2022 Google Ads Campaign

Objective: Generate Low-Cost, High-Quality Purchase and Refinance Leads

My strategy for generating low-cost and high quality leads was to determine a wide range of low cost keywords whose overall search volume could compete with high-cost, high-volume keywords. Using competitive research and Google's Keyword Planner I was able to research the cost of each keyword, related keywords and search volume.

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The keywords used for the campaign were broken down into two different groups used in two ad groups, general and specific. The general keywords were words and phrases regarding purchases and refinances while the specific keywords referenced specific products such as FHA and USDA loans.

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Awareness:

The ads ran in specific areas such as Pennsylvania where the company is headquartered. The demographic that was targeted was broad and included men and women over the age of 18, the ad ran only during the day and was shut off from 11:00 pm to 5:00 am in order to receive the highest quality of clicks. 

Qualifying Leads:

Leads were brought to a custom landing page where we tracked the exact ads that they came in through using UTMs. The landing page had approximately 15 questions most of which were for the purpose of qualifying the lead. Credit score, property type, down payment and other necessary pieces of information were collected so our sales team could pursue the qualified leads.

Nurturing Leads:

I trained the sales team to use HubSpot CRM so that they could monitor and track their conversations with the leads that they were assigned. Within the CRM, I created several one-to-one drip campaigns based on the initial call outcome. If a lead did not answer the phone then the salesperson could enroll the lead in a sequence of emails and tasks to call the lead that lasted a designated number of days or until contact was made by the lead. I created six different variations of this campaign to reflect common outcomes.

Results:

Average Cost Per Click:

- Specific Ad Group: $2.25

- General Ad Group: $1.60

Cost Per Lead:

- Specific Keyword Ad Group: $35.90

- General Keyword Ad Group: $51.23

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Our strategy allowed us to generate leads at 10% of the cost of the one-to-one leads we received from industry leaders such as LendingTree and Bankrate.