How we 5X'd lead Quality for NHFC in New York
Using Google, Bing & Social Media Paid ads, we were able to increase the number of leads, but most importantly, dramatically increase the quality of leads that then turn into paying clients.
Services
Paid Ads & Conversion funnel
Platforms
Google & Bing Ads, Facebook & Instagram Ads
Result 1
Result 2
Project Overview
If you are asking yourself any of the below questions, then this case study is for you:
- Are you looking to acquire high quality leads for your business?
- Are you looking to build a digital experience that converts more clients?
- Did you know you can build an exact list of your target market, including name and email?
- Confused weather Google or social media ads is the best strategy?
- What can you do to guarantee the quality of the leads is high quality? Even if you are targeting a very small niche audience?
Using a marketing mix to cover the entire spectrum of the customer journey we were able to increase client booking by 30% - hence revenue and profits.
Conflict
We analyzed the Google Ads campaign by segmenting targeted keywords into what we deem Branded, Top Funnel and Middle Funnel keywords and only using Appointments as a conversion factor. This analysis leads us to believe that there are structural inefficiencies as the Cost Per Acquisition for middle funnel keywords is greater than that of top of funnel.
- When you are a professional or service based business, the customer conversion path is normally a longer one with a higher price tag.
- In order to generate a winning marketing mix between all channels, we focused on segmenting our audience targeting as well as our messaging between those channels.
Which audience do you target with Google Ads?
Which audience do you target with Social Media Ads?
Results
We analyzed the Google Ads campaign by segmenting targeted keywords into what we deem Branded, Top Funnel and Middle Funnel keywords and only using Appointments as a conversion factor. This analysis leads us to believe that there are structural inefficiencies as the Cost Per Acquisition for middle funnel keywords is greater than that of top of funnel.
In order to target the warm, or bottom of the funnel audiences, we used Google and Bing search ads.
- Branded and Keyword targeting with manual bid adjustments
- Remarketing via audience layering
- Bid on all organic search results of the most relevant competition to outrank them from day 1.
The social media channel (Facebook/ Instagram) serves as a top of funnel strategy initially but, in time, will take a medium and bottom of funnel approach as well. This was accomplished with webinars and newly created video content.
Remarketing to these interest groups who have engaged with our top of funnel strategies will be essential.
Tagging the traffic coming from our social media channels will allow us to create custom audiences within Google properties.
Feedback Loop: "With these custom audiences built we created a feedback loop where audiences coming from our Social Media outreach activities were then categorized and remarketed to on Google properties - allowing us to stay top of mind during the clients’ research phase." Jason Heiber
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Matthew Rosenfeld
Stephen Murphy
Elizabeth Grojean
“Amazing experience with Jason and his team. They are absolutely experts in terms of paid social advertising and paid search. They helped us build out amazing landing pages and drove phenomenal results for our brands. Couldn't recommend them more highly. If you want to drive results - go with Jason and the Digital Marketing NYC team.”
Matthew Rosenfeld
“Personalized service from experts in the field and spot on performance under pressure. They have been helpful in identifying how to convert business in the digital landscape for financial services.”
Stephen Murphy
“Our company has worked with Jason for several months - we've seen amazing results in ads with up to 78x ROAS (even, 100x ROAS, which seems hard to believe but is true). He's knowledgeable about all facets of digital marketing and how they complement each other, e.g TOF, MOF and BOF, including SEO and email, and stays up to date on best practices. Unlike other agencies this team has been truly collaborative and interested in understanding our business on a deep level. Ten stars.”
Elizabeth Grojean
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