How Do You
drive down Google Ad campaign CPAs for digital lead generation?
Driving digital performance without the faff
Making the gradual shift from reliance on bottom of the funnel tactics is never easy. It takes time, testing and solid strategic direction. That’s why Bunch, a household bill management solution, trusted us to take the reins across their digital strategy to help them drive leads up, whilst keeping costs down.
Following a rebrand project delivered by our creative studio, the HDY digital team had to seamlessly transition ownership of the Bunch paid search account whilst working simultaneously to redefine their overall lead generation strategy.
After conducting an initial audit of the account to identify optimisation opportunities within their existing campaigns, we knew that in future, we wanted to move away from relying on Google Search as a sole performance channel to capture leads from their core audiences.
Our approach was simple:
- Optimise and expand current Search campaigns to uplift performance whilst reducing CPL.
- Introduce new strategic messaging and creative for upper-to-middle funnel channels to expand Bunch’s digital mix, drive brand awareness and shift focus away from users who already knew the brand to new acquisition audiences.
- Work with Bunch to improve conversion attribution, including the creation of custom metrics to boost reporting capabilities.
Rolling into Phase One
Across a four month period, we gradually switched off campaigns that were double-bidding on organic terminology whilst refining high-conversion activity to keep all CPL’s below the client target of £10.00.
We also introduced paid social activity into the mix. After initial testing, our data revealed that users who were moving house were more likely to convert and maintain a high CLV. In response to this, we rolled out hyper-targeted awareness and remarketing activity across Meta properties that were enhanced with custom data segments and audience layering in order to effectively reach this audience.
By reaching prospects earlier in the user journey, building brand awareness and driving extra efficiency in Google Ads, we created a ‘perfect storm’ for cost-effective CPA’s.
The final result? A strong declining trend line for acquisition costs month-on-month.
