FMS Investor Financing
Maximizing Lead Volume Through Paid Search Optimizations
FMS Investor Financing, a new brand in the business and commercial lending space, sought solutions to radically improve their paid search efforts that weren't producing high-quality leads.
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Challenge
As a new business in this market, FMS Investor Financing needed to generate bottom of funnel leads who were seeking the correct offers. Previous advertising efforts were generating a high volume of unqualified leads thus lowering their conversion rate.
Strategy
With new goals and clearly defined KPIs FMS Investor was ready to capture bottom of funnel leads who are ready to convert. Instead of leading directly to the website, we recommended a dedicated landing page designed to convert. Then through making data driven decisions we've continuously increased not only the volume of leads but also the lead quality while cutting the cost per lead by more than 50%.
Solution
O.H. Partners launched the client's paid search efforts which utilized the campaign-specific landing page in six unique target markets. Throughout the campaign we've worked with the client to choose monthly optimizations based on campaign data to drive our costs down and volume of leads up.
Approach
After O.H. set baseline metrics we evolved the campaign with weekly tweaks to bring the cost per lead under $100, remove underperforming markets and added new markets, and adjusted day and time targeting to reach users who were ready to convert.
92
% increase in lead volumeResults
The goals of increasing quality leads and lowering costs were exceeded, with a 92% increase in lead volume within the first month and the cost per conversion decreasing by more than 30%. Additionally, by bringing leads to the landing page instead of the brand’s website, the conversion rate increased by 175%.