The Challenge
The Marquis Centers, a Texas-based dental implant Center, was in need of more advanced strategy & management for PPC in order to continue competing against national dental chains and strong local competition.
Although The Marquis Centers was attracting some business from digital advertising, their opportunities for growth came with finding a way to lower cost per lead and increase conversion rates.
Despite having a stellar internal marketing team, The Marquis Centers knew that it needed a specialist to manage & further drive improved results from online channels.
The Solution
Growth Galaxy implemented a process of ongoing testing and optimization across The Marquis Centers’ paid marketing channels.
Rather than solely focus on ads, Growth Galaxy’s methodology improves conversion rates (via the optimization of landing pages) while also making ad spend more efficient. This results in both a higher conversion rate and lower cost per lead:
Google & Bing Ads
Growth Galaxy completely restructured the Google and Bing Ads accounts.
Ad platforms are changing constantly so it’s crucial to stay on top of the latest changes and to adapt best practices to each client’s unique situation.
Google and Bing used to be enigmatic and deliver subpar and unpredictable results. We’ve decoded Google and Bing for The Marquis Centers. As a result, both platforms now deliver better and more consistent results.
Conversion Rate Optimization
The Marquis Centers’ ads had been sending traffic to a landing page that generated some leads, but fewer than required to meet the company’s growth goals.
Due to the lack of a testing framework, there hadn’t been a clear way for The Marquis Centers to improve the conversion rate of the page.
Growth Galaxy implemented heatmap and session recording software to analyze how people interact with the page. Based on this data, we formulated a series of hypotheses for possible changes that we could make to improve the page’s conversion rate.
For each test, we created a new page with the hypothesized improvements and tested it against the original using A/B testing software.
Upon reaching statistical significance with a given page, we implemented it as the winner and tested new variations against it to keep increasing conversion rates.
Results
Cost per lead is down by 44% since The Marquis Centers engaged GrowthGalaxy.
The Marquis Centers has almost doubled their call rep staff to handle
the new influx of leads and calls.
With Growth Galaxy’s experts guiding PPC strategy, The Marquis Centers predict their cost per acquisition will continue decreasing as more experiments are conducted.
What We Did Differently
Most agencies focus exclusively on ad platforms when they want to increase lead volume. This approach risks increasing leads while the client’s cost per lead remains high or even increases.
In contrast, Growth Galaxy’s work in conversion rate optimization made lead capture more efficient for The Marquis Centers. This amplified the efficiencies that we created for the client’s Google and Bing advertising.
The result goes way beyond the incremental improvement sometimes seen with ad optimization. Rather, The Marquis Centers has experienced significant growth and positive impact on its business.