Lead cost from 150 EUR down to 55 EUR

What was not working

Every click landed on the home page, where a visitor had to work out whether the product fits a fleet of twelve vans or of four hundred. Most of them left, and the ones who filled the form were rarely a fit.

What we did

1. 01Split campaigns by fleet size and by vehicle type, and wrote a page for each.
2. 02Put the question about fleet size at the top of the form, so routing happens immediately.
3. 03Sent qualified leads back to the ad platform as the conversion to optimise on.
4. 04Dropped the placements that produced clicks and no enquiries.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.