New business revenue

Google Ads new business sales volume

Google Ads new business revenue

Since working with us

Starpeak is a specialist insurance distributor across niche markets and businesses such as pet business insurance, event insurance and sports travel insurance. They consist of three established brands known for being experts in unique products called Protectivity, Sports Cover and a Les Mills Partner with 100,000 policyholders across the group.

Overview:

Whilst account performance was at an acceptable level, we identified that the Google Ads bidding strategies weren't aligned to the broader business goals that Starpeak had.

With a focus needing to be on new business revenue, existing strategies were focussing on a target cost-per-acquisition which is a much shorter term approach.

Enabling the algorithm to consider deal size and revenue means that ad spend and bidding in the auction can be aligned to the objectives of generating the highest return more effectively.

Getting this structure in place would allow spend to be utilised more effectively but also means that as budget is scaled, commercial viability remains.

Things we identified:

We took a phased approach of introducing new bidding strategies and managing in targets. This was essential to ensure that large, radical changes didn't disrupt the commercial performance for the client.

Once we had successfully implemented new bidding strategies, we experimented with landing page optimisations to make the messaging clear and concise, to improve the user journey.

Changes we made:

Across Jan-Apr 2024, Google Ads saw a +66% increase in new business sales volume, and +81% increase in new business revenue YoY.

Through increasing conversion rates with optimised landing pages, the brand is now in a strong position to expand out to secondary volume driving channels such as Meta.

Landing page conversion rates being higher, will offset the often lower buying propensity of a user who is targeted via paid social.

The momentum we created:

"We worked with ProfitSpring to ensure that our account structure in Google Ads was optimally aligned to our business goal of optimising for new business sales and revenue.

Following the strategy being implemented, across Jan-Apr 2024 we’ve seen a huge +66% increase in new business sales volume and +81% increase in new business revenue YoY.

ProfitSpring working with our in-house team continues to deliver high performance as we begin to look at new markets and channels to acquire customers.”

Testimonial

Starpeak

lead volume

Lead volume

Cost-per-lead

French Florist has been the premier florist in Los Angeles since 1978. They are a luxury, quality-first brand that offers hundreds of professionally designed arrangements.

With multiple locations as well as a thriving eCommerce website, they are now offering the opportunity to share in their journey and to open a franchise store.

Overview

The client had worked with a franchise specialist marketing agency for their initial launch, we could see a number of areas where there was room for improved performance.

Spend had been utilised across terms which were too broad in search. Lead qualification had been low in Meta which had led to minimal value and opportunity overall.

Conversion tracking wasn’t firing correctly. This was preventing valuable feedback in the form of conversion data returning into the campaigns. This is a key factor which helps to guide ads to be targeted at the most relevant user.

Messaging wasn’t addressing the two distinct ideal customer persona’s that the client had identified. This meant that engagement wasn’t optimal, along with also not qualifying the user pre-landing page load.

We identified an intermittent bug with the lead form, which was causing users to drop out through the enquiry process, reducing lead conversion rate and affecting cost-per-lead.

With a high deal size and lengthy consideration period, we could see that the client needed a more tailored and targeted approach.

We needed to be present at those high value, opportune moments, where someone was ready to start their franchise journey. We needed to engage well to win the click and close well post-click to get the enquiry.

Deploying accurate conversion tracking for both Google and Meta ads ensured that measurement was in place and valuable signals would be fed back to the bidding strategies.

Restructuring search targeting to match user behaviour meant targeting floral franchise terms in the locale of the initial franchise rollout. We also targeted locale specific keywords nationally to capture those looking for a business opportunity in a city that they weren’t searching in.

Working with the client, we overhauled ad messaging that allowed the unique selling points of becoming a franchise owner clear to both persona’s in their own ways.

Deploying Microsoft Clarity, meant that we would be able to close the loop, in identifying optimisation opportunities post-click over time.

Google Ads went from a high spend and no leads, to weekly qualified leads at less than 60% of the previous total monthly cost.

