|
Client case studies.
We understand that every brand faces its own set of challenges, from soaring CPAs and fierce competition to minimal brand visibility and sluggish sales or leads. Each of the following case studies showcases tailored PPC strategies crafted to address the specific obstacles our clients encountered, demonstrating our commitment to turning their unique pain points into opportunities for growth and success.
20 Years In The Business
1000+ Successful Clients
£44m+ Ad Spend Managed
Case study #1
Campaign Type: Lead Generation
Industry: Printing
Location: UK
Channels: LinkedIn Ads, Google Ads, Microsoft Ads
Our UK based client runs a printing company that focuses on the corporate market (b2B) e.g. business cards, branded clothing, pens stationery etc. His personalised stationary arm of the business was tanking but he couldn’t put his finger on why. He was getting the same leads but lower conversions.
How we did it.
Our initial engagement with this client stemmed from our FREE Digital Marketing Audit offer. We conducted an in-depth assessment of their operations, highlighting both their strengths + weaknesses + untapped opportunities. They opted to give us a try on the back of that.
? Strategic Approach
LinkedIn:
- Better Ad Creatives:
We developed a range of more visual ads showcasing high-quality stationery items. - Sponsored Content:
We ran sponsored posts providing insights on the impact of personalised stationery on brand perception - Group Participation:
Engaged in relevant groups and forums to understand market needs and showcase expertise. - Improved Targeting:
Tore down his current targeting, refreshed it. We narrowed our audience & focused on key decision makers.
Google/ Microsoft Ads:
- Dynamic Search Ads:
Enabled DSA’s to ensure visibility across relevant searches - Remarketing:
Deployed evergreen remarketing stacks targeting previous website visitors with specific product categories they showed interest in. - Ad Copy Testing:
Test and test again! We split tested everything & optimised all ad copy pulling out the low performers and retaining strong ads/ copy/ keywords.
? Conversion Rate Optimisation
- Utilized A/B testing on product pages to understand user behaviour and optimised accordingly.
- Implemented a fast-checkout option for repeat buyers to streamline the purchasing process
- Enhanced product descriptions with engaging visuals and thorough specifications.
Results.
Conclusion.
Despite receiving consistent leads, the company faced declining conversions, which we addressed through a targeted overhaul of their digital presence. By enhancing LinkedIn ad creatives, refining targeting to key decision-makers, and engaging actively in relevant groups, we significantly heightened brand visibility and expertise
Additionally, on Google and Microsoft Ads, we optimised ad copy and implemented dynamic search ads and remarketing strategies. The implementation of A/B testing on product pages and a fast-checkout option further streamlined the user experience helping to revitalise their digital marketing efforts while driving substantial business growth.
Our partnership kicks off with a thorough Digital Marketing Audit that identifies your company’s strengths, areas for improvement, and untapped potential.
To gain similar insights, simply fill out a free audit application form. This is a commitment-free process that promises to uncover valuable opportunities for your business.
Case study #2
Campaign Type: Ecommerce
Industry: Apparel
Location: UK
Channels: Meta Ads, Google Ads, Amazon Ads
Here’s a snapshot of our success with an e-commerce apparel client! They approached us with dwindling sales, diminishing basket values, and escalating costs per sale, despite having an agency managing their digital marketing for 18 months. Was it the economy, the products, or is the agency not meeting the challenge?
How we did it.
The client made an initial approach with our FREE Digital Marketing Audit offer. Once they came onboard, we conducted an exhaustive analysis of analytics data and digital channels including Google, Meta, and Amazon.
? Strategic Approach
- Audited competitors + performed UEx/CRO analysis on website/landing pages.
- Refined keyword strategies focusing on long-tail keywords + revamped creatives and ad copies.
- Initiated a series of offers/deals + implemented email marketing sequences to target potential and past customers.
- Developed intelligent retargeting stacks and suggested improvements in website user experience.
Results.
Conclusion.
By conducting a comprehensive digital marketing audit and meticulously refining tactics across various platforms, we not only addressed immediate sales declines but also enhanced overall market engagement.
Despite previous management by another agency, our strategic intervention propelled a dramatic turnaround, emphasising our adeptness in digital optimisation and strategic marketing.
We begin our partnership with an in-depth Digital Marketing Audit assessing areas where our clients excel, the aspects they can improve, and the opportunities they haven’t yet leveraged.
