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
![increasing conversion rate from search engine marketing](https://ally-marketing.com/wp-content/uploads/2019/06/conversion-rate-by-month.jpg)
This graph shows the increasing conversion rate from Google advertising over 13 months.
![decreasing cost per lead from search engine marketing](https://ally-marketing.com/wp-content/uploads/2019/06/cost-per-lead.jpg)
This graph shows the client’s decreasing cost per lead (increasing cost efficiency) of Google advertising over 13 months.
![screenshot showing Google Ad results for Savory Foods](https://ally-marketing.com/wp-content/uploads/2019/06/savory-foods-google-ad.png)
A screenshot showing Savory Foods Google ad when their keywords are used.