MONTHLY FINANCE LEADS UP 228%
Sunday, October 13, 2024
How we helped a market-leading UK mortgage company drive up their monthly leads and lead quality — building a Google strategy to match their business acumen.
Services Provided
Google Ads
Key Achievements
- CPL reduced by 69%
- Monthly Leads increased by 228%
- Lead Quality improved by 31%
CLIENT OVERVIEW
This client is a market-leading UK mortgage company with specialist brokers, renowned for their expertise in navigating complex financial landscapes. Despite their established reputation, the client faced a challenge: how to significantly scale their monthly lead volume while improving lead quality. Additionally, they wanted the flexibility to adjust their monthly ad spend in line with their capacity to handle new business.
Their existing Google Ads account was underperforming, with inefficiencies in campaign structure and lead targeting preventing them from unlocking their full potential. That’s when they partnered with us to bring their vision to life.
IMPACT DELIVERED
Since partnering with us, the company has achieved remarkable improvements:
- Lead volume soared by 228%, allowing them to meet and exceed their monthly capacity goals.
- Cost-per-lead dropped by 69%, making their campaigns significantly more cost-effective.
- Lead quality improved by 31%, meaning they now spend less time filtering out unsuitable leads and more time closing high-value opportunities.
Here’s how we made it happen.
OUR APPROACH
Streamlining Campaign Structure
We began by conducting a full audit of their Google Ads account and rebuilding the campaign framework. By implementing Google’s latest best practices, we created a structure designed for efficiency and scalability. Key changes included:
- Segmenting campaigns for precise audience targeting.
- Using advanced bidding strategies to lower CPL while maintaining lead quality.
Enhanced Targeting with Negative Keywords
To minimize wasted spend and improve the relevance of leads, we implemented a thorough negative keyword strategy. This helped eliminate irrelevant clicks, reducing costs and driving up lead quality.
Continuous Feedback and Optimisation
Collaboration with the client was a critical factor in driving success. We developed an ongoing process to analyze lead outcomes, feeding data back into Google Ads to refine targeting. This iterative approach ensured we continually improved lead quality, resulting in a 31% uplift.
LOOKING AHEAD
With a highly optimised Google Ads account delivering exceptional results, the client is now scaling their ad spend confidently to capitalise on their growing lead pipeline.
As a next step, we’re helping them diversify their strategy by building a lead funnel on Meta platforms. By extending their reach while maintaining rigorous attention to quality, the client is poised for sustained growth and success.