Growth Minded Marketing

Doubling conversion rates, increasing MQLs by 74% while lowering costs for a multinational Healthcare company.

The partner: LifeWorks provide a global Employee Assistance Program (EAP) and an well-being app for confidential mental health support via phone, chat, text and video.Their employee assistance programs offer an all-in-one holistic solution to help employees take care of their physical, mental, emotional and financial wellbeing, with the aim of lowering absenteeism, and increasing employee productivity. The challenge: We were responsible for driving a higher volume of MQLs across the US, UK and Australia markets, while maintaining the current cost/conv.Regionally, the primary services LifeWorks were targeting had differing local competition (other multi-nationals, some smaller niche players), so increasing lead volume and market visibility together to each region required a fresh campaign approach. Our approach: In order to maintain lead volume, we planned the adaptation of the Google Ads account to fit our growth framework with a proposed new campaign structure and assets over a planned 2 month period, to ensure we didn’t ‘rock the boat’ too much in the account. During our Discovery phase when auditing the account, our market sizing research showed their budget should have a much higher impact in terms of search impression share, which sat at <10% across all activity, despite them having healthy monthly budget. Diving deeper into the Quality Score side of things, we saw that: 66% keywords have below average Ad Relevance Score 82% keywords have below average Expected CTR Score Taking into account the differing region competition, we then ran keyword and competitor research for each market and created a new campaign deployment plan with tighter ad group keyword targeting, ensuring the keyword > ad copy > landing page journey was consistent. We later leveraged portfolio bidding strategies across the tCPA campaigns, to ‘reign in’ some of the avg CPCs we’d seen in the historic data (some ‘EAP provider’ terms were upward of $100+) We also integrated offline conversion tracking via Hubspot to track actual lead data, and later optimised for revenue from ‘won’ customer stage leads. This helped us isolate what keywords were driving the most revenue into the business, as opposed to optimising for the ‘first touch’ form submission. The results: lifeworks google ads results Our account restructure with with a stronger focus on keyword > message match meant we saw more conversions, a huge improvement in cost/conv and conv rate with less spend. The offline Hubspot lead data allowed us to priortise spend to campaigns we saw were contributing to actual revenue, meaning over time we spent less on other campaigns that were converting form submissions, but weren’t equating to ‘Won’ deals later. The YoY growth is equally impressive, with 48% increase in conversions and 47% increase in Search IS, despite only 15% increase in costs.