The initial campaign launch quickly exposed two major issues:
First, a large quantity of low quality leads.
And by “low quality,” we mean they weren’t leads at all. They were people who thought they were contacting Hubspot, rather than a Hubspot certified partner agency.
While our ad copy explained this, the vast majority of Hubspot users are stressed small business owners who quickly call or click before reading details.
The second issue was a high cost per lead.
At an average of $259 per lead – with many of those being low quality leads – this was too expensive and made the ads unaffordable. The high cost was fueled by high competition of other Hubspot certified partner agencies trying to sell similar services.
Both of these issues come with the industry, but we were determined to find a way around.