Anvil Revises PPC Strategy to Cut Cost Per Lead by 60%

Overview

Foundation Fitness was a new client with Anvil.  The company sells commercial gym equipment for schools, apartments, & government.  Anvil chose to target general commercial gym/fitness equipment keywords and specific products Foundation Fitness sells (treadmills, elliptical trainers, strength equipment, etc) as well as industries Foundation Fitness targets and brands Foundation Fitness sells.

Objective

Utilize PPC advertising to generate qualified leads for Foundation Fitness.

Challenge

Straight out of the gate, PPC efforts failed miserably. At least by Anvil’s standards.  None of the keywords identified in the paid media plan other than the brands Foundation Fitness sells were driving leads. Our strategy was ineffective, and we needed to identify a successful strategy quickly.

Strategy

Despite failing to drive sales leads, the initial campaign was effective at driving relevant traffic to the site. Using search query reports, Anvil was able to identify additional keyword themes around service, leasing, and financing.  Anvil then created new landing pages, promotional offers, and PPC campaigns.

Results

As a result, Foundation Fitness saw an immediate drop in cost per lead.  CPA fell nearly 60%.  Furthermore, Anvil was able to devote the majority of Foundation Fitness’ monthly budgets on effective campaigns – likely further reducing CPA in the future.