Not only did I generate more than 30,000 leads, but I also reduced the cost per lead by $50 for my client.
I’ll break it down into problems I encountered and the solutions that fixed them:
Problem 1: Budget pacing issue
Problem 2: Cost per lead
Problem 3: Reporting
Over an eight-month period, from January through August, I created over 36,000 leads while reducing the cost per lead by $54. I also brought in over 300,000 clicks and spent $664,000.
This was the result of an abundance of testing in lead generation for this account.
If we remove the clicks from the cost when I began around February, the leads were quite a bit lower. Then, as I managed the account and began my strategy, there was a noticeable increase in leads while reducing costs.
Problem 1: Budget Pacing
The first problem I had to manage was the high cost per lead. Conversions weren’t happening for the client and the spend was about $400,000. We couldn’t scale; we couldn’t get enough clicks because the cost per lead was much too high.
Also, a significant amount of money was being spent and the client had a foot in several different markets in the United States with each market having its own budget. This led to constant under or overspending. It was hard to track whether the client was on target.
So, I needed to figure out the client’s budget pacing issue. Why was the client under or over-pacing every month?
Solution: Budget Spreadsheet
The spreadsheet I created included every market as seen in Column D along with individual budgets in Column E.
Then using Formula I was able to paste in the budget so I could see how much of the month was complete and how much of the budget was spent.
Column H tells me what percentage was over or underspending, while Column I shows the daily target, so I could update the Google Ads campaign accordingly.
And then it highlighted the various tests – whether they were on dynamic search ads, Facebook ads or LinkedIn, as well as others.
Using the solution of budget pacing, and Performance Max to test and produce a weekly report allowed us to be more confident in what was working for this client. It also allowed us to scale while helping my me and my client attain tremendous results.
If you need a hand in generating more leads for your business, book a free one-on-one consultation.
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