Manufacturer & Distributor
Web Leads through Paid Traffic
Background
A 30-year-old material handling manufacturer and distributor was looking to develop a stronger web presence, focused primarily on driving more leads through paid traffic.
Problem
The company was looking to bolster its supply of quality leads and capture more significant market share by expanding its marketing program to include paid digital ads. Prior to this point, the company had not run pay-per-click advertising and wanted to ensure there was a positive return on investment in the effort.
Our Work
Site-Seeker created both audience-specific display campaigns and keyword-driven search campaigns. Focusing on driving brand awareness through display campaigns, we expected to fill and develop top of funnel leads. Additionally, keyword-specific search campaigns were used to turn active, interested prospects into qualified leads.
Results
Over three and a half years, we steadily increased the number of paid leads, simultaneously decreasing the average cost per lead. Comparing year over year data (from 2018 to 2019), the paid program resulted in a decline in cost per conversion from $552 per lead to a modest $38 per lead. In that same time period, the number of leads grew from 13 to an overwhelming 401.
