How we generated 14,674 leads at a cost of 3.51 RON per lead in 11 months
CHALLENGE
The biggest challenge in creating the marketing strategy was creating relevant audiences. The objective of the campaigns was to generate leads, users asking for information about a specific model of photovoltaic panels. From the beginning we wanted to know if those who filled in the form were users who could be converted into customers.
APPROACH
The strategy was based on creating Lead Generation campaigns with several types of audiences and ads to get good results.
The campaigns ran throughout Romania and we then divided the leads by county. We took care to explore new targeting directions to avoid displaying ads to people already in the funnel.
Daily monitoring of campaigns and a close relationship with our partner helped us to understand if the leads generated were relevant. Weekly reporting has given us insights into campaign performance and this is the reason behind successful campaigns.
RESULTS
The budget has been constant every month. Over an 11-month period, we generated an average of 1,334 leads per month. The cost per lead (completed form) was 3.51 RON.
Results
INTERACTION RATE
2.51%
LEADS
11,810
COST / LEAD
3.92 RON
Main marketing goals
> Generating quality leads
The PPC strategy was based on
> Geolocation targeting
> Testing the market
> Promoting the offers
> Testing different visuals
Other targets used
> Brand awareness, interactions, traffic
Lead Generation
