PPC Case Studies

The Client: Best Quote Travel Insurance is one of the largest travel insurance brokers in Canada, providing insurance to both Canadians and visitors to Canada.

The Challenge: The client’s website was easy to use, but needed conversion rate optimization improvements. The campaign was not segmented and was targeting a wide range of keywords, many of which were not converting.

The Results:

• 265.64% increase in conversion rate
• 300.14% increase in click-through rate
• 169.43% increase in revenue

How We Did It: We created new campaigns that targeted individual countries with the highest conversion rates and excluded poorly converting countries. Our ads included prices that were specific to the country we were advertising in (i.e. “Plans Starting At $18” in Australia VS “Plans Starting At $16” in Canada). Because the buying cycle for travel insurance was often 60-90 days, we retargeted users who received a quote but did not purchase for up to 90 days.

Lastly, we provided CRO consulting to the client. From our guidance, they requested reviews from customers which were automatically added to a review feed on the website. They also added a McAfee Trusted Site security badge. These two changes lifted not only the conversion rate of the PPC traffic but the entire site.

The Client: Herrig & Vogt is a law firm in the Sacramento, CA area providing services for a variety of law niches.

The Challenge: The client wanted additional estate and probate leads. They were up against other firms whose sole focus was estate and probate which meant they were less likely to stand out as the experts in this field. They also had no history of PPC data to work with, so we were starting from scratch.

The Results:

• Reach 20 phone call leads per month average in 4 months
• 476% Return on Marketing Spend (Includes Ad Spend and Management Fee)
• 260% increase in conversions year over year

How We Did It:

We segmented each estate and probate service into its own ad group. We then created ads targeting each individual service. Each ad directed users to the landing page with the most relevant information. This segmentation and targeting helped our clients stand out from other attorneys who simply targeted all estate and probate services with the same ads and landing pages.

The Client: SodLawn sells and installs sod throughout California.

The Challenge: The previous agency the client worked with setup a poorly structured campaign and had implemented no retargeting. Because the client could only ship certain sod types to specific areas of California, the campaign needed to offer only the sod types that were available.

The Results:

• 1,777% return on marketing spend (includes our management fee)
• 5.42% decrease in cost per click
• 109.97% increase in click-through rate
• 20.31% increase in conversion rate
• 21.39% decrease in cost per lead

How We Did It: We completely restructured the client’s account and got hyper-targeted with our segmentation and ads. We stopped targeting keywords that were not converting and reallocated the budget towards keywords that were converting. We also created a custom intent display campaign that put our ads in front of any user who went to our client’s competitors’ checkout page.

The Client: California Mobility is a stairlift dealer operating throughout California.

The Challenge: The client was a startup in an industry with legacy brands that had been around 50-100+ years. The client was a dealer for a well-known brand name manufacturer, but this meant their product was the same offered by other dealers giving them no competitive edge. The client hadn’t tested any offers yet and had no data to inform their strategy.

The Results:

• $29,283 per month in average PPC revenue during the last quarter of the first year of work
• 32.31% lower cost per lead from month one to month twelve

How We Did It: Each stairlift dealer was opaque about their prices. To stand out, we created a Stairlift Pricing Tool and custom landing page which allowed consumers to get a quote online in exchange for their email. Once they entered their email and received their quote, they would get an autoresponder email which included a discount worth up to $500. They had to call and schedule an in-home walkthrough within 24 hours of receiving their quote in order to qualify for the discount though.

The client received valuable information about the lead from the form the lead had filled out. And the lead had a sense of urgency to contact the client in order to qualify for the discount offer.