Florida Women’s Law Group is a well-established business offering high-value services. Despite running digital ad campaigns for years, it struggled with poor performance and ineffective budget allocation. Previous ad campaigns were overly complicated, with multiple campaigns and poorly managed attribution, leading to dissatisfaction and wasted resources. In July 2024, they turned to Fable Heart Media for a fresh approach to their digital advertising strategy.
Challenge
Upon reviewing the account, we found several key issues:
- Complex Campaign Setup: The account had over five active campaigns with a fixed budget of $4,000 per month, leading to thin budget distribution across campaigns.
- Poor Attribution: The attribution models were ineffective, making it difficult to track which ads were contributing to actual conversions.
- Low Conversion Rates: The client’s cost per click was high, and conversion rates were significantly lower than industry standards, resulting in poor ROI.
Solution
Our team took a comprehensive approach to overhaul the ad strategy:
- Simplified Campaign Structure: We reduced the number of campaigns from five to two, allowing for a more focused budget allocation and a streamlined approach to targeting.
- Optimized Budget Allocation: While maintaining a similar overall budget, we increased the monthly spend by just $500. This minor increase was strategically allocated to maximize reach and engagement.
- Improved Targeting and Creative Strategy: We revamped the ad creative and refined targeting parameters to reach a more qualified audience. Our goal was to not only increase traffic but to drive meaningful clicks from potential customers.
Results
Within the first 30 days of implementing these changes, the client experienced remarkable improvements:
- Increased Clicks: Clicks increased by 20%, demonstrating a more engaged audience and a higher click-through rate.
- Boosted Conversions: The conversion rate skyrocketed by 1,355%, going from fewer than 40 conversions in the previous month to 89 legitimate leads.
- Improved Quality of Leads: Our audit confirmed that the leads were of high quality, with conversion events reflecting genuine interest in the client’s services.
Key Takeaways
- Simplification Drives Success: By simplifying the campaign structure, we were able to better control budget distribution and target more effectively.
- Quality Over Quantity: Focusing on high-quality leads rather than just increasing traffic numbers led to more meaningful conversions.
- Effective Attribution is Essential: Accurate attribution allowed us to track the success of each ad dollar spent, ensuring that the client’s investment directly correlated with business growth.
This case demonstrates how a well-thought-out, simplified approach to digital advertising can lead to significant growth, even within a short period. For Florida Women’s Law Group, our strategy not only improved ad performance but also brought clarity and effectiveness to their marketing efforts.
If you’re looking to optimize your ad strategy and drive real results, we’d love to help. Contact us today to set up a consultation with one of our ad managers. Let’s discuss how we can achieve similar success for your business.