About This Episode
This episode is dedicated to a great case of how we generated more than 70 leads for Relationship Renovation, a prominent counselling service with an overall CPA of $16. The client initially faced issues with a high conversion cost of $280 and few leads, so we had to re-strategise the Google ads.
Each facet of keyword optimization, ad message enhancements, and landing pages was refined to ensure a better user experience while aggregating the right users. Other ad extensions used in the campaign ensured that the services were well-marketed. The results were striking: we increased our CPA by at least one-third and improved our conversion rates, proving that our enhanced strategy works. So be sure to catch the show to find out more about how we are planning and achieving positive results!
How We Generated 70 Leads for a Counseling Service with a Cost Per Acquisition of Just $16
Finding quality leads that are reasonable price quotes is one of the main issues in digital marketing for many businesses, especially those in the service industry such as physical therapy and counselling. Today’s case study will examine how we partnered with Relationship Renovation, a premier counselling service. We created an excellent online image while acquiring over 70 leads at an average CPA of roughly $16.
Client Background
Relationship Renovation is all about relationship and marriage counsellors, and its team has all the best professional therapists to fully help each challenged client. Their mission is to enhance the quality of relationships and make relationships closer. Even though they had expert knowledge in their fields and were fully dedicated to their cause, they were stopped by barriers to bringing clients through online advertising.
Challenges Faced
In the beginning, Relationship Renovation had issues with a $280 CPA and only three conversions from their Google Ads campaign. This outcome failed to make the grade, and it was observed that a thorough optimization plan was needed. The primary challenges included:
- High Cost per Conversion: Although this generated leads for the product at $280 per lead, it cannot be economically justified.
- Limited Audience Reach: At the time of the campaign, it had largely failed to connect with prospective consumers who might patronise the agency’s service.
- Ineffective Messaging: The ad copies were not so appropriate and did not correctly convey what Relationship Renovation stood for.
To avoid these challenges, a systematic approach was used to address several hospital-needed optimisations.
Campaign Strategy
Several significant aspects of our campaign needed to be implemented in order to achieve maximal efficiency and efficacy.
1. Keyword Optimization
We started with extensive keyword research exercises to determine other highly effective related keywords for relationship counselling services. This also enabled us to guarantee the Ads’ visibility among the specific audience. While still using particular phrases such as ‘Tucson marriage counseling,’ ‘couples therapy,’ and ‘marriage counsellors’, we could get the attention of an audience that must have been searching for these services. Due to the targeted nature of this approach, it was easier to get a click and bring in a conversion.
2. Ad Copy Enhancement
Then, we wrote engaging ad copies that called out the focus of the targeted ads—relationship Renovation—and showcased knowledge, positivity, and selling points. A good ad has a beautiful title that grabs the user’s attention and a call to action that engages the user with the link. We worried about the emotional appeal and ensured that we gave the main benefits of relationship renovation and how it could assist people and couples in enhancing their relationships.
3. Landing Page Optimization
People have never complained about the landing pages being too loud in digital advertising. We also audited and improved the website of Relationship Renovation for UX. This included specific calls to action, information about counselling services, which needed to be easy to find on the site, and responsiveness. The right landing page optimization can increase conversion rates substantially as it keeps the interest of clients who click on the ads.
4. Ad Extensions
Different ad extensions were applied to make the ads more noticeable and exciting. This comprises site link extensions where users can quickly navigate to various parts of the website and call-out extensions that feature unique services offered at Relationship Renovation. These changes supplied extra practical details to potential clientele and were known as them to additional actions.
5. Audience Targeting
Audience targeting was another aspect that formed part of the strategy. Demographic adherence and line-appealing targeting were used to reach out to people in search of counselling on their relationships. This made it necessary to fine-tune the audience definition to target those most likely to respond to the services of Relationship Renovation with a likelihood of converting.
Results Achieved
The changes in the strategy used in the campaign provided significant returns, proving that a holistic approach works.
1. Top Converting Keywords
These keywords were derived from our keyword optimization process and include relationship renovation, Tucson marriage counselling, and Tucson couples therapy. All these keywords proved to be helpful in bringing traffic and creating likely leads.
2. CPA Improvement
The most impressive outcome was the near halving of the CPA (Cost Per Acquisition). We were able to reduce the CPA from as high as $280 to as low as less than $16, thus minimising cost per acquisition. Since the older ads they used were relatively costly, Relationship Renovation was able to cut down on its expenses while at the same time reaping higher ROI in its marketing campaigns.
3. Increased Leads
More than 70 leads were opened, which testifies to the effectiveness of our improved targeting/messaging approaches. Such a turnout means that the audience understood those changes and attracted individuals interested in obtaining counselling.
4. Improved Conversion Rate
It is also possible to notice that the number of actual conversions has increased simultaneously with the total number of leads, and the general conversion rate ratio has improved significantly. This meant that apart from increasing the number of visitors to the website by effecting some tactical changes on the campaign, the changes also influenced the ability to transform web visitors into potential clients.
Conclusion
The case of Relationship Renovation is quite a good example of how effective optimization can work wonders when differently targeted. Including keyword optimisation, ad copy, landing pages, ad extensions, and narrowing down the targeting areas pushed the lead generation up while driving the cost down. If you are struggling with the same issues with your digital marketing efforts by now, you should consider deploying these strategies to enhance the success of the campaigns.