Stone Group: Increased efficiency, targeting and optimisation for a 264% Increase in leads
The Challenge: Poor Google Ads set-up was inflating costs
Stone Groups' marketing was spread thin across several channels and multiple products and services. As part of the remit given to 43, we reviewed it all recommending where to spend time and focus to help them achieve their business objectives.
A key part of this was how they used PPC across their various brands. Their B2B arm was the core business but ultimately inefficient when it came to digital acquisition.
They had run paid activity sporadically in the past relying mainly on their brand name for traffic the set-up ad return was far from ideal. They relied heavily on traditional sales channels for customer acquisition masking the poor performance across PPC.
In line with its expansion strategy, Stone Group needed to maximise the opportunity with PPC and in particular support the customer acquisition channels.
Previous attempts to do this had failed to hit relevant cost-per-lead targets and were underwhelmed in terms of volume and quantity. The challenge was to be able to scale the PPC account within pre-defined cost-per-lead targets.
Using 1st party data to identify high-quality leads
Sales data showed that upselling and cross-selling were not an issue once Stone Group had the customer on the phone. This meant the priority was getting qualified leads in the door for their top-selling and most relevant products.
We, therefore, reduces the number of products and services they were targeting. Funnelling more spend into the ones we knew they converted at a higher rate and letting the sales team drive additional revenue off the back of it.
Being more aggressive in these areas meant we had more data to work with, allowing for learning and optimisations to be identified sooner and improvements recognised quickly.
We then combined our lead data with Stone Groups 1st party data. Feeding this back into the account to see where the higher quality leads were coming from and optimising accordingly.
This led to optimisation around demographic, location and time of day that resulted in an increase in higher-quality leads.
The Results
60% reduction in CPL
263% increase in leads
83% increase in spend
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
