Client: AirCare1
Industry: Medical Air Transportation
Industry: Medical Air Transportation
Introduction
In response to declining conversion rates and lead quality, we developed a comprehensive strategy to address these issues, focusing on landing page testing, targeting refinement, and expanding to Microsoft Ads to drive cost-effective leads and increase overall deal value.
How We Achieved Success
01
Challenge
In late 2020 and early 2021, the cost per lead rose and the conversion rate dropped, resulting in fewer qualified leads and lower deal value for the company. There were also lead quality and booking issues from their ads. We quickly recognized the need for change and started developing a strategy.
02
Approach
We thoroughly examined every possible factor to boost conversion rates and attract better leads by investigating all potential causes, including tracking and seasonal effects. This allowed us to have have a strong starting point as we implemented our solution.
03
Solution
This thorough review process has led us to identify three key opportunities for addressing our conversion rate and lead quality issues.
- Landing pages are key to increasing conversion rates
- Focus on making the experience seamless from search to form fill
- Continuous a/b testing is done to identify what drives the most qualified leads
- Tests are developed after understanding the company, services, and target audience
- Analyzing data to identify top performing keywords, devices, ad schedules, geolocations, and demographics
- Performing data-driven optimizations to drive cost-effective leads
- Making impactful adjustments to ads based on data insights
- Continually refining targeting strategies to maximize lead generation and minimize costs
- Leveraged Microsoft Ads to expand reach and capture more leads
- Established success on Google Ads before moving to Microsoft Ads
- Quickly generated quality and cost-effective leads on Microsoft Ads
- Leads from Microsoft Ads proved to be even more cost-effective than Google Ads
- Additional leads from Microsoft Ads helped drive other flights and revenue
This created the following results:
