Case studies

Acquisition programs, measured.

Names are withheld. The offer, the channel, and the results are not. These are the metrics used to judge the buy: cost, conversion, qualified volume, and return.

Home services · 90 days

Roof replacement leads

Paid search

Challenge

A roofing operation was paying for searches outside the counties it could crew. Every form was counted as a lead, including people who wanted a repair the company did not sell.

Approach

Service-area negatives, separate campaigns for repair and full replacement, landing pages matched to the query, and a qualified-lead rule agreed with the office before any bid strategy changed.

Results

Cost per qualified lead
$74
Conversion rate
9.6%
Qualified leads
186
Return on ad spend
5.2x

Insurance · One quarter

Auto insurance quote requests

Lead generation

Challenge

An auto insurance advertiser was buying inexpensive form fills. A large share never became a quote, and some came from states where the product could not be sold.

Approach

State-level campaigns, a shorter form that still captured the disqualifiers, and a weekly pass with the quoting team on which inquiries could actually be worked.

Results

Cost per qualified lead
$38
Conversion rate
14.8%
Qualified leads
712
Customer acquisition cost
$246

E-commerce · 60 days

Specialty outdoor gear prospecting

Paid social

Challenge

A specialty retailer needed orders from people who were not already searching the brand. Retargeting was efficient enough to hide a prospecting program that did not pay for itself.

Approach

Prospecting and retargeting were split, creative was tested against two product lines, and return on ad spend was read after discounts rather than on platform-reported revenue alone.

Results

Customer acquisition cost
$31
Return on ad spend
3.4x
Conversion rate
2.2%
New customers
940

Discuss Your Campaign

Bring the offer, the accounts you already run, and the cost a customer can support. That is enough to tell whether a similar program is realistic.

Discuss Your Campaign