67.87% Drop in Cost Per Lead For Winnipeg’s 70 yr Old Signage Company
Leveraging customer lifetime value data combined with Customer Match lists and display retargeting.
Within 30 days, grew lead volume by 511.11%, reducing cost per lead from $77 to $24, while scaling monthly conversions from 9 to 55
- Client National Neon
- Service Google Ads - Pay Per Click
Lead volume increased by 511% in just one month, from 9 leads in July to 55 by September, just 30 days later
Situation
National Neon Signs, a 70-year-old commercial sign solutions provider in Canada, faced challenges in maintaining a strong local SEO presence and organic visibility following Google algorithm updates.
The site experienced a sharp decline in local SEO rankings and general organic visibility after Google’s algorithm changes, which impacted customer acquisition and limited inbound lead flow from organic search traffic.
Task
To reverse the decline in visibility and improve lead generation, our goal was to create a high-performing paid advertising strategy to target potential clients, while considering the lifetime value (LTV) of a typical customer and optimizing cost efficiency in acquiring leads.
Action
- Customer Value Audit and PPC Campaign Restructuring
We started by conducting an in-depth audit to determine the lifetime value of a typical customer for National Neon Signs’ services. The LTV data provided a clear foundation to justify and optimize our ad spend, making sure every dollar spent would yield profitable returns. - Targeted Keyword-Driven Search Campaigns
We launched highly targeted search campaigns using exact match keywords relevant to neon sign solutions in Canada. This allowed us to focus the budget on keywords that would drive highly qualified traffic and leads. - Customer Match Lists and Retargeting Expansion
To further amplify campaign reach, we leveraged existing customer lists to create tailored Customer Match lists. We combined this with display retargeting expansion, reaching both new prospects and re-engaging past visitors.
Results
- Initial Results
In July 2022, we generated 9 leads at a cost per lead of $77. While these initial results confirmed campaign feasibility, we focused on further optimization and scaling.
(2) Steady Improvement and Growth
By September 2022, lead volume had grown significantly to 55 conversions per month, demonstrating our ability to reach more qualified prospects within a short period.
- Lead Volume Increase: A 511% increase in lead volume
- Cost Efficiency Gains: Cost per lead dropped by 67%, bringing it down to $24.90 per lead, enhancing budget utilization and overall campaign profitability.