lead conversion rate

Lead conversion rate

Cost-per-lead

Since working with us

A leading global mental health health care provider, 

 makes mental health manageable, treatable, and approachable with clinical-first solutions—helping people get better, wherever they are.

Available to 4 million users worldwide, Koa Health’s comprehensive care solution, Koa Care 360 delivers all-in-one mental health care—self-care and prevention through clinical treatment from a unified platform.

With offices in the United States as well as the United Kingdom, and Spain, Koa Health is the leading choice for employers, insurers, and healthcare providers looking to partner to proactively maintain and restore mental wellbeing.

Overview

Koa Health were formally launching their clinical-first comprehensive mental health platform, Koa Care 360 and wanted to get the word out to high intent potential customers via paid search.

It would be essential to focus on targeted terms, whilst also being mindful that CPCs in these auctions can get extremely high, as it’s a very competitive sector.

We needed to maximise both reach for brand awareness purposes along with generating qualified leads.

Utilising Microsoft Search ads would ensure that wherever a user was looking for the B2B solutions that Koa Health offers, they would be visible.

Things we identified:

We launched initially with three campaigns, segmented so that we could control budget in relation to cost of the click for the different keyword groupings.

Seeing early uptake, we could see to really get the most out of this activity for the client, campaign side changes would need to be supported by conversion rate optimisations also.

Using Microsoft Clarity, we reviewed where users were engaged to and possible causes of bounces without form submissions.

From this data, we were able to ascertain a stronger landing page layout along with messaging changes, that would retain engagement better, drive more sign ups and give us a better ad rank.

Changes we made:

We increased conversion rate by +80% through post-click optimisations, this in turn reduced cost–per-lead by -73.27%

These changes meant that whilst click costs are high for these auctions, we were able to extract the most out of the budget possible for the client.

Clicks have ramped up given the feedback into the auction that we’re offering the best possible user experience both campaign side and post-click.

We’re now into testing and able to safely broaden targeting to scale, given that we have an abundance of qualified data to guide the bidding strategy and a landing page experience that we know resonates.

The momentum we created:

“Working with someone who understood our specific goals and vision for this project was really important to us.

We’ve worked with providers before and didn’t feel like we had the clear direction that we wanted.

We also needed to work with a provider who understood both the UK and US search markets.

ProfitSpring took time to understand what we wanted and showed us clearly how to get there.

It’s so refreshing to work with someone who isn’t just managing the campaigns, but who can also impact the end result as that’s what it’s all about! The landing page changes really supported us in making this a success.

I would recommend them to any business looking for a B2B SEM provider.”

Koa Health

Google Ads

Landing page optimization 

lead volume

Lead volume

Bytomic is the leading distributor and manufacturer of martial arts and combat sports products, with the largest selection of premium brands in the UK. They are the exclusive distributors for world famous industry brands such as Century, Top Ten, Fumetsu and No Stink

Having been established for 30+ years, they have the expertise to help resellers get the products they need, when they need them.

The existing trade application form was serving those who were familiar with the brand but was missing some key messaging and surrounding elements which would help to convert first time qualified users visiting the brand.

Having both a d2c and b2b offering, there was also a cross-domain complexity which would make form tracking and campaign measurement difficult.

The value of trade customers is high for the client so establishing a pipeline of qualified leads would be essential. The sales team is busy with existing trade customers so handling large volumes of unqualified leads would be problematic.

We started with search advertising to ensure that the leads would have the best chance of being qualified for the client’s sales team.

We structured the campaign around the highest value deal sizes to win some early return from the activity.

To ensure a strong conversion rate, so that activity could be scaled, we built a custom landing page. This gave us control of the messaging and surrounding layout elements which enabled us to address the user’s hesitations and questions, ultimately reducing bounces from the page.

This would give us a more agile foundation to build from as we then could make landing page changes quickly and easily to support campaign side performance, rather than requiring on-going development work.


We saw qualified leads come through in the first week.

Working on the landing page, tweaking based on user experience, allowed us to build conversion rate by +77.80%. This has meant that on the campaign side, we can expand the targeting to the lower value deal size offerings, without risking wastage in terms of spend and return.

The highly relevant landing page experience along with the strong conversion rate has meant that qualified lead cost-per-lead has dropped by -53.15%. This means that we can continue to expand and scale activity for the client.

Wholesale is a huge part of our business so new accounts opening is something that we’re always looking to push.

We’ve dabbled in activity for this before but spend and return just hasn’t really justified it being on.

