OVERVIEW

The team at fast commercial loans wanted a new channel to generate leads. They didn’t have any web presence and were going into a very competitive finance vertical. We new AdWords was going to be competitive, so we needed to be able to deliver a high conversion rate through the website.

STRATEGY

We designed a simple website with very clear call-to-actions to lead to converions – Large phone number that was static in the header, A large contact form on the right side of the page, and emphasised that the service was free. We decided that SEO was going to be too difficult to rank for because all the banks were ranking on the 1st page. We, instead, used this budget for AdWords spend. In order to deliver strong results, we needed to ensure that we have call tracking set up on the site and that all contact form leads were tracked too. Having this data allowed us to optimise the campaign to the best performing ads and keywords, and it allowed us to report on a CPA amount which allowed the client to know what would be a profitable lead.

RESULTS

As the campaign gained traction, we were able to drop the CPA by 72% from the launch month. In order to keep the CPA low, we required a very strong conversion rate. By making changes to the landing page as the months went on, we were able to increase the conversion rate by 601%.