Kristi Hyson's #1 goal was to increase the quality of her leads. In a highly competitive real estate marketing, Kristi Hyson knew that their current service provider was not providing the quality of leads she knew could be attained from Google Ads. She wanted to see a more engaged user by way of a higher click-through rate (CTR), a decrease in her CPC (cost-per-click) and an increase in conversions along with the conversion rate.

The client, an e-learning company dedicated to training medical professionals in critical life support, had seen its organic traffic decline significantly over several years, and wanted to rebuild the channel as a key part of their business going forward. Conversion Media was engaged to develop and execute a new content marketing plan that could make them competitive in organic search again.

The brand was struggling to improve the ROAS of their online store above 300%, after getting a taste of 800 - 900% during the pandemic, when people being stuck at home all day every day was beneficial to a brand like theirs. The brand was already familiar to consumers who were used to seeing it at stores like Harvey Norman and Kmart, but now could no longer shop at those stores. Another challenge was not being able to offer discounts on their products deeper than the stockist retailer were offering.

The target ROAS was 500 - 600%. The channels they were using were Facebook/Instagram Ads and Google Ads.  Facebook was an area of concern as they did not see consistent returns there, although the channel very well during lockdowns.