Growth Minded Marketing

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.

The partner:

Aren Heating and Plumbing are (you guessed it) plumbers and gas engineers, based in South London.With exemplary customer service reflected in their glowing reviews, they have over 20 years of experience in providing expert heating and plumbing services to 1000s of homes and businesses around London.

The challenge:

Aren had engaged with several Google Ads agencies in the past, and wanted a closer, more consultative relationship (and obviously better results!)When we engaged in peak season, they wanted to ensure no disruption of leads while we rebuilt the existing campaign structure into our growth framework.

Our approach:

During our Discovery phase prior to taking over the account, we ran comprehensive keyword research and market sizing, and highlighted ‘low hanging fruit’ in terms in terms of competition for more specific services they offer.

We also ran lifetime ngram analysis on the visible search terms, with a view to negativing anything totally irrelevant that was previously triggering ads, and to highlight converting search terms that needed improvement on the cost per lead side.

With Aren’s support, we restructured the Search campaigns to focus on job type, split into Maintenance, Repair, Installation etc, as these jobs all have different levels of complexity.

From an ad group perspective, we ensured all the ad assets (extensions) were laser-focused on the targeted service – images through to Call Outs.

Outside of the Google Ads account,  we audited and rebuilt their Tag Manager set up to be more robust, making all key events and conversions were captured across GA4 and Google Ads.To help guide guide our seasonal strategy, we also ran analysis of their historic data from 5+ years of previous Google Ads activity, to attempt to highlight specific lead trends through the year as the seasons shifted and the search demand shifts (boilers tend to break more in the winter!)To support this we created a performance dashboard via Supermetrics and labelled their ad groups to create  ongoing visualisations and charts of longer term performance of certain job types.
At the end of 2023, they rebranded slightly, with new designs, URL structure and hierarchy, and we supported with the technical migration, ensuring all pages were redirected correctly.