Quality Metric /

What we did:

Initially:

• Developed and deployed the brand’s new corporate website based on ICR’s UX, copy and design
• Optimized lead generation and segmentation in partnership with ICR and Quality Metric stakeholders
• Expanded and optimized to further qualify and segment leads

Monthly:

• Identified core keywords and developed a paid search media strategy to deliver the brand’s lead generation goals against specific types of leads
• Developed ad creative and created ad groups
• Weekly optimization, campaign insights & analytics

What We Delivered:

• Starting from nearly zero, we were able to drive in excess of the 40+ target for leads per month at the close of the campaign
• During the campaign, we tied or exceeded the highest number of qualified leads per month ever for the brand in February, March
• Starting from a 5.69% CTR, we optimized to 7.45% by the end of the campaign
• We developed an ROI metric against which we optimized Cost Per Conversion
• At the start of the campaign, we began with a $489 CPC  for prioritized leads, which we optimized down to $128 by the campaign’s end