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Cost per conversion dropped from an average of ~$120 to an average $14, an 88.3% decrease in cost per lead.
Total conversion went from ~30/week to upwards of 200 per week. This is a 566% increase in total conversions.
Mold Bros is a mold remediation company on the East coast of Florida, the most competitive market for mold services in the world.
Further they have a proprietary service that is new to the industry and is much less expensive than traditional Mold Remediation. But that also means they generate far less revenue per job than their competitors who are advertising on Google.
Our task was to lower their cost per lead to a sustainable range, approximately $100 per lead.
We were originally brought on board to optimize Mold Bros' Google Ads.
We restructured their landing pages and wrote conversion-focused copy to rapidly communicate the benefits of their service to potential customers.
Then we built out tightly themed campaigns and ad groups that were organized to easily understand performance.
As we saw searches appearing for different cities and locations within their service area we built out dedicated ad groups for each, speaking directly to the consumer in that city.
After a healthy flow of conversions were coming in through Google Search we neede a way to increase volume. At this point we added Bing Ads and Google Display to our media mix.
By saturating local markets with display ads designed to communicate the revolutionary nature of their remediation service we were able to drastically reduce cost/conversion.
Finally we added Facebook ads to their media mix to push as many leads as possible into their sales pipelines.
Cost per conversion dropped from an average of ~$120 to an average $14, an 88.3% decrease in cost per lead.
Total conversion went from ~30/week to upwards of 200 per week. This is a 566% increase in total conversions.
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Beyond the overarching objectives, our main focus was with undergraduate and postgraduate student recruitment through ongoing campaigns, as well as advertising university courses, open days, postgraduate open evenings and Clearing.
Specific examples of objectives set by Leeds Beckett also included:
1) Supporting the university’s growth plans through targeted and effective campaigns
2) Growing the number of applications
3) Improving efficiencies and reducing costs in all paid channels
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