Heat Insulation: Using PPC to drive a 420% increase in online enquiries
THE RESULTS
95% | decrease in cost per enquiry |
420% | increase in leads |
96% | reduction in cost per lead |
Building from the ground up
The home insulation market is dominated by lead generators, taking away any control from the consumer. There was an opportunity for a business with full ownership of the service delivery, from survey to installation, to enter the market and utilise its efficiency and profit margin advantage.
With an online presence comprising of a basic website that drove no traffic or leads, our job was to capture profitable market share.
Digital marketing hadn’t been a focus of the business before and the website had zero presence on Google. With a need to generate new customers in the short term, we focused on using pay-per-click (PPC) advertising to target in-market consumers, whilst improving the user experience.
Finally, any marketing activity had to be done with a strict return on investment (ROI) to ensure profitability. With this being Heat Insulation’s first experience with digital marketing, managing the expectations and ROI was essential.
Targeting and testing to drive constant improvement
With a limited budget, getting the targeting and messaging right was key to driving maximum value.
Following audience research, we created a PPC structure that targeted key locations, behaviours, and services to ensure Heat Insulation were in front of the right users. Combined with an effective bidding strategy, we were able to drive a record number of enquiries.
A/B landing page testing helped to tailor content to generate enquiries from more informed consumers. This change made it much easier for the sales team to close the sale, further enhancing profitability.
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
