The Problem
Lippincott® HCP Access requires Results leads in a niche market with low search volume keywords.
B Squared Media was tasked with finding and testing multiple keywords to ensure their Google Ads produced an acceptable lead volume.
B Squared Media works closely with our advertising team to monitor industry trends and to keep the campaigns humming