Results at a glance
Reduced from $120 to $95
Maintained at 5 % and 8%, respectively
Founded in 2010, the company offers cloud-based telephony products. The digital marketing team was able to generate about 50 leads/day and their main online channels were both organic and paid search
Founded in 2010, the company offers cloud-based telephony products. Its digital marketing team generated 50 leads per day from paid search (SEM) campaigns, primarily AdWords, and organic channels. The company's sales team consisted of 20 members. Half the team covered leads from within the organization. The others covered leads generated by AdWords.
- Low leads to sales ratio – The AdWords campaign generated a good number of leads with a decent conversion rate of nearly 7%, but the quality of leads was poor, resulting in a total leads to sales conversion rate of only 3%, as 40% of the leads were non-workable. The main challenge, therefore, was to reduce the non- workable leads percentage and improve the leads to sales ratio. - High CAC (Customer acquisition Cost) – Of all channels, AdWords' CAC was the highest ($120). In response to this, management was considering reducing the AdWords monthly budget, which could adversely impact the sales and growth projections.
Our marketing team reviewed the client’s business, needing one week to understand it and how the company ran its AdWords campaign. The following improvements were made:
Our review and the improvements made yielded the following results: