How we generated 9,339 leads at a cost of 3.92 RON per lead in 11 months
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
photovoltaic panel model.
From the beginning we wanted to know if those who filled in the form were users who could be converted into customers.
The strategy was based on creating Search and Perfomance Max campaigns with more keywords and ads to get good results.
The campaigns ran throughout Romania. We took care to explore new targeting directions to avoid displaying ads to people already in the funnel.
Daily monitoring of the campaigns and a close relationship with our partner helped us understand if the leads generated were relevant. Weekly reporting has given us insights into campaign performance and this is the reason behind successful campaigns.
The budget has been constant every month. In an 11-month period, we were posted over 2.6 million times, we generated an average of 9,339 conversions per month. The cost per lead (completed form) was 3.92 RON.
COST / CONVERSION
Main marketing goals
> Generating leads
> Improvement of the conversion rate
The PPC strategy was based on
> Performance Max
> Dynamic Search
> Display Campaigns
> Search Campaigns
Other targets used
> Create a funnel for conversions and target audiences accordingly.