CASE STUDIES – LEAD GENERATION
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”).
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+252.68%lead volume growth
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-17.66%Cost per conversion
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-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
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.
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+243.78%lead volume growth
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-57.03%lower cost per lead
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+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
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.
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+1 127.27%lead volume growth
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-90.72%cost per lead decrease
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+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
