When Simply Hosting commissioned Maple Forest Marketing to manage their Google PPC advertising, the account had previously been managed in-house by a member of their marketing team who was now leaving the company. They had worked with a monthly budget of £4,000, however they hadn’t got to grips with the correct strategies required to create a successful, well optimised account.
There were two inital concerns that Simply Hosting wanted us to address from the outset;
- The cost per lead was regularly in excess of £600 (CPA)
- The lead numbers were far to low (between 6 to 10 per month)
Note: The conversion rate from lead to opportunity was around 30%, so the amount of new business being generated was negligible.
We understood that the current situation was unsustainable and our brief was clear, improve the account performance and generate leads at a lower CPA within the budget allocated.
Based on our experience and best practices, we also knew that we had to review Simply Hosting’s main competitors to see what incentives they were offering for related services to their clientele and whether we could better showcase Simply Hosting’s unique selling points and increase engagement in the brand.