To experience the same benefits, complete an free audit application form. This comes with no commitments—only valuable discoveries.
Case study #3
Campaign Type: Lead Generation
Industry: Accounting
Location: UK
Channels: Meta Ads, Google Ads
We were retained by a small Tax Consultancy Practice based in the UK. They specialise in providing personalised financial guidance to SME’s across business sectors. Despite their high-quality service, the firm was encountering difficulties in lead generation, managing only 20 leads per month from Facebook, with a costly £150 cost-per-acquisition (CPA). Their click-through rate (CTR) stood at a mere 0.9% with a conversion rate of 1.8%, figures that highlighted significant inefficiencies in their online marketing strategy.
How we did it.
The primary goal was to transform The Solo Tax Consultant’s digital presence by:
- Doubling the lead generation to at least 40 leads per month.
- Halving the CPA to £75.
- Enhancing the CTR to 1.5%.
- Increasing the conversion rate to over 3%.
? Strategic Approach
Meta:
- Audience Optimisation:
We refined their audience targeting strategy by implementing custom and lookalike audiences to identify and engage profiles most likely to convert. This approach helped in reaching a more relevant and responsive audience. - Ad Content Innovation:
Carousel and video ads were strategically employed to enhance user engagement. These dynamic formats are more effective in capturing attention and driving action compared to static images. - Creative A/B Testing:
We conducted A/B testing on various ad elements such as headlines, images, and call-to-actions to determine which combinations resonated best with the target audience, leading to higher engagement and conversion rates. - Scheduled Posting:
Ads were timed to coincide with peak engagement times identified through analytics, ensuring maximum visibility and interaction from potential clients..
Alongside optimising and retargeting the client’s Facebook campaigns we built and launched a Google Display campaign to target a specific audience searching for our client’s niche services.
Google Ads (Display Network):
- Contextual Targeting:
We leveraged GDN’s powerful contextual targeting to place ads on websites frequented by potential clients interested in financial planning and tax advice. This precision targeting ensured that ads were shown to the right audience at the right time. - Remarketing:
Implemented to recapture the interest of visitors who had previously engaged with the client’s website but had not converted. By reminding them of the Solo Tax Consultant’s services at critical decision-making moments, we significantly increased conversion chances. - Keyword optimisation:
We enhanced ad visibility by optimising for high-intent keywords related to tax consulting and financial planning, increasing the relevancy of ad placements. - Ad Extensions:
Utilised ad extensions to provide additional links to specific pages on the client’s website, such as contact forms and detailed service descriptions, facilitating easier access for potential clients and improving user engagement..
? Conversion Rate Optimisation
- Streamlining the Booking Process: The consultation booking process was optimised by reducing unnecessary steps, making it quicker and easier for potential clients to schedule appointments.
- Incorporation of Social Proof: We added testimonials and case studies to the booking page to bolster credibility and reassure potential clients of the quality and reliability of the service.
- Optimised Landing Page Copy: We improved impact statements and splash page copy to make the benefits of the client offering clearer.
Results.
After our first 3 months working on the account, we achieved:
Conclusion.
The strategic overhaul of The Solo Tax Consultant’s digital marketing campaigns not only revitalised their lead generation efforts but also enhanced their market positioning. This case study exemplifies our agency’s expertise in navigating the complex landscape of online marketing and driving substantial business growth through tailored digital strategies.
This case study, while not exhaustive, highlights some of the effective strategies we’ve implemented to enhance lead generation at a lower cost. Our approach demonstrates that success often results from a series of small, strategic changes across the marketing funnel that collectively achieve significant improvements in lead quantity, cost efficiency, and conversion rates.
Our initial engagement began with a detailed Digital Marketing Audit, a tool we’ve refined over 20 years helping us to pinpoint client’s strengths, weaknesses, and untapped opportunities.
If you want to see what value our FREE audit provides for your business then drop us a line or fill out a audit request. No strings attached, just insights.
Case study #4
Campaign Type: Lead Generation
Industry: Branded Clothing
Location: US
Channels: Microsoft Ads, Google Ads
Our client, a US-based branded clothing supplier, was a struggling to generate new corporate clients/ leads via their campaigns across Google and Microsoft. The Problem? It was two-fold: Leads were drying up and down to 120 per month; the leads they were generating were getting more expensive with a CPA of c.$80.
How we did it.
Their campaigns lacked focus and direction and the website journey wasn’t helping matters, so:
? Strategic Approach
Microsoft Ads:
- Audience Targeting:
We identified and targeted new businesses likely to require branded clothing. - Ad Customisation:
New tailored ads + content was created to better communicate to different audience segments. - CRO Analysis + Landing Page Testing:
We CRO reviewed and improved the visitor journey driving traffic to different landing pages. This split testing allowed us to identify the highest converting layout and content.
Google Ads:
- Bid strategy:
We adopted a targeted CPA bidding strategy to optimise campaigns for conversions – dropped some campaigns and created new corporate lead gen focused ones. - Negative keywords:
We reviewed and updated the Negative Keyword List to ensure budgets wasn’t wasted and could be used better elsewhere. - Shopping:
We refreshed their Google Shopping Ads + targeting.
? Conversion Rate Optimisation
- We introduced a virtual tour of the printing process to build trust and showcase quality.
- We offered a free consultation Ai form on high-traffic pages to capture more leads.
- We optimised form fields to make the inquiry process as straightforward as possible.
Results.
After our first 3 months working on the account, we achieved:
Conclusion.
Our client’s challenges were addressed through a comprehensive strategic overhaul that included enhancing Microsoft Ads by targeting emerging businesses and customising ad content for different audience segments. On the Google Ads front, we optimised bid strategies, refreshed the negative keyword list, and revamped shopping ads. Additionally, we implemented conversion rate optimisation techniques such as introducing a virtual tour, deploying a free consultation Ai form, and streamlining inquiry processes.
This transformation not only increased lead generation but also significantly improved efficiency in spending, showcasing our ability to effectively pivot and adapt strategies to meet client needs.
Our initial interaction started with a detailed Digital Marketing Audit, a process we’ve perfected over two decades to clearly identify a client’s strengths, weaknesses, and areas for growth.
If you’re curious about the benefits our FREE audit can bring to your business, simply get in touch or submit an audit request form. It’s completely obligation-free—just pure insights.
Case study #5
Campaign Type: Ecommerce
Industry: Baby safety products
Location: UK / Germany
Channels: Google Ads
At the onset of 2021, we were approached by one of the UK’s foremost baby safety companies seeking to reinvigorate their PPC endeavours. Faced with challenges in achieving results across English and German PPC campaigns, they expressed a strong desire to evolve their strategies, enhance paid revenue, and venture into untapped international markets.
How we did it.
Beginning with a phase of meticulous consolidation, we meticulously structured their accounts, laying a robust foundation for future endeavours.
? Strategic Approach
Strategic Foundation for Growth:
Our approach involved deploying comprehensive campaign coverage across initial markets, meticulously segmented by brand, non-brand, product categories, and demographics, with a particular focus on search and shopping campaigns.
This served as our blueprint for future expansions. Establishing clear ROAS targets, we leveraged Google auto-bidding strategies for CPA + ROAS to efficiently scale activities.
Remaining agile, we closely tracked new product developments, seamlessly integrating them to sustain growth within the EU. Notably, our localised campaigns provided invaluable support for their physical stores across Europe.
Moreover, we bolstered upper-funnel activities, employing discovery, display prospecting, and remarketing to fortify brand awareness and secure enduring market share and growth.
International Expansion and Localisation:
Collaborating closely with our team of native-speaking digital marketers, we crafted tailored strategies for non-English speaking markets. This personalised, culturally relevant approach not only strengthened our foothold in these regions but also fostered credibility and trust among target audiences and resellers.
Initiating with core sector search terms such as:
Baby stair gates – baby gates – baby car seats – baby proofing – child proofing – baby monitors – baby pushchairs – baby buggies etc.
We strategically expanded keyword coverage, utilising RLSA to re-engage non-converters and intensify our market presence. Harnessing the expertise of our native-speaking team, we witnessed a significant boost in interaction rates and conversion efficiency, facilitating further expansion.
Upon validating success in a region, we continued to evaluate opportunities for growth, aiming to augment market share and bolster EU expansion efforts.
Market Assessment and Expansion:
Observing the triumphs in core EU markets (Germany, Austria, France, Switzerland), we embarked on exploring additional markets with similar potential. By visualising opportunities and assessing associated risks, we empowered our client to make informed and profitable decisions regarding business expansion.
