1200 Leads In One Month Of PPC

May was our best month for leads for Portman, reaching over 1,200 leads from the Google Ads alone. We’ve had two main targets in the account, getting more conversions at a decent CPA and increasing brand awareness.

How did we get there?

Broad Match - we used broad match to get them in front of more people based on thematic searches rather than phrases. If someone searched for a government business loan, they usually mean a recovery loan. By having a recovery loan as a broad match phrase, we could reach more customers.

Performance Max - despite performance max mainly being pushed as good for e-commerce brands, we decided to give it a go to see how far the campaign would reach. We started off with one campaign for a key area and let it run. It took some time to get off the ground, but now it’s one of the top campaigns, bringing in over 500 conversions in May alone.

Remarketing - by building audiences in GA4 focused on specific landing pages and their interactions with the website, we’ve been able to get old visitors back to the site to finish off their enquiry and start the process of getting them a business loan.

Brand Awareness Campaign

We used video, mainly YouTube as it is a great place to increase brand awareness for a business. Using skippable in-stream ads, we’ve targeted finance channels, videos and keywords to put a short 30 seconds video in front of users that were in Portman’s target audience. We’ve tried two different bidding strategies for these videos, one aiming to get people to the website, which has worked really well and another that is focused on conversions which is really starting to build.

Demand Generation - a relatively new campaign strategy with a focus on display graphics. Portman supplied different graphics for different areas of the business. We targeted finance-focused websites and excluded any websites that we thought our target audience wouldn’t use. Whilst this is typically used for brand awareness, it has started to generate conversions as well, helping in the growth of the account.

Customer Match lists - Using first party data, we’ve been able to upload lists including information about leads and add them as observation audiences to the Google ads account. We have separate lists for users that are at different parts of the conversion cycle so we can have more focused information. By adding them as observation, we’re not actively remarketing to them. Instead we’re giving Google’s AI additional information about what a profitable user looks like which can be used in campaigns to increase conversion rate.

All this led to an amazing 1200 good quality leads through PPC alone. Feel free to use the strategy we’ve outlined above, and if you’re struggling, get in touch for help!