Products
- PPC
- Analytics
The Challenge
The marketing team at Polston Tax was unhappy with the number of unqualified leads coming in. So much so that they were entertaining the idea of shutting things off
The Solution
- Setting up end-to-end tracking between Hubspot, CTM, Google sheet and Google Ads
- Importing the qualified and unqualified leads to the platform
- Using campaign-specific goal settings to bid towards qualified leads, website lead submission, and qualified phone calls
- After a couple of weeks of the implementation, we started to optimize and clean up the keywords
- After two months of data, we began to pause the keywords with high costs for MQL
The Results
- The number of MQLs jumped from 5.7% in June to 19.6% in August.
- The cost per MQL dropped by 42.9%.
- The number of unqualified leads decreased by 62%