44% Decrease in Cost Per Lead for Surveyors
How I increased conversion rates while lowering the cost per lead for MB Survey Solutions.
Overview
MB Survey Solutions, a team of experienced land and measured building surveyors, faced a challenge of generating high-quality leads from Google in a competitive industry.
To tackle this challenge, I developed a targeted Google Ads strategy and bespoke landing pages to increase conversions.
The result was impressive with a 93% increase in conversion rate and a 44% decrease in cost per lead, demonstrating the success of using effective keywords, compelling ad copy and high converting landing pages.
Who
MB Survey Solutions is a team of experienced land surveyors with over 25 years’ combined industry experience.
With roots in one of Essex’s oldest surveying firms, they blend traditional surveying principles with modern technology to deliver exceptional accuracy and reliability.
Quality sits at the heart of everything they do, and their commitment to producing the highest-standard surveys is what sets them apart for clients across the UK.
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.
And 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, crucial, because Google Ads often mixes up measured building surveys with general property surveys, which they don’t want to target.
“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.”
Bespoke Landing Pages
In addition to a well optimised campaign, I also created bespoke landing pages to accompany the ads. This resulted in significantly improved conversion rates.
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.
- 93% Increase in Conversion Rate
- 44% Decrease in Cost Per Lead
Conclusion
In conclusion, my targeted Google Ads strategy and custom landing pages have proven to be a success, resulting in a 93% increase in conversion rate and a 44% decrease in cost per lead.
This shows the impact of effectively using keywords, campaign structure, compelling ad copy and high converting landing pages.
The importance of continuous optimisation was also highlighted by these impressive results.
Finally, the combination of a well-executed Google Ads campaign and bespoke landing pages, demonstrate the potential for success in even competitive industries with low monthly searches.
