How Improving Keyword Relevancy, Targeting, and Conversion Tracking Increased Qualified Leads for This Montesorri School
This client is a premier private childcare and daycare provider located in Northern Virginia. With a strong commitment to nurturing and educating young minds, they offer a range of exceptional programs designed to promote early childhood development and growth.
Their comprehensive curriculum includes Preschool programs, Pre-K programs, Junior Kindergarten programs, Afterschool programs, Toddler programs, Infant Child Care programs, and Summer Camp programs.
In this case study, we’ll talk about how we managed to increase their lead quality, reduce their cost per conversion (CPC), and hit their lead goals month over month.
Case Study Metrics:
Date Range: July 1, 2022 – August 31, 2022
Ad Spend: $40,111.24
Increase in Conversions: +19.35%
Average Cost per Lead (CPL): $271.02
Conv. Rate: +8.89%
Phone Calls: +43.75%
Return on Ad Spend (ROAS): 16,503%
Case Study Metrics:
- Date Range: July 1, 2022 – August 31, 2021
- Phone Calls: +43.75%
- Total ad spend: $40,111.24
- Avg. cost per lead: $271.02
- Increase in Conversions: +19.35%
- Conversion Rate: +8.89%
- Return on Ad Spend (ROAS): 16,503%
Case Study Metrics:
Date Range: December 2021 – Present
Ad Spend: $8,000
Increase in Total Sales: 46%
Increase in Conversion Rate: 5%
Decrease in CPC: $5
Geographic Location Of The Company: USA
The Challenge
The client faced several challenges in their efforts to generate leads for their schools, such as:
- Ineffective targeting: The client’s existing campaigns were not effectively targeting the right programs, resulting in low-quality leads and wasted ad spend.
- Flawed conversion tracking: The primary cause of this problem was the flawed conversion tracking system the client had in place. They were tracking irrelevant actions, such as map directions, which were not contributing to generating relevant leads for their schools.
- Irrelevant keywords: Their search campaigns had some irrelevant keywords that did not align with their target audience. This led to low click-through rates, low-quality leads, and a low return on investment.
- Lack of conversion actions: Additionally, there were no conversion actions set up to measure the success of their campaigns accurately. This made it more difficult to optimize their campaigns and achieve their lead generation goals.
The Solution
Our team proposed and implemented tailored solutions to address the challenges faced by the client.
We created a targeted inbound campaign using relevant keywords to reach the right audience and generate high-quality leads. Additionally, we fixed their conversion tracking system by eliminating irrelevant conversion actions and setting up more accurate tracking mechanisms, which provided the client with meaningful insights into their campaign performance.
To further refine their targeting, we added the correct target location to their campaigns. We also tracked their calls using CallTrackingMetrics (CTM) to assess the quality of the leads generated and ensure that they had a higher likelihood of converting.
These solutions helped the client achieve their goal of generating more and better leads for their schools. The results were outstanding, with a significant increase in lead quality and overall improvement in their campaign performance.
The Results
Our solutions were able to help the client achieve their monthly lead generation goals right away. We consistently generated 30-40 leads per month through our targeted campaigns and improved tracking system. The quality of the leads also improved, with a higher percentage being more likely to convert.
The client was able to hit their lead generation goals every month, and as they gained confidence in our services, they increased their spending on campaigns from $1500 to $8000 in a year. Despite the increase in budgets and goals, we continued to deliver good results, helping the client generate high-quality leads.
The client was happy with the number of leads generated and how our targeted campaigns helped decrease the cost per conversion, leading to an even better return on investment (ROI). They were thrilled with the results, and we continue to work closely with them to achieve their business objectives.
