Background

MWR Performance got in touch with us in September 2019, with a challenge to dramatically reduce cost per acquisition.

They’re a specialist vehicle remapping company, that relies on their website to generate leads.

Like most of our clients, they had an existing setup via Google ads, which was driving 90% of all leads for the business. Great volume, but the cost was high and needed to change.

How Did We Do?

We transitioned onto the account smoothly and began analysing the data and the impact of our early changes. It became clear very early on that we needed a complete rethink with the account.

We overhauled the setup and completely restructured the account, ensuring we were pushing much harder for our higher converting terms.

We didn’t stop at the Ads account. We helped MWR migrate onto the popular CRM, Hubspot – linking campaigns and keywords to individual leads. So we could have a full view of the data.

Finally, we audited the website and importantly, the user flow. This led to some significant onsite changes aimed at reducing friction, and increasing conversion rate.

It worked.

As soon as we switched our new campaigns live, to the newly optimised website we saw instant success. More leads for a lower cost.

We reduced CPA by 85%.

What About SEO?

Although we weren’t initially brought on to help with SEO we couldn’t help but notice the huge opportunity in the market. We wanted a piece of it and had a low cost, quick-win strategy we felt could yield some good results.

So once we’d overhauled the PPC and data setup, we decided to ramp up the content with vehicle-specific landing pages.

Producing super-targeted specific content, across thousands of vehicles. Optimising for MWR’s core product, vehicle remapping, in the process.

This resulted in some great growth for the extremely specific vehicle-based search terms. Lots of free traffic, offsetting the overall channel split for the business.

Bringing the blended CPA down further still.