Meta Ads spend dropped significantly, CPA reduced and the client stated that there was a noticeable improvement in qualified leads coming through.

Having a robust search campaign structure meant that we were capturing those actively looking to open a flower franchise.

Segmenting the Meta campaign into targeted ad sets, with effective messaging, increased engagement rate, lowered CPMs and started to drive leads through the website.

Seeing qualified leads regularly come through the campaigns, we began to analyse user behaviour post-click, to reduce drop-outs and improve conversion rate.

We’ve created a system that’s driving consistent lead qualified leads through for the client. Spend is lower, there are more leads and the qualification level is better.

“We initially tried a franchise marketing agency, but we didn't see the results that we had hoped for.

The marketing approach from the ProfitSpring team was commercial and strategic.

They delivered the campaigns and account changes quickly and effectively as promised. Seeing the campaign targeting and messaging reflect our target ICP’s gave us high confidence.

The team also follows up on the post-lead journey to ensure if there’s a way they can optimise for more commercial opportunity on the marketing side, they will.

We’re delighted to see qualified leads coming through and we look forward to scaling further together."

French Florist Franchise

The Certified Partner Program supports health businesses around the world with industry-leading testing, fully accredited laboratories and follow-up advice and education to lead your clients on the path to a happier and healthier life.

The client had previously tried to generate leads with a specialist B2B prospecting agency. Whilst they saw some leads, the qualification level was low and they didn’t gain any commercial opportunities.

As the offering is relevant to many practitioners, however, is a new concept, search demand was low so we would have to take a more demand generation approach.

We segmented the client’s ideal customer persona into themes. This meant that we could tailor messaging to the individuals pain points or aspirations.

Starting initially with Linkedin ads, we could see plenty of relevant lead opportunities based on job title and sector. This meant we could ensure the qualification level of the user that ads were shown to and that would be submitting enquiries.

Linkedin is a high cost channel so we created highly converting, mobile responsive custom landing pages for the offering. This meant that we could offset any loss of expenditure through increasing conversion rate, allowing for better scalability on the campaign side.

We saw qualified leads immediately through Linkedin which allowed us to expand our activity for further volume.

Moving to Meta, we were able to prospect the same target persona and qualification level at a CPA of -86% lower acquisition cost.

We’re driving a consistent and qualified pipeline across the UK and US market, which is allowing the client to scale up their operation to meet the opportunity that we have created.

"As a new proposition, we need to ensure what we’re spending is being used effectively.

We could see the impact of ProfitSpring’s activity immediately and we felt it in the business.

As a result of the lead pipeline, we’ve had to hire more account managers to meet the demand that we have for our offering.

Communications and reporting have been commercially focussed and clear so I couldn’t be happier."

Certified Partner Program

Revenue

Return-on-ad-spend

Aqua Training Bag is the world’s leading heavy punch bag. It is the perfect training tool for boxers, trainers, professional fighters, and everyday fitness enthusiasts. By utilising water in place of sand, Aqua Punching Bags provide a number of unique benefits.

The brand was acquired by new owners in January 2024. Historically, activity was in place for key channels with mixed results.

Activity wasn’t segmented by the variance in product price, this meant that it wasn’t possible to control acquisition costs in-line with business goals.

We started by reaching the highest intent users first. This meant focusing on Google search and Amazon. Ensuring the brand was present here meant that in-market demand was captured which leads to the highest cost-efficiency.

Restructuring campaigns by average order value and top sellers, meant that acquisition costs and budgets could be scaled in a way that was commercially viable.

Once we saw viability we began to introduce additional activity via Meta and Microsoft to increase sales volume further, whilst retaining viable profitability levels.

Our strategy saw an uplift in revenue of +50.20%.

Focussing spend onto the right products, alongside other account optimisations led to a increase in return-on-ad-spend of +17.11% across the same average order value.

We have a robust and growing sales engine driving acquisition in the core market of the US.

We’re now running activity and seeing viability in new markets such as Canada, as we continue to help the client scale.

