PPC Uplift For Canadian Surety Firm

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:

1. Keyword Optimization: We optimized keyword targeting to focus on long-tail keywords relevant to the financial advisory services offered by the client.
2. 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.
3. 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.
4. 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