Firegang Dental Marketing Case Study

The Challenge

Firegang is a small digital marketing agency that works exclusively with Dental clients. I was hired to oversee and manage their Performance team, which consisted of the PPC team, SEO team, Local SEO team, and Call Auditing team. At the time of hiring, Firegang was a 100% remote company struggling with client retention, SEO and PPC performance.

My primary goal was to improve client retention, which was at 78% at the 1 year contract mark. The target was to improve 1 year retention to 90%.

Upon starting, I noticed a few gaps in client performance and reporting:

Overall client CPL (Cost per Lead) was $89 (industry target $50)
Google Ads CPL (Cost per Lead) was $178 (industry target is $100)
Facebook Ads were driving no leads at all
Organic SEO performance was suffering because of duplicate content being used on all client websites.
Client reporting was obtuse and lacked any clear definitive wins

The Process

In order to improve client retention, I focused on creating clearly defined and repeatable systems for both the performance team. I also put a focus on providing automated and standardized reporting dashboards for the customer service team, who reported results to clients.

Google Ads: I standardized keyword targeting for each client service offered and reduced ad account saturation from 10-12 ad groups per client to 4-6 ad groups focusing on client's core competencies. I also changed from a Manual bidding strategy to Smart bidding to reduce CPC, and worked with the Website team to improve landing page experience.
Facebook Ads: Knowing Facebook Ads to be most effectively used for top of funnel conversions, I scaled down direct Conversion campaigns for clients using Facebook Ads. I then built an automated Dental Implant lead funnel that offered a free Dental Implant Guide that would be promoted for client's local target audience via Facebook Ads. This lead funnel featured automated SMS marketing and email marketing outreach.
SEO: Created a clearly defined keyword strategy for client websites and hired/trained a full time content writer who could create unique content for each client website.
Reporting: Created an automated reporting dashboard that reported on the most important KPIs such as CPL, CPNP (Cost per New Patient), and ROI. Dashboard also provided historical lead and new patient metrics for all performance channels: Organic SEO, Local SEO, Google Ads, and Facebook Ads. This saved the customer service team hours of report generation and provided more transparent and meaningful reports to clients.

The Solution

Primary objective: Client retention at 12 months improved from 78% at time of hiring to 90%.

Performance objectives:

Overall client CPL improved from $89 to $36
Google Ads CPL improved from $178 to $87
Facebook implant funnel yielded incredible ROI for engaged clients
SEO performance improved dramatically on account of unique content

Website

https://firegang.com

Skills Used

Paid Ads,Paid Ads,Marketing Strategy,SEO,Content Marketing,Web Development,SMS Marketing,Email Marketing

Industry

Health & Wellness

Results by the numbers

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