Increasing Leads & Net Profit by £100k
The client is a volume-focused, lead generation business operating within the financial services sector.
They were utilising Google Ads to drive leads but wanted to drive additional volume from this channel.
All existing campaigns were operating with uncapped budgets and had maximised potential lead volumes each month, and so an alternative approach was required.
01
Objective
The primary objective of the project was to increase lead volumes and profitability for the client's most successful keyword portfolio in their Google Ads account.
02
Account Audit
The first step was to conduct a thorough analysis of the existing Google Ads account to determine the return on ad spend (ROAS) for each keyword and specific device category. This analysis helped identify the top-performing match types and keyword portfolios.
03
Utilising Broad Match Keywords:
I identified the potential of utilising broad match as a match type for the selected keywords. Although the client had hesitations regarding this due to how much variance there could be in the search terms, I believed it could unlock untapped opportunities.
04
Testing & Scaling :
To address concerns about the broad match's potential to trigger irrelevant searches, I invested significant effort in creating a comprehensive negative keyword list. This ensured that any irrelevant search terms were blocked and that the campaign's targeting remained relevant to the core search keyword.
The Results
Initial Launch
Throughout the testing, I diligently monitored performance and consistently improved the negative keyword list, ad copy, and targeting. Based on the positive results, I expanded the number of campaigns from 2 to 12.
Driving Incremental Leads
The lead volume saw a substantial increase growing to an average of 250 additional leads per month, satisfying the client's goal of driving more potential customers to their financial services offerings.
Increasing Net Profit
The campaign's profitability significantly increased, with a net profit of over £102,000 during the 10-month testing period.
Conclusion
The new optimised Google Ads campaigns resulted in significant incremental growth in lead volumes and profitability within the clients business. The success of this case study highlights the importance of data-driven decision-making and the potential benefits of exploring less conventional match types, backed by thorough testing and continuous optimisation.