In 2020, with the growth of staycations and demand for static caravans, Statics Wanted saw a considerable increase in competition.
The average cost per lead increased to around £60, and with increasing costs, we looked at how we could get more “bang from the budget!”
We returned to the drawing board, looked at a simplified customer journey and focused on the conversion with a new website, hyper-targeted campaign and fabulous results, as you can see below!
“Paul, how do we reduce the cost per lead? It is getting out of hand.”
Nick is a knowledgeable client and understands the basics of our Google Ads campaign, working together for many years to optimise campaigns, in Nick’s words, “making small tweaks” focused on KPIs such as the Click Through Rate (CTR) and the Cost Per Acquisition (CPA).
In 2020, new competitors entered the market; some had a different business model to Nick. As demand for Static Caravans increased due to the increase in staycations, so did our costs, and a campaign that drove a steady cost of £15 per lead suddenly required an increase to £60 per lead. As Nick suggested, it was getting out of hand.
The strategy was straightforward: increase the campaign’s relevance as much as possible and improve the Quality Score by increasing the relevance within the campaign at all levels. Achieving this would require a new Google Ads campaign, a new website and some modifications to the CRM system for managing the leads.
The new Google Ads campaign, website and modified CRM transformed our performance almost overnight.
Improved website performance doubled our conversion rate and reduced the cost per lead to £30, a huge saving. Once Google had reviewed our new campaign and we had some data to support our improvements of better web pages, higher CTR (Click Through Rates) with a lower CPA (Cost Per Acquisition), our Quality Score caught up and over the next couple of weeks saw our cost per lead plummet back to around £15, pre-2020 levels.
Since the market has normalised, the new campaign, website and CRM modifications have continued to deliver a best-in-class system to generate high-quality leads at an incredible cost. Throughout 2023, the current campaign now delivers conversions at under £5 per lead, much lower than the several years preceding the pandemic.
We use this project as an example of how an initial investment, building a simple website not to win design awards but to deliver a primary objective, can provide outstanding results.
If you would like to chat with Nick and get his side of this incredible story, he is always happy to talk, wouldn’t you?
You’ve come this far, why turn back now? If you have a marketing project you need help with or just want to find out more about what we do, let’s get talking.
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