ProfitSpring

Overview:

Made4Fighters has been the leading online specialist retailer of Combat Sports clothing, equipment and accessories in the UK since 2007. Initially finding their roots in the Boxing & MMA markets, in recent years they have expanded their offering to include a vast range of products for all martial arts and fitness disciplines

Things we identified:

With campaigns segmented by device type and using manual bidding strategies, the Google Ads account structure was outdated, and not aligned to commercial performance.

On the shopping side, as commonly is seen, lower value products were taking a high percentage of spend and whilst converting, deflating the potential return, due to starving higher value, popular products from being served.

Meta activity wasn't in-play which was missing a huge opportunity given the sector and how visually appealing many of the brands and associated content is.

Changes we made:

We restructured the core of the Google Ads account based on margin groupings. This allowed us to implement a target return-on-ad-spend that would be viable for the client.

High volume brands which drive a significant proportion of the businesses revenue were broken out to ensure that budget was always available.

Adding remarketing and prospecting via Meta, alongside seasonal push campaigns, captured additional demand for those who were in-market but hadn't searched via Google or where we weren't present.

The momentum we created:

Our activity saw a +222% increase in revenue YoY with a -18.96% decrease in cost-per-acquisition.

The structure that's now in place enables us to scale budget whilst maintaining profitability for the client.

Having core activity in a solid place means that we're able to focus on proactive opportunities for the client such as identifying competitor pricing and website optimisations.

With search established, we're able to continue to build out the demand generative side via paid social, opening up further revenue opportunity.

Overview:

A leading global mental health health care provider, Koa Health makes mental health manageable, treatable, and approachable with clinical-first solutions—helping people get better, wherever they are.

Available to 4 million users worldwide, Koa Health’s comprehensive care solution, Koa Care 360 delivers all-in-one mental health care—self-care and prevention through clinical treatment from a unified platform.

With offices in the United States as well as the United Kingdom, and Spain, Koa Health is the leading choice for employers, insurers, and healthcare providers looking to partner to proactively maintain and restore mental wellbeing.

Things we identified:

Koa Health were formally launching their clinical-first comprehensive mental health platform, Koa Care 360 and wanted to get the word out to high intent potential customers via paid search.

It would be essential to focus on targeted terms, whilst also being mindful that CPCs in these auctions can get extremely high, as it’s a very competitive sector.

We needed to maximise both reach for brand awareness purposes along with generating qualified leads.

Utilising Microsoft Search ads would ensure that wherever a user was looking for the B2B solutions that Koa Health offers, they would be visible.

Changes we made:

We launched initially with three campaigns, segmented so that we could control budget in relation to cost of the click for the different keyword groupings.

Seeing early uptake, we could see to really get the most out of this activity for the client, campaign side changes would need to be supported by conversion rate optimisations also.

Using Microsoft Clarity, we reviewed where users were engaged to and possible causes of bounces without form submissions.

From this data, we were able to ascertain a stronger landing page layout along with messaging changes, that would retain engagement better, drive more sign ups and give us a better ad rank.

The momentum we created:

We increased conversion rate by +80% through post-click optimisations, this in turn reduced cost–per-lead by -73.27%

These changes meant that whilst click costs are high for these auctions, we were able to extract the most out of the budget possible for the client.

Clicks have ramped up given the feedback into the auction that we’re offering the best possible user experience both campaign side and post-click.

We’re now into testing and able to safely broaden targeting to scale, given that we have an abundance of qualified data to guide the bidding strategy and a landing page experience that we know resonates.