The Challenge
The client needed to drastically reduce their Cost of Acquisition from an unprofitable 210% to below 100% by optimizing the entire funnel.
The primary issue was a lack of deep data analysis to inform campaign strategy and a disconnect between marketing efforts and sales execution.
Our Solution
Our strategy was twofold: first, restructure search campaigns based on a 2x2 grid of keyword performance (CTR vs. Conversion Rate). Second, create a data feedback loop with the call center to enhance both sales pitches and marketing campaign targeting.
Platforms Optimized: Google Search Ads, Google Display Ads, Facebook Ads, Call Center Integration.
Keyword Performance Grid
Segmented keywords into four performance-based groups, each receiving a unique strategy for ad copy and landing pages.
Dynamic Optimization
Used Dynamic Search Ads and Dynamic Landing Pages for low-performing keyword segments to automate testing and improve relevance.
Call Center Feedback Loop
Passed keyword and audience data to sales agents and used their feedback on lead quality to refine push marketing campaigns.
Results & Impact
55% reduction in Cost of Acquisition - achieved in 9 Months
We successfully met and exceeded the client's CPA target, fundamentally shifting their customer acquisition from a loss center to a profitable growth engine.
Their innovative keyword analysis and integration with our call center were game-changers, leading to a 55% reduction in our COA and making our campaigns truly profitable.
