EnviroVent is a leading manufacturer and supplier of ventilation systems, who we helped with an impressive 185% increase in lead volume. The business manufactures award-winning ventilation products, which are sold and installed through a nationwide network of franchisees.
Analysis
What they wanted
Our client had a number of goals going into H1 2023, which were:
- Achieve a <£20CPA
- Drive leads
- Combat ‘low season’
We’d already successfully driven a <£20CPA every month in 2022 bar October. However, we wanted to take it one step further for our client, so set ourselves a target of <£15CPA to work towards, ensuring that we could drive the best possible ROI.
Due to our client being lead-generation focussed, and using both website forms and call tracking to measure conversions attributed to PPC , they are constantly looking to improve the amount of leads driven by paid activity.
EnviroVent’s ‘low season’ – according to historical data in the account – begins during the transition between winter and spring, when performance begins to drop and our client looks at reducing spend due to lower interest as part of seasonal changes. Going into 2023, they wanted to drive higher performance during this period, focusing on KPIs such as CPA, CVR, and impression share.
Action
What We Did
Our client has both a ‘nationwide’ and ‘franchisee’ budget which are split into different campaigns. The franchisees cover a number of areas and the campaigns target the specific areas only, whilst nationwide campaigns target the areas that franchisees don’t – ensuring that no customer is missed out, or targeted twice. Brand campaigns and terms are the highest converting keywords in nationwide campaigns, so we duplicated these for franchisees using ‘phrase match’ and ‘exact match.’ We also added DSAs into each franchisee campaign, which increased impressions and drove traffic to the website.
In addition to the new DSA campaigns for franchisees, we also ran video campaigns and smart display prospecting to drive brand awareness. YOY, video campaign impressions increased by 197%, and Smart Display prospecting targeting new visitors to the website, had a YOY impression increase of 674%.
Despite having less budget put into them this year, remarketing campaigns still drove more website conversions (an increase of 101% YOY), and drove a total 66% more website conversions than calls. Website leads, for our clients, are more valuable than calls as they are completed with higher intent, and require a form fill, whereas calls could be existing customer enquiries.
Success
The Results
We saw phenomenal results when comparing H1 2022 and H1 2023, including reaching and maintaining a <£10CPA average – a total decrease of 38% YOY. In addition to maintaining a strong and consistent CPA, we also drove a huge increase in conversions, which more than doubled YOY (+102%), and massively increased our client’s impression share during their ‘low season’ through further investment into Display and Video campaigns. This led to over 350m impressions in H1 2023, an increase of over 640% YOY.
impressions
increase in conversions
average CPA
