Roomex PPC Case Study

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INTRODUCTION BACKGROUND APPROACH RESULTS

ROOMEX

Key Results

393 %

CVR

+65

LEAD INCREASE

-34 %

CPL REDUCTION

EXPERTISE

B2B, Saas, PPC

BACKGROUND

Proving the value of PPC and delivering high quality leads quickly.

Roomex is a workforce travel, accommodation & expenses management platform, enabling businesses to save time and money on their workforce travel management.

Whilst the main focus was on lead generation, we needed to ensure the quality was maintained as we scaled.

CHALLENGE

PPC activity was still in it’s infancy within Roomex’s digital marketing mix. We needed to prove it’s worth quickly, both in terms of lead volume but also for delivering high quality leads.

OUR APPROACH

“After re-evaluating how the client qualified incoming leads in Q1, we developed a testing plan that focused on improving lead quality without sacrificing volume.”

TESTING

The testing plan focused-on improving lead quality through the development of; Paid search landing pages, testing new campaign types, lead form extensions, bid strategy testing and keyword reviews.

LEARNING

Ultimately in Q2 we narrowed in on the tests that showed the most promise and early signs of improvement and dialled up investment to ensure we had statistical significance.

The real challenge was controlling the quality of leads generated for the client, as well as scaling volume. We were able to achieve this by working closely with the Roomex team to understand how a quality lead was defined and tailoring our strategy to effectively target and capture these users.