Account management for UK based digital agency

Google Ads: Spends range from £25k-33k a month

The cost per lead varies from £60 to £80.

Account structure: Goal - 400+ form submissions monthly

Services targeted - Web design, SEO optimisation, PPC

Budget allocation - 25% to SEO, 70% to web design, 5% to PPC

Separate campaigns for each service

City specific campaigns with dedicated LPs

Campaign targeting informational keywords like quote/cost for web design

Industry specific campaigns with relevant LPs

Brand campaign with minimal budget

Bidding strategy tests whenever CPA/CPC exceeds predefined thresholds

Consistent optimisations for lead quality & lower CPAs

December is usually a slow month since it's holiday season. The spends & leads decrease year end but are compensated in January where we hit the highest 486 leads.

The CPA has been fairly decent & consistent through the year.

Lead numbers have fluctuated in correlation with the budget spent. The numbers have gradually gotten better by August 2023 hitting 430 leads which has again dropped in September to 407 due to LPs A/B testing.

A new landing page test in September resulted in an improved conversion rate of 6.3%, compared to 5.18% in July.

Lead to customer rate is 20%

Spends range from £5k-6k a month

The cost per lead (CPL) is comparatively lower than Google Ads, ranging from £50 to £70.

Account structure: Goal - 70+ form submissions monthly

Services targeted - Web design, SEO optimisation, PPC

Budget allocation - 40% to SEO, 60% to web design

Bing Ads exhibit a similar trend as Google Ads, with a slowdown in December followed by an upturn in the new year. It reached 106 leads in February 2023 and 86 in April 2023.

Bing was not a priority channel and had low budgets, primarily due to the observation of spam leads inflow. The conversion rates were also lower around 2.5%. The client no longer advertises on Bing.