Increasing Lead Quality & Volume For Franchisor
The COVID-19 pandemic made it increasingly difficult for this US franchisor to reach & attract qualified franchisee prospects. As budget got tighter, the efficacy of their digital advertising needed to improve. This client needed more financially qualified leads in order to generate better sales outcomes.
Google Ads Lead Goal
Increase the quality of website leads generated by both social & search advertising.
The Results
By the end of the 3rd month working with Intigress:
- Marketing Qualified lead (MQL) volume increased 53% even though budget decreased 32%.
- Cost Per MQL decreased 56% which equated to an average savings of $92 per MQL
- MQLs Per Day increased 18%
- Ratio of financially-qualified to unqualified leads increased 171%.
Not only were we able to reduce their cost per qualified lead, thus driving more qualified leads with the same budget, we were also able to decrease the volume of unqualified leads. This allowed their Sales team to spend less time talking with prospects who weren’t actually qualified and more time converting MQLs into new franchisees.
How We Did It
- Restructured ad campaigns to more effectively allocate budget
- Improved audience targeting & creative through strategic tracking & testing
Refined keyword targeting to focus on more qualified search queries - Implemented remarketing efforts to re-engage previous website visitors
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