Case Study: Search Engine Marketing
Lead generation growth and reduced cost per lead for a food manufacturer
Client: Savory Foods
A regional producer of gourmet food products used for organizational fundraising
Situation
The client had invested heavily in Google advertising for 4 years prior to working with us. While they found Google advertising to be fairly effective, they also found it to be very costly — with a cost per lead of $119. They hired Ally Marketing to improve the effectiveness (lead volume) and cost efficiency (cost per lead) of their search advertising efforts.
We focused on the company’s strongest product offering: cookie dough. We then evaluated their strongest competitors — their products, related webpages, and website user experiences. Given this information, we overhauled the client’s cookie dough webpage, lead capture form, and Google advertising.
Results
- Increased the conversion rate from 1.71% to nearly 12% (+700%)
- Decreased the cost per lead from $119 to $34 (-70%)
- Generated $91,000 in gross revenue and a return on ad spend of $4.33:$1
This graph shows the increasing conversion rate from Google advertising over 13 months.
This graph shows the client’s decreasing cost per lead (increasing cost efficiency) of Google advertising over 13 months.
A screenshot showing Savory Foods Google ad when their keywords are used.
