44% Decrease in Cost Per Lead for Surveyors
How I increased conversion rates while lowering the cost per lead for MB Survey Solutions.
“Since working with Kevin, his advice and expertise have been invaluable to us and I've thoroughly enjoyed working alongside him.
Our industry and market is a very difficult one to crack with many hurdles to jump over in order to see consistent results but he has always gone above and beyond to ensure we see the results we need each month.
He's reliable, thorough and hard working and I can't possibly recommend him enough.
We're very grateful for Kevin's continued hard work and look forward to working with him long into the future.”
Challenge
They wanted to generate more high-quality leads from Google and ensure the campaigns were being properly optimised on an ongoing basis rather than left to run stale.
A key part of this was driving the right type of traffic, with a clear focus on measured building surveys rather than more general survey queries.
Because the industry is so competitive with limited monthly search volume, it was essential to minimise wasted spend and make every click work as hard as possible.
Solution
To boost performance and improve conversion rates, I split the campaigns by location and tested different approaches to see what worked best.
After some early data came in, I refined the match types to cut down on irrelevant clicks.
I also spent a lot of time proactively adding negatives. This was crucial, because Google Ads often mixes up measured building surveys with general property surveys, which they don’t want to target.
Results
My targeted Google Ads strategy and personalised landing pages resulted in a significant increase in conversion rate by 93%.
This improvement was achieved through effective use of keywords, campaign structure, compelling ad copy and high-converting landing pages.
Additionally, the cost per lead decreased by 44%, demonstrating the effectiveness of the campaigns.
These impressive results show the power of a well-executed Google Ads campaign combined with bespoke landing pages and illustrate the importance of continuous optimisation for maximum performance.
