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
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.
- 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