How we generated 3873 leads at a cost of 4 RON per lead in one year
The biggest challenge in creating the marketing strategy was implementing relevant audiences. The objective of the campaigns was to generate leads, users asking for information about a specific car model or test drive registration. 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 a funnel created on different objectives and testing different audiences to determine if the budget investment in campaigns is effective and if it can be optimized. We invested 30% of the budget in visibility campaigns and 70% in lead generation campaigns. Considering that the whole promotion campaign was set on a limited location (Pitesti + surroundings), 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 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.
The budget was constant every month and the frequency of ads was 5 (a person saw the ads on average 5 times).
Of all the campaigns, most leads were generated by men aged 45-54. We generated an average of 322 leads per month. The cost per lead (completed form) was 4 RON.
COST PER LEAD
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