Give People What They REALLY Want and 3X Your ROI on Ad Spend

Real life stories are the best way to show best practices in action, so here’s one from a client that recently started selling a new “as a service” offering for small businesses.

This is how things went down. For the first iteration of their Google ads campaign, we created a lead magnet that was a guide about best practices with plenty of examples. The client had a budget of about $1000/month to put behind it.?

We got to work.

• We built the landing pages.
• We launched the ads.
• We watched the results.
• It was working, but not well enough.?
• The cost per lead was too high and conversions too low.
• We built more landing pages with exact matches for search phrases.?
• Performance improved. Marginally.

It wasn’t good enough.

That’s When We Ripped Out the Guts of the Campaign and Started Over

A few weeks in, we had enough data to see that the majority of people were downloading the guide when they were actually looking for a DIY template. By getting the guide, they were settling for the next best thing. Not the thing they actually wanted.

The data was telling us what they really, really wanted.

So that’s what we gave them.

3 Action Steps to Supercharge the Ad Campaign

1. We had our client build a DIY template to give away as a lead magnet. Yes, even though it meant giving people a self-service tool that they could use INSTEAD of paying for the managed service offering.?
2. We also made sure there was a video on the landing page with a quick hello from one of the company owners and a preview of the template (massive trust builder).
3. On the Thank You page, we provided instant access to the template PLUS another, longer video explaining how to use it (serving before selling).?

Guess What Happened to Their Campaign?

• The cost per lead dropped from $42 per conversion to $12 per conversion.?
• The percentage of people who voluntarily provided a valid phone number went from 25-30% up to more than 80%.
• Open rates for follow up emails are in the 20-40% range throughout the nurture journey.

Now, the main challenge is making sure the Sales team can keep up with 75 new leads per month.

BEFORE OPTIMIZATION

AFTER OPTIMIZATION

Want Results Like This? Provide Value & Build Trust by Serving Your Audience

It’s OK if some of your prospects take the DIY route (at least at first). The ones that figure out they need additional help WILL turn to you as the company that has already proven its value. Why would they trust anyone else?

Do Research into the Following and Answer These Questions:

• What is the thing that your prospects consistently try to do for themselves BEFORE they decide to work with you or a competitor??
• Can you create a tool that helps them get it done??
• Are you willing to provide it for free?

Sometimes, you need to give people what they think they want first, even if it’s not what they end up needing. Taking this approach means you are in front of them before your competitors and have the time to build trust, rapport, and relationship that makes you the only and obvious choice when it’s time to buy.?

Take the Less Obvious Path to Get Better ROI

Remember, your competitors are all trying to advertise right at the point of purchase decision. That’s why the “commercial” keywords are so expensive in Google Ads. Everyone wants an easy sale from people who are ready to buy right this second. The truth is that YOUR best keywords are not always the ones with the highest competition. Your opportunities lie in areas that your competitors are ignoring because they don’t want to put in the work to provide value and serve their audience before the sale.?

Market Smarter! That’s the key to revenue growth, even on a small budget.?

Want to talk with me about marketing and revenue growth for your business? Book a time on my calendar.

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