"With our recent acquisition of the brand, we were keen to see sales volume increase but most importantly maintain a level of return that was viable so that we could begin to recoup our investment.

The ProfitSpring team has outperformed both in terms of sales volume and return across both of our core acquisition channels.

They’re now helping us move into new geographic markets and looking at opportunities for other brands which we’re looking to add to our portfolio."

Aqua Training Bag

Lead conversion rate

Increase in conversion rate

Decrease in Cost-Per-Acquisition

Bluechain is a software startup that brings control, flexibility and security to billing & payments - helping you to boost your business' cash flow, reduce admin and focus on growing your business.

As a new solution to the market, potential users whilst they have a need for the solution, are unlikely to know that the service is available.

This meant that search volume was very low and hard to capture in a high performing channel like paid search. Therefore, a demand generation strategy was the most effective route to market.

Our strategy consisted of engaging, educational creative across different platforms, to drive new user acquisition.

We rolled out a comprehensive Meta ads strategy, targeting small business owners and those with an affinity to AMEX. This enabled us to reach those who we knew were likely to have the pain points or would like the benefits of Bluechain’s solution.

Through creative testing on ads we identified that the biggest jumps in performance would come from optimising the landing page and sign up process.

We wireframed to create a high performing landing page for ads activity. This enabled us to increase budgets whilst maintaining a viable level of commercial performance.

We also analysed the user experience of the sign up process, identifying opportunities to increase efficiency of sign up through to active users.

We exceeded the KPIs given and created a scalable acquisition model for Bluechain to grow with.

We increased the conversion rate of new user acquisition by 50%.

Through optimising ad creative and the post-click experience, we also reduced cost-per-acquisition by 65%.

We’re now looking at supporting channels and opportunities to help scale the business further.

"We're achieving a cost-per-acquisition of half of what we were initially hoping to target. That's enabled us to continue to invest and scale up our business with confidence.

We know why it's working, when it is, and why it's not when it isn't, which is hard to find in other agencies."

Bluechain

Revenue increase

Decreased in Cost-Per-Acquisition

Increase in Revenue

Made4Fighters has been the leading online specialist retailer of Combat Sports clothing, equipment and accessories in the UK since 2007. Initially finding their roots in the Boxing & MMA markets, in recent years they have expanded their offering to include a vast range of products for all martial arts and fitness disciplines

With campaigns segmented by device type and using manual bidding strategies, the Google Ads account structure was outdated, and not aligned to commercial performance.

On the shopping side, as commonly is seen, lower value products were taking a high percentage of spend and whilst converting, deflating the potential return, due to starving higher value, popular products from being served.

Meta activity wasn't in-play which was missing a huge opportunity given the sector and how visually appealing many of the brands and associated content is. 

We restructured the core of the Google Ads account based on margin groupings. This allowed us to implement a target return-on-ad-spend that would be viable for the client.

High volume brands which drive a significant proportion of the businesses revenue were broken out to ensure that budget was always available.

Adding remarketing and prospecting via Meta, alongside seasonal push campaigns, captured additional demand for those who were in-market but hadn't searched via Google or where we weren't present.

Our activity saw a +222% increase in revenue YoY with a -18.96% decrease in cost-per-acquisition.

The structure that's now in place enables us to scale budget whilst maintaining profitability for the client.

Having core activity in a solid place means that we're able to focus on proactive opportunities for the client such as identifying competitor pricing and website optimisations.

With search established, we're able to continue to build out the demand generative side via paid social, opening up further revenue opportunity.

"Previously we were working with a large national agency and performance was dwindling. Since working together, we have seen profitability drastically increase whilst also seeing volume of sales increase significantly at the same time. ProfitSpring is proactive in tailoring campaigns to meet our specific needs and has exceeded targets, as a result, has become a key partner in our strategic planning."

Made 4 Fighters

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These days, keeping track of how your marketing is doing is more important than ever. Let’s look at the metrics that really count and see how they can help you get the results you’re looking for.

