible and clickable
  • Set up a long-term optimization plan

 

Company A – Situation after

May – June 2017

June – July 2017

July – August 2017

Company A – Summary

Metric Clicks Leads Cost per lead Conv. rate
May-June 101 17 £67.21 16.83%
June-July 84 26 £20.07 30.95%
July-August 112 41 £14.68 36.61%

Company B – Situation before

This account had been running for several years and had spent $50K+ with very little to show for it before we took over, optimized campaigns and started to maintain them.

What we did

  • Discussed goals and targeting audience
  • Analyzed client’s business opportunities and competition’s advertisement
  • Suggested improvements on landing page
  • Run keywords research, analysis & categorization
  • Created new campaigns following best practices:
    • Set up new campaigns following targeting criteria
    • Set up tightly themed ad groups
    • Created list of relevant keywords based on keywords research
    • Created extensive list of negative keywords to avoid irrelevant traffic
    • Created appealing ad copy with strong call to action
    • Placed 3 ads to every ad group to run A/B split test
    • Applied all possible extensions to make client’s ads more visible and clickable
  • Set up a long-term optimization plan

 

Company B – Situation after

 

1st month

3rd month

Company B – Summary

Metric Clicks Leads Cost per lead Conv. rate
Before 1799 7 $175.75 0.39%
After: 1st month 1363 40 $24.86 2.96%
After: 3rd month 1470 74 $19.70 5.04%
Change* -18.3% +957.1% -88.8% +1192.3%

*change between situation before and after: 3rd month

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