The Challenge
PracticeHub’s previous SEM activity had seen a nonunified approach to earning new leads. ‘Catch-all’ search campaigns were the only campaigns being used, and the number of leads was inconsistently between 1–5. The challenge was to increase the number of leads earnt by SEM whilst maintaining a healthy CPA throughout the growth period.
From a social media perspective, PracticeHub approached 121 Group for help implementing meta-advertising. This was to drive leads via increased demo bookings and expand the brand’s online presence. Historically, PracticeHub had not run any meta-advertisements, so we needed to develop an overarching advertising strategy that drove brand awareness, nurtured audiences, and generated customers.
The Solution
After analysing new opportunities, the SEM team deemed a full-funnel approach necessary to reduce CPA and effectively reach and convert PracticeHub’s varying audiences. Awareness-focused display campaigns were created to reach new top-of-funnel audiences at a lower cost per click. Targeted generic keyword lists were established to advertise to middle-of-funnel audiences. Meanwhile, display remarketing and brand protection campaigns were implemented to capture and convert users who had previously not finished the lead process.
Additionally, to extend PracticeHub’s reach and potential for leads beyond Google, the SEM team created campaigns on Microsoft Ads and Taboola, which diversified the marketing mix.
Meanwhile, the social media team released highly tailored ads to test and gather data. This data allowed us to scale and grow the business long-term. Due to the extremely niche target audience, it was essential that we created ads that only brought in quality leads. To do this, we ran educational and informative ads to nurture potential customers, using multiple messaging angles to find winning ad copy and creative content that generated demo bookings from ideal customers.
Given the very niche specifications of what defined a quality lead, an ongoing nurturing approach was needed to ensure we were only spending money to drive high-quality traffic with a high intention of booking a demo.
The Result
After six months of working with the team and under the new SEM funnel, PracticeHub saw their monthly leads increase by 200 per cent to an average of 15+. Year-on-year conversions saw a 172 per cent increase whilst maintaining a healthy CPA throughout this rapid growth period. In addition, PracticeHub saw brand awareness metrics skyrocket in light of their Display, Microsoft, and Taboola campaigns, seeing an average monthly increase of 133,233% Impressions and 650% Clicks. This allowed further budget scaling on Google, which greatly benefited all other channels through remarketing efforts.
Since launching, we have generated over 130 high-quality demo bookings, which have helped grow the company into the new market leader within the practice management industry. PracticeHub now uses meta-advertising through 121 Group to consistently generate high-quality leads for their business every month. Meta-advertising was previously unexplored and is now an essential part of their successful online marketing strategy.
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