Understanding Digital Marketing Benchmarks

Key Digital Marketing Metrics That Matter

Tools for Tracking and Analysing Digital Marketing Metrics

Strategies for Improving Digital Marketing Performance

Key Takeaways

Digital marketing benchmarks help you see how well you're doing compared to others in your industry. By tracking these benchmarks, you can find ways to improve and set realistic goals for your marketing campaigns.

Here are some important digital marketing benchmarks to keep an eye on:

Digital advertising spending in the UK is worth £40 billion in 2024

72% of marketing budgets go to digital channels

Email marketing gives back £36 to £40 for every £1 spent

53% of website traffic comes from search engines

The average conversion rate across industries is 2.9%

Companies spend about 12.9% of their marketing budget on social media

Over 50% of website traffic comes from mobile devices

The average click-through rate (CTR) for search ads is 3.17%

68% of UK marketers think AI will be important in digital marketing

41% of UK marketers weren't ready for changes in cookie tracking in 2023

Not all metrics are created equal—some matter a lot more than others. So, which ones should you focus on? These are some of the ones that can truly make a difference for your business.

Sessions: This shows how many times people visited your website. More sessions usually mean more people are interested in your content.

Average Session Duration: This tells you how long people stay on your site. Longer times often mean your content is more interesting.

Engagement Rate: This combines different factors to show how people interact with your content.

Bounce Rate: This shows how many people leave your site after only looking at one page. A lower bounce rate usually means your content is more interesting or relevant.

Conversion Rate: This is the percentage of visitors who do what you want them to do on your site, like buying something or filling out a form.

Cost Per Acquisition (CPA): This shows how much you're spending to get each new customer.

Lead-to-Customer Ratio: This measures how many of your leads actually become paying customers, helping you see if you're getting good leads.

Click-Through Rate (CTR): This measures how many people click on your ad after seeing it. A higher CTR often means your ad is more relevant or interesting.

Return on Ad Spend (ROAS): This shows how much money you're making for every pound you spend on advertising.

Quality Score: This is specific to Google Ads and shows how good and relevant your ads and landing pages are.

Different industries have different standards for digital marketing performance. Here are some examples:

For online stores, conversion rates are really important. The average e-commerce conversion rate is about 2-3%, but the best performers can see rates as high as 5-10%. Cart abandonment rate is another key metric, with the average being around 69.8%.

 - In the financial world, trust is key. Email open rates for financial services average around 20-25%, while click-through rates are about 2-3%. The average cost-per-click (CPC) for financial services ads is higher than many other industries, often more than £3.

 - For healthcare businesses, engagement metrics are really important. People usually spend about 2-3 minutes on healthcare websites. The average conversion rate for healthcare landing pages is around 5.6%.

 - In the tech industry, getting leads is often the main goal. The average lead conversion rate for B2B tech companies is about 2.5-3%. The average email open rate for tech companies is around 21%, with a click-through rate of about 2.5%.

Industry-Specific Benchmarks

To keep a close eye on how your digital marketing efforts are doing, it's essential to have the right tools on hand. You may already be familiar with some of these, but each plays an important role in helping you track and improve your performance:

This free tool from Google shows you detailed information about your website traffic, how people use your site, and conversions. It's great for tracking things like bounce rate, how long people stay on your site, and conversion rates.

 helps you analyze your search engine rankings and compare them to your competitors. It's really useful for keyword research and seeing what your competitors are doing.

 is a versatile platform designed to enhance digital marketing and customer engagement. It supports email marketing, social media management, and lead generation, with built-in tools to capture and nurture leads effectively. HubSpot also provides detailed analytics and tracking to monitor each stage of the customer journey, offering insights that help businesses optimise strategies and boost conversions, so its especially good for tracking the whole customer journey!

Each social media platform has its own analytics tools that show you how people are engaging with your content. Tools like Hootsuite or Sprout Social can help you manage and analyse multiple social platforms in one place, making it easier to oversee and optimise your social media strategy across various channels.

