SEM: Lead Generation
➡️ Brief
Agency: DAC Group (Louisville, KY)
Role: Sr. SEM Specialist (2018-2020)
Client: GE Factory Service
📝 Strategy
Channel: Search (Google/Microsoft)
Budget: $2M/year
Ad Hoc: Social/Gmail/Groundtruth ($200K/summer)
📈 Opportunities
Increase in search queries around "Appliance Repair"
Pivot to mobile trend and local demand for repair services
Outdated campaign optimizations
🏆 Results
+39% Leads (2018 vs. 2017)
+17% Leads (2019 vs. 2018)
Average CPL maintained at $5.98
Lead/CPL Growth by Quarter
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Posted Aug 17, 2021
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