CHALLENGE
Pinnacle is a lead-based company and,
according to their President, "Leads are our inventory." We were
recommended to this client because they were experiencing a significant
increase in Cost Per Conversion and a lack of ideas and corrective measures
from their former agency. What's more, the cost of their 3rd party lead gen
partners continues to increase while the quality of the leads diminishes.
INSIGHT
With experience comes the ability to see when the hands on keyboards have reached the limits of
their ability. An evaluation of their ad accounts revealed several areas of
opportunity that we knew would yield immediate results as well as additional
media channels that would enhance their lead-gen efforts.
STRATEGY
We audited and restructured their Google
Ads ad account, modified keywords and bidding strategy for dozens of PPC
campaigns across Pinnacle’s regional footprint.
We focused on the usage of Responsive
Search Ads (RSAs), Dynamic Search Ads (DSAs), and dialed in service-level
keywords. We did a limited test of
Google’s Performance Max, which showed initial promise but was paused as lead
quality began to decrease.
RESULTS
Drove
26% more Non-Branded Conversions with only 10% more incremental spend 25% improvement in a Conversion Rate
(CVR) & a 13% Reduction in CPA
Drove 111% more Branded
Conversions
Grew Share Of Voice by 16% with a
37% improvement in Conversion Rate
Delivered a 10x Return on Ad Spend
(ROAS) in Meta (Facebook & Instagram)
"We’ve worked with four different agencies and Triunion has been a game-changer."
