The client
The client is a reputed trailer dealership in North Carolina, USA.
The challenge
The challenge was to generate quality leads at the lowest cost per conversion.
What we were asked to do
Their goal was to increase the number of qualified leads to grow their business while minimizing the cost per lead (CPL).
What we did
Initially, we created targeted keyword and audience campaigns that generated quality leads but with a high CPL. To improve this, we paused call-only ads and optimized existing search campaigns, achieving a 7.22% CTR, a $2.89 CPC, and a $40 cost per conversion. This resulted in 390 leads with a $2,000 monthly budget and a total cost of $15,608. We then reintroduced call-only campaigns with website visits and tested various ad copies, bidding strategies, and budget allocations to maintain a consistent flow of high-quality leads.
What worked in the creative
The best-performing ad had high engagement, featuring calls to action like "Call." It was optimized for visibility and engagement, significantly contributing to overall lead generation.
Results
Our strategic campaign optimization and continuous performance monitoring led to remarkable results. We successfully increased the number of leads while reducing the CPL. By implementing automated bidding strategies and incorporating business models and seasonal changes, we achieved significant improvements in lead quality and cost efficiency.
Outcome
Specifically, we increased lead generation from 162 leads in the initial months to 288 leads in the later months while reducing the CPL from $81 to $41.