Case Study 16

Client Overview

A major player in the mortgage and credit sector wanted to overhaul their online marketing efforts. The goal? Generate more qualified leads and reduce costs, all while navigating a competitive landscape.

Objectives

• Increase Leads: Significantly boost the number of leads through Google Ads.
• Reduce CPA: Lower the cost per acquisition to make better use of their marketing budget.

Challenges

The sector is crowded with competitors, driving up costs and making it harder to stand out. Additionally, technical hurdles such as implementing new tracking systems, adjusting for a revised site structure, and integrating advanced lead form technology added layers of complexity.

Strategy

To address these challenges, I crafted a plan centered on precision targeting and user engagement:

• Keyword Research: Identified high-intent keywords to focus on users actively searching for mortgage and credit services.
• Ad Copy Refinement: Created engaging ads emphasizing the client’s unique value propositions.
• Landing Page Updates: Ensured landing pages were designed to drive conversions, with clear calls-to-action and a seamless user experience.

Execution

• Keyword-Specific Campaigns: Segmented campaigns by search intent to improve relevance.
• A/B Testing: Tested different ad elements to refine the most effective combinations.
• Bid Strategy Optimization: Leveraged automated bidding tools to maximize conversions while managing costs.
• Expanded Network Use: Went beyond search ads to include Google Display, Google Discovery, and YouTube ads for a multi-channel approach.

Results

• 3000% Increase in Leads: The campaign produced a massive jump in leads, surpassing expectations.
• 74% Reduction in CPA: Cost-efficiency improved dramatically, allowing the client to allocate resources more effectively.

Broader Impact

Expanding beyond search ads proved vital. For example:

• Google Display Network: Improved brand visibility with tailored visual ads.
• Google Discovery Ads: Captured attention with engaging visuals in personalized feeds.
• YouTube Ads: Boosted awareness through compelling video content, reaching users at different stages of the decision process.

Final Takeaway

By combining a sharp focus on data-driven strategies and an integrated network approach, this campaign turned challenges into opportunities. The client not only saw exceptional results but also strengthened their position in a highly competitive market.