Before approaching the drug rehabilitation referral reviewed in this case study, I already had a plan in place to lower their lead costs. I was only officially hired to execute it after I pitched the idea to them.
Amazingly, this client had actually been generating a decent volume of calls, self-managing this very disorganized and unsophisticated account, improving the campaign as a matter of quickly twisting the dials, and tracking the results.
A national drug rehab referral service with rehab partners nationwide (U.S. Based).
Their operation consists of a call center with an undisclosed amount of agents, as well as staff councilors used to prequalify leads.
What the Client Was Doing at the Time of Engagement to Generate Leads:
This client was dabbling with purchasing leads from multiple pay per call lead providers in the space, with varying and minimal success in doing so. They thought it would be cheaper than AdWords, in which I had to prove them wrong.
At the time of engagement, this client was currently running a Google AdWords campaign but at a negative campaign ROI, and they were unaware of this due to a lack of proper conversion tracking.
Challenges Client Met With Both Lead Sources (Pay Per Call & AdWords)
While call volume was very high, the calls coming in were of terrible quality, even after trying multiple vendors.
Whereas cost per call / lead was low (near $25-$35 each), lead quality was the main focus of our consulting engagement.
For the referral rate on leads (less than one out of 30,) the cost per qualified lead was far from acceptable for them.
Many leads were either:
The main goals for our client and the reasons they had hired us were as follows:
What Guaranteed PPC Did to Meet These Goals
First Setup Full Conversion Tracking — To know how to improve, we had to prove what works. Full call tracking was enabled on the client’s AdWords campaign.