Starting point
People were searching and clicking, but the account was not creating enough leads the business could afford to scale.
What changed
We changed bidding so spend was guided by return on ad spend, not only cost per lead.
We checked which keywords were helping to create leads, rewrote ads, removed non-compliant copy and tightened targeting around people more likely to take out a product.
We reviewed the lead form to see why people were not completing it. We changed the questions, layout and page copy, then improved load speed so more visitors finished the form.
The results
- +325% increase in leads
- +218% increase in clicks
- Held cost per lead flat
What this shows
The campaign changes brought in more of the right traffic. The form changes helped more of that traffic complete without pushing cost per lead up.