The [ProfitSpring] team approached this differently. It was “let’s build from the ground up so we know what’s working” when we start getting some momentum.

The performance is really strong and the leads are opening accounts, placing their first and repeat orders so we couldn’t be happier.

It was a nice touch to see the team’s care in asking about which of the leads had closed and the associated revenue, so that they knew the activity was viable."

Bytomic Distribution

B2B Paid Search

Landing Page Build

Meta Ads

Bytomic Distribution 

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

Linkedin Ads

Landing Page Builds

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.

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

Landing page optimisation

Conversion Tracking

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.

Overview:

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

Amazon Ads

New business revenue

Google Ads new business sales volume

Google Ads new business revenue

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.

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.

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.

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.

"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

Landing Page Optimisation

Starpeak

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

User Experience

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

Microsoft Ads

 - Use GA4 and Microsoft Clarity to identify what’s working and what’s not. Focus on data-driven changes rather than assumptions.

 - Fix technical issues like page speed, mobile responsiveness, and broken elements to improve user experience and conversion rates.

 - Ensure your messaging answers user questions, aligns with search intent, and addresses buying hesitations clearly and concisely.

 - Highlight key benefits, unique selling points, and competitive advantages to reduce bounce rates and increase conversions.

 - Test changes systematically using A/B testing and track performance metrics to evaluate the impact of your optimisations.

Your landing page conversion rate is the biggest lever that you can pull to improve your ads performance.

That’s right, the biggest gains don’t come from campaign side changes - providing that you’ve gotten the campaign setup correct.

Uplifting conversion rate with landing page optimisations will increase your lead or sales volume, whilst also reducing your acquisition costs so it’s a win-win endeavour.

Most other forms of optimisation either increase volume or improve cost-efficiency.

, landing page optimisation is a standard part of any PPC or 

 management. If you can get a better throughput of ads users into customers, you can spend more and scale on the front end.

We do a huge amount of landing page optimisation so we’ve put together a simple and systematic approach that you can use to improve performance in your business.

Key Takeaways

The first part of optimisation is to understand what’s performing and what isn’t.

In all instances, avoid making changes to landing pages for changes sake. If you don’t know that there’s an issue, making changes can decrease your performance baseline.

We have the tools and tech available now to ask the data so assumptions can be left at the door.

We use a mixture of GA4 and Microsoft Clarity to work out what’s working and what isn’t on a landing page and ensure it performs well not just for users but also on search engine results pages.

Microsoft Clarity is a free tool which you can add to your website, this will allow you to see heatmaps and actual user screen recordings.

Reviewing this data, you can see where users (broken out by marketing channel and even campaign) scrolled too, what they hovered over, what they clicked, what they didn’t and much more.

It can be eye opening to see how a real potential customer interacts with your business.

Analysing Performance

Are there technical issues such as images not loading, elements not working properly which need to be fixed?

Are there too many intrusive pop ups disrupting a user who was about to take further action?

If the user is scrolling images on an ecommerce site, do you need to build out more information content similar to Amazon listings?

Is the user not getting to see something that would motivate them to buy that’s too far down the page?

If the user is hovering too long over a message, is it unclear what is meant by it or how they take the next step?

If the session is very short or elements aren’t loading, is site speed an issue that needs to be resolved?

Once you’ve gathered this valuable data, you should have a shortlist in terms of areas that you need to work on to optimise your landing pages.

We will now look at the most common areas in more detail and outline how we optimise them.

Top things to review:

In this blog, I share how we transform landing pages into conversion powerhouses at ProfitSpring. By using tools like GA4 and Microsoft Clarity, we pinpoint performance gaps, fix technical issues, refine messaging, and highlight key selling points. From speeding up load times to addressing user hesitations, every step is designed to maximise conversions and lower acquisition costs. 

This is the same systematic approach we use to help our clients achieve better results every day.

Learn how to optimise landing pages to improve conversions, reduce acquisition costs, and enhance user experience with data-driven strategies and tools.

ProfitSpring becomes a member of Northamptonshire Chamber of Commerce

We are delighted to announce that ProfitSpring has become a full member of the Northamptonshire Chamber of Commerce!

Quote

If you are a business in the Northampton or Milton Keynes area, get in touch with our local and experienced team to discover how we can help you to improve the ROI on your advertising.

We create momentum

Koa Health

Bytomic Distribution

Certified Partner Program

French Florist Franchise

Aqua Training Bag

Starpeak

Bluechain

Made 4 Fighters