When you enter into a collaboration, you want to see results. It's as simple as that. The same goes for Vloerverwarming Cuijk. In the underfloor heating market, online competition is cut-throat in the winter months. When it is cold, the demand for underfloor heating increases significantly. And therefore also the competition within Google Ads.
The question? Get the number of leads, especially during these winter months, back on track. Indeed, Vloerverwarming Cuijk saw its enquiries drop drastically during their most important period of the year.
Alona Marketing's team set up a new advertising strategy and achieved great results. The number of leads grew by 200%. In terms of conversions, we even saw an increase of 84% compared to the previous period.
The Cost Per Click (CPC) increased significantly by 22% during this period. However, the Cost Per Lead (CPL) fell by 48% from 31 to 21. So although a budget increase was needed, it yielded much more at the bottom line. The higher the conversion, the lower the Cost Per Lead (CPL). Which is therefore clearly the case for Vloerverwarming Cuijk.
Alona Marketing's team set up a new advertising strategy and achieved great results. The number of leads grew by 200%. In terms of conversions, we even saw an increase of 84% compared to the previous period.
The Cost Per Click (CPC) increased significantly by 22% during this period. However, the Cost Per Lead (CPL) fell by 48% from 31 to 21. So although a budget increase was needed, it yielded much more at the bottom line. The higher the conversion, the lower the Cost Per Lead (CPL). Which is therefore clearly the case for Vloerverwarming Cuijk.
Although the months from September to February are cold in terms of temperature, it is by default very hot for Vloerverwarming Cuijk when it comes to competition. As competition increases, we see that the CPC triples during this period. Simply explained: with the same ad budget, you achieve three times fewer clicks. Wrong because this also attracts three times fewer visitors to your website.
An additional disadvantage is the impact on the campaign structure. Namely, fewer clicks are distributed across all keywords. As a result, some keywords only grab a few clicks a day. And that leads to a serious drop in the number of leads.
Vloerverwarming Cuijk was on the eve of a crucial period and it was important not to compromise on leads. Hence, our specialists recommended a change in strategy.
A budget increase gave room to expand ad groups. Among others, with a Dynamic Search Ads (DSA) Campaign. An automated way of advertising where Google matches users and search queries to each other, based on the content on your website. We know from experience that, besides providing valuable insights, this also produces an increase in conversions.
The switch from an Enhanced CPC (ECPC) to a Target Cost Per Acquistion (TCPA) strategy. In other words, the switch from a manual bidding strategy to an automated one. Primarily to increase the number of conversions and secondarily to reduce the cost per lead. In practice, the combination of a DSA campaign and TCPA strategy often results in a sharp increase in conversions.
Thanks to this deliberate change in strategy, Vloerverwarming Cuijk managed to retain sufficient requests on products and services.
Seeing and seizing opportunities is only possible when there is trust and decisions are made with conviction. The budget increase was necessary to give Alona Marketing's SEA specialist the space to implement optimisations effectively. Based on our advice, Vloerverwarming Cuijk dared to 'sow' and was then also able to 'reap' great results.
Given the figures, Vloerverwarming Cuijk is also naturally overjoyed with these results. And that, of course, is what we do it for!
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