When nationwide lockdown hit the country in March 2020, many of our clients (small local businesses) needed to adjust to the ‘new normal’ and create ways of generating business leads online.
In this article, we’ll show how swift pivots helped these 2 clients thrive in a crisis.
CASE STUDY 1: Hampstead Orthodontic Practice
Hampstead Orthodontic Practice is one of the most innovative and successful orthodontists in north London, established in 1994.
Hampstead Orthodontic Practice relies on face-to-face consultations to generate leads. Unfortunately, the coronavirus outbreak shut down all local businesses, which meant we had to figure out different ways to generate leads.
To have a steady stream of business leads during the lockdown, we recommended conducting patient consultations online via video calls. This was completely new to Hampstead Orthodontic Practice.
The client loved the idea, and we quickly rewrote the landing page copy and created the new PPC ads reflecting the new service – “free orthodontic consultation online”.
Free consultation served as the perfect lead generation tactic for two reasons:
- PPC competitors paused their PPC activity in March 2020 when the pandemic hit as they didn’t adapt their service.
- The data shows that when patients receive a free consultation and the next steps for the treatment, they are likely to continue the treatment with that clinic.
The client has now fully adopted online consultation as one of the ways to consult patients.
As a result of this change, the clinic has been inundated with enquiries throughout 2020 and 2021.
Our PPC campaign generated on average 280% more enquiries in the pandemic months (March 2020-November 2020) compared to 8 months before the coronavirus pandemic happened.
Due to the lack of competition for orthodontic consultation services online around March 2020, we were also able to reduce the cost-per-lead by 260% .
CASE STUDY 2: IV Boost UK
IV Boost is the leading IV vitamin therapy clinic based in central London. They offer a range of treatments for boosting immunity, easing hangovers, fighting fatigue, enhancing athletic performance, and more.
During the global coronavirus outbreak in 2020, IV Boost introduced the Covid-19 PCR swab testing service.
Their goal was to target people who are searching for “Covid swab test” and related terms and generate as many leads as cost-effectively as possible.
The competition around the “Covid test” and related terms was very high around November 2020 when we started the campaign.
There were 24 other holistic health companies that targeted the same keywords with budgets bigger than ours.
To generate cost-effective leads in a competitive space, we needed to improve Google’s ad experience quality score.
To achieve that we created hyper-relevant landing pages for each ad group and multiple variations of ads that best match the exact search query of our target audience.
The turnaround for this campaign was fast. We had to have the campaign live within 48h from the brief.
We started with extensive keyword research to discover different PCR swab test-related keywords. This led to creating 3 ad groups targeting search terms centered around “antigens”, “swab test”, and “PCR” related keywords.
We then created 3 different landing pages targeting each of these 3 keywords making sure they include some of the long-tail keywords people are often using on Google.
Our goal was to make the best user experience starting from an ad to a landing page.
As a result of our hyper-targeted approach, our Google ads quality score was 9/10, which meant that our cost-per-click (CPC) was lower than our competitors and our ads ranked higher on SERPs.
This led to an incredible 11.85% conversion rate (which is more than twice bigger than an industry average of 3.75%).
Our cost per lead was only £3.98, which is a significant result considering the price for a PCR test was 37 X bigger – £150.
We’ve helped small local businesses and big multinationals grow online fast.
What makes us different? We use digital personas to target your perfect customer, speak directly to their needs and convert them into customers.
Whether it’s with a paid ad on Google, a blog post on a hot topic, or a whitepaper on LinkedIn, we are specialists at getting your customer’s attention.