The challenge
The cost to win one business lead had climbed from US$166 to US$281. Results were falling. The brand is named only under an NDA (non-disclosure agreement).
What we did
Our audit found errors in the tracking tags. They hid what was really working. We worked with the brand's IT team to fix the tags and relaunch tracking. We then added new audience groups and bid for the people most likely to convert. In a second program we rebuilt the search campaigns. In a third we rebuilt the social campaigns.
The result
Cost per lead fell from US$281 to US$76, below the US$120 recovery target. In search, qualified entries grew 82%. In social, cost per landing-page view fell 75% and cost per add-to-cart fell 58%. The brand then raised its budget by 40%.
