Our first port of call to optimise the account was to review the keywords being targeted for Search campaigns; when dealing with Avg. CPCs of £20+, it is vital to ensure that all paid traffic is clean, relevant and intent-driven.

In order to maximise ROI, we reviewed the bidding strategies being used. After a series of A/B testing, we successfully transitioned from manual to automated bidding, making the most of Google’s machine-learning.

Only looking at how many leads you have driven is a restricted way to view performance. Using our custom-built automated conversion tracker, we tracked leads to accurately track whether they generated revenue or not.

To increase click-through rate and conversion rate, we crafted two sets of highly-clickable and informative CTA-drive ads. After testing for a period of time, we reviewed the data and replaced and updated the ads accordingly to ensure our rotation was solid.

In collobration with Merchant Loan Advance, we rolled our dynamic landing pages to ensure we truly maximised quality scores. This had an immense impact on conversion rate, pushing the campaigns even further.

The Display network had only previously been used for Remarketing purposes, however, we also created highly segmented new audiences in order to generate relevant brand awareness and serve the top of the sales funnel.

Without increasing the client’s budget, we generated 144% more leads, working with the client to ensure lead quality was closely monitored.

With the work we put in to restructuring the account and our day-to-day optimisations, we massively improved the quality of traffic being driven to the site. As a result, we decreased the Cost Per Action by 40%.

Not only did we drive more traffic at a lower cost, we also ensured the traffic which was being driven was converting at a better rate. By targeting the right people with engaging ads and dynamic landing pages, we improved conversion rate by 92%.