Case study
They almost cancelled profitable ads. Lead tracking turned it into a 430% sales lift.
430%more sales from paid ads
105%more sales from organic leads, even as those leads declined
The problem
The client had no software to track or manage leads. They were paying for ads and getting organic leads too, but had no idea what either one produced. Growth had stalled, and they were close to cancelling the ads because they couldn't tell if they paid off.
What we did
- Set up a lead tracking and management tool, configured the right way
- Put in follow-up rules so every lead got several contacts soon after showing interest
- Trained the staff on a standard sales call process
- Held a weekly review to make sure the process was followed and the data was accurate
The results
Once the numbers were real, the paid ads turned out to be very profitable. The client raised ad spend right away, and sales from paid ads rose 430%. Organic leads were actually falling, yet sales from them still rose 105% because of the better sales process. Next, they turned to rebuilding organic lead flow while growing the ad campaigns.
The takeaway: don't cut marketing you can't measure. Measure it first. You may be about to turn off the thing that's working.