Once you've measured your performance, it's time to make it better. Here are some ways to boost your digital marketing results:

Search Engine Optimisation (SEO) - Make your website easier to find in search results by improving your content, making your site faster, and getting other good websites to link to yours. Focus on creating high-quality content that answers your audience's questions.

Pay-Per-Click (PPC) Advertising - Use targeted PPC campaigns to get more traffic and conversions. Keep testing and improving your ad copy and targeting. Try using ad extensions to give more information and get more clicks.

Social Media Marketing - Talk to your audience on social media, share useful content, and use paid social ads to reach more people. Make sure your content fits each platform's unique audience and features.

Email Marketing - Build and segment your email list, create personalised campaigns, and test different subject lines and content to get more opens and clicks. Use automation to send timely, relevant emails based on how people interact with your emails.

At ProfitSpring, we've helped many clients improve their digital marketing performance through effective benchmarking.

By comparing current performance metrics against industry standards and best practices, we identify opportunities for growth that are truly tailored to each client. Here’s a closer look at how we approach benchmarking and some examples of the positive impact it’s had for our clients.

After new ownership took over in 2024, ProfitSpring restructured the brand’s digital approach to target high-intent channels like Google and Amazon, capturing strong in-market demand. Campaigns were realigned by product price and top sellers, allowing better control over acquisition costs. This refined approach boosted revenue by 50.2% and increased ROAS by 17.1%. With a solid U.S. sales foundation, the strategy now supports growth into new markets, including Canada, as Aqua Training Bag continues to scale efficiently.

With a high deal size and extended consideration periods, ProfitSpring crafted a specialised strategy for this franchise client. By setting up precise conversion tracking and targeting search terms tied to franchise opportunities, we captured leads during peak moments of intent. A complete overhaul of ad messaging highlighted the unique benefits of franchise ownership, effectively engaging potential franchisees. Post-click insights using tools like Microsoft Clarity enabled ongoing optimisation, making each interaction impactful and aligning closely with user behaviour.

Case Studies: Successful Digital Marketing Benchmarking

Social media platforms offer unique ways to connect with people. Key metrics include:

Engagement Rate: How many likes, comments, and shares you get compared to your follower count

Reach and Impressions: How many people see your content

Social Media Conversion Rate: How many social media visitors become customers

Follower Growth Rate: How fast your audience is growing

Social Share of Voice: How visible your brand is compared to competitors

compare how different social platforms are working for you

 and adjust your strategy. It's also good to look at what people are saying about your brand across social channels to understand how they feel about you.

Social Media Marketing Metrics

As digital marketing evolves, the ways we measure success and stay on top of things at Profit Spring evolve too. Here are some trends to keep an eye on:

We're seeing a move towards more complete, customer-focused metrics that go beyond just clicks and conversions. Metrics like Customer Lifetime Value (CLV) and Net Promoter Score (NPS) are becoming more important. There's also more focus on understanding how different marketing channels work together, as marketers try to understand the complex customer journey across multiple touch points.

Artificial intelligence and machine learning are changing how we collect and analyse marketing data. These technologies allow for more accurate predictions and personalised benchmarking.

AI can analyse huge amounts of data to find patterns and trends that humans might miss, leading to more precise and actionable insights. AI-generated facts will reach an even higher level of accuracy, making searches more precise and reliable than ever.

Final Thoughts on Continuous Benchmarking

Remember, benchmarking isn't something you do just once. It's an ongoing process that helps you constantly improve your digital marketing performance. By regularly comparing your metrics to industry standards and adjusting your strategies, you can stay ahead of the competition and get better results.

What's Next For Digital Marketing Benchmarking

Wondering if your digital marketing is really paying off? We cover the metrics that count—like website traffic, conversions, CTR, and ROAS. Plus, see industry benchmarks, useful tracking tools, and real-world strategies to enhance your results.

Track the metrics that truly matter in digital marketing, from ROI to conversion rates, with insights to boost results and stay ahead in your industry