Leveraging Google Market Explorer data and additional insights from Google Ads, we meticulously forecasted global opportunities within the baby safety + baby products sector industry, enabling strategic decision-making.
Our international team conducted comprehensive market research, unearthing insights into local and global competitors, consumer preferences, and potential barriers. Armed with this knowledge, we identified opportunities for English campaigns in each market, optimising our approach for maximum efficacy.
? Key achievements
- Expanded campaigns from 38 across 3 countries to 62 across 12 countries
- Every year we surpassed ROI targets whilst growing revenue
- 590% revenue increase from 2021 to 2024
- YOY growth on mobile conversions 42%
- YOY continued growth in paid traffic 28%
Results.
Our partnership has yielded remarkable achievements:
Conclusion.
Employing a diverse range of tactics, we witnessed a substantial year-on-year increase in paid performance and revenue across all markets.
Our efforts were recognised with our work being selected as a finalist in the international growth category at Google’s Partner Awards.
If you’re curious about the benefits our service can bring to your business, simply get in touch or try a FREE audit via our audit request form. No obligation—just great insights.
Case study #6
Campaign Type: Lead Generation
Industry: Healthcare
Location: UK
Channels: Google Ads
Our client operates a prominent Ultrasound Clinic, specialising in diagnostic imaging services. The clinic relies heavily on online advertising to attract new patients and maintain a steady flow of appointments. Despite consistent advertising spend, the clinic faced challenges in maximising the return on their digital marketing investments.
How we did it.
The main issue was suboptimal performance of their Google Ads campaigns, which were not converting leads into appointments as efficiently as needed. The clinic’s cost per acquisition (CPA) was high, and the conversion rate from their ads was lower than industry standards, leading to concerns over the sustainability of their advertising strategy.
? Strategic Approach
Our engagement with the Ultrasound Clinic began with a comprehensive restructuring of their Google Ads account. Key actions included:
- Account Layout Reconstruction: We overhauled the existing campaign structure, segmenting campaigns more distinctly by service types and patient demographics. This allowed for more targeted ads and improved allocation of ad spend.
- Implementation of Performance Max: To further enhance the campaign results, we introduced Google’s Performance Max campaigns. This approach utilises Google’s AI and machine learning capabilities to optimise ad placements across its vast network, ensuring the best possible visibility and engagement rates.
- Profitability Evaluation and Budget Optimisation: With consistent ad spend, we focused on maximising profitability by continuously monitoring performance metrics and adjusting the budget allocation to favour the most effective campaigns.
- Transparent Communication: Throughout our engagement, we maintained clear and consistent communication with the clinic, ensuring they were fully aware of the strategies implemented, the progress made, and the results achieved.
? Key achievements
The strategic changes implemented over the period from November 2023 to March 2024 led to significant improvements in the clinic’s advertising metrics:
- CPA Reduction: The cost per acquisition was significantly reduced from £4.82 to £2.84, making each patient acquisition more cost-effective.
- Increased Conversion Rate: The conversion rate nearly doubled, increasing from 19.56% to 41.52%, indicating a much higher effectiveness in turning ad viewers into clinic appointments.
- Improved CTR: The click-through rate increased from 9.14% to 11.08%, showing enhanced ad engagement.
- Stable Spend: The improvements were achieved without an increase in the overall advertising spend, demonstrating the effectiveness of the optimisations.
Results.
Our partnership has yielded remarkable achievements:
Conclusion.
By restructuring the Google Ads account and implementing advanced advertising solutions, we were able to dramatically enhance the efficiency and effectiveness of the Ultrasound Clinic’s online advertising efforts. The clinic not only saw improved financial performance but also achieved a higher conversion rate, ensuring a steady growth in patient appointments without additional expenditure. These strategic interventions solidified the clinic’s market position and set a foundation for sustained success in their digital marketing endeavours.
We work with healthcare businesses to help them achieve their advertising goals. Just get in touch or try a FREE audit via our audit request form. There’s zero obligation, but plenty of insights!
Friendly and approachable.
We are always available during office hours and will be delighted to answer any questions you may have. Please don’t hesitate to call on 0800 044 3664 or send us a message using the form below.
Internet Marketing Team
9 Devonshire Square, Spitalfields, London EC2M 4YF
Email: info@internetmarketingteam.co.uk
Phone: 0800 044 3664
