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187 Leads in 90 Days!

Project: Roof Replacement
Average Value per sale: $25000
Target Market: Renovators, Long term Home Owners
Geographic Location: Metropolitan and regional locations

In this case study, I’m going to show you how we took a failing Google Ads campaign and turned it into an enormous success.

In fact, we were able to generate 187 quality leads in the first 90 days of the campaign! Here’s how we did it:

Background

Our client is a well-established Roof replacement company is Western Australia. Our goal was to generate new leads and have the sales team be able to follow up with the prospect. Before our client started using More Leads they had spent over $200,000 in paid ads in a little over 4 years.

They also spent tens of thousands with past agencies that, from what our client told us, “really didn’t move the needle much” for their business. Lots of promises and lots of different campaigns but no real returns that were measurable.

Now heres the interesting part, when we broke the actual real numbers down for the clients previous PPC campaigns. We could only allocate 25 net leads generated from that campaign, that was leads that called and or completed an online form. So in-turn the real cost per lead generated was $387.00.

On top of this cost per lead, the client was paying the previous agency (on a PPC contract) plus and the time wasted by the client chasing up the campaign managers for the updates. There was also the cost of landing pages built for the campaigns and all the other bumph the PPC agency required the client to pay for.

Our client estimated this at a further $3500-$5000 for the campaign period adding another $200 to the cost of each lead bring the real lead cost closer to $587.00 per lead.

Our Campaign ran for the same time, we provided all the landing pages websites and technology required to capture and measure the leads and the agreed cost was a cost per lead generated was $250.00. This represented an overall saving of around 40% over the conventional PPC lead generation system. If you then add on the time saved plus no need for the lead capture systems and marketing material the PPC agency charged for. Our fixed price cost per lead represented a saving of over 80% for the clients.

Let’s break it down!

SO HOW DID WE TURN THIS CAMPAIGN AROUND?

Uncovering A Big Tracking Issue

If you want to know if a campaign is working, you must have accurate tracking.

The first problem we encountered when auditing this account was that the tracking was not set up properly. We saw that the tracking was reporting of thousands of leads, so that seemed off.

When we dug into it, we found that this account was counting a lead every time someone hit a general page on their site – not a thank you or confirmation page, but a general page on their website.

This resulted in the campaign reporting thousands of “leads” that didn’t actually exist!

We wiped out any irrelevant conversion actions that skewed our data and started from scratch with new conversion tracking. Our conversion “goal” was placed on the thank you page after a lead fills out a form, so we know that we actually collected the information from the lead.

Starting Fresh With New Search Campaigns

In our campaign research process, we work with the client to figure out what are the driving levers of their business and what they want to target. Once we decide on a theme, we’ll do competitive research to figure out what angles are used by competitors, what the offer should be, etc.

In this case, our client wanted to target a general audience looking for Heritage Restorations and Roof Replacement. Since the previous campaign’s data was skewed, we started fresh with 2 brand new campaigns, one for each of the target products rather than 1 campaign for both. The first campaign was themed around “Roof Replacement ” and the other campaign was Heritage Restorations campaign.

We crafted high-converting copy for the ads and paired them with tight ad groups. We always make sure we’re using “message match” to get the highest ROI! Then we used location targeting to limit where the ads were being served to only their local area.

Setting Up High Converting Landing Pages

In the past, the account was driving traffic to their homepage. This is usually not optimal for lead generation campaigns because homepages are typically not designed for conversions.

Instead, we wanted to drive traffic to very specific landing pages that matched exactly what they were searching for and were optimised to convert highly.

In this case, we developed a landing page to start based around Roof Restorations. We saw that the other competitors would send the traffic to their before and after pages because people want to browse the images, so this became our offer.

This landing page collects the lead’s information and offers to “view” the before and after images. That way, we collect the information upfront and the client could follow up.

The Results

After setting up proper tracking, creating new campaigns, writing new ad copy, and creating custom landing pages, we turned on the traffic . . . . and the leads started pouring in!

In fact, within 90 days we had already generated over 187+ leads! When we removed the normal spam type forms and the “just enquiring calls” the net amount was:

That is not including over 1,033 site visits (not to the landing page) and also 84 actions taken to join the mailing list (the database). We believe there are many more leads to come from the mailing list in the near future.

As we optimise this existing campaign, we also have expanded to other type-specific landing pages (Color Bond roof replacement, Asbestos roof removals and Tin roofing replacement).

Conclusion

With the right strategy, you can take a failing campaign and turn it around just like we did for this client.

If you want help turning your campaigns around, getting more leads, or getting more ROI, contact us for a no obligation consultation.

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