The challenge
Our client was working with a national agency for over two years. Their CPL had risen significantly to over $100, impacting their profitability and making digital a non-viable advertising option. They had also seen a sharp decrease in lead quality, impacting their ability to book sales calls and, ultimately, installations.
Our approach
We opted to continue utilizing Meta as a lead source and not move over to Google to ensure that we could maximize the limited ad spend budget. We simplified their landing page, improved their audience by adding interest-based targeting and leveraged zip code level targeting to minimize wasted impressions. We also increased the number of creatives per campaign during the testing phase so that we could have a clearer picture of creative style that best captured our target audience’s attention. Once we had ascertained the best converting creatives, our team increased the ad budget allocation to those creatives helping us reduce our cost per metrics.
The Results
Our program is now their #1 lead and sales source. Simply Sinks averages 58 exclusive leads per month. CPL >$30 (vs. an industry average of $50 ). CPC c.$1.20 based on an average of 931 clicks and $1,200 spend/mo. 3.38% CTR (vs. 0.07% benchmarks within the home improvement industry).
