148% PPC Uplift For Canadian Surety Firm
Utilized PPC Strategies to Achieve a 148% Surge in Quote Requests for Apex Surety Bonds
- Client Apex Surety & Insurance
- Category Google Ads - Pay Per Click
Challenge: The Apex Surety, a provider of Commercial Surety Bonds, was struggling to expand its clientele among businesses seeking surety guarantees for high cost projects. Their existing PPC campaigns were underperforming, resulting in a high cost per lead.
Strategy
We executed a data-driven PPC strategy to maximize lead generation within a defined budget. Our approach involved Google Ads and targeted display campaigns. To pinpoint the most promising leads, we employed advanced audience segmentation:
- Keyword Optimization: We optimized keyword targeting to focus on long-tail keywords relevant to the financial advisory services offered by the client.
- Custom Audiences: We used Google Tag Manager to create custom retargeting audiences based on user actions such as prolonged dwell time on financial advisory articles, form interactions, and specific page visits.
- LinkedIn Engagement: We utilized LinkedIn Ads to target decision-makers in across industries of Interest. Custom audiences were created based on job titles, industry, and seniority.
- A/B Testing: We continually conducted A/B tests to refine ad copy and landing page design, ensuring maximum conversion rates.
Results
The results were remarkable. The CPC decreased to $1.74 per click, and the conversion rate for surety applications surged by 37%. This not only reduced the cost per conversion to $4.60 but also increased the quality of leads received by the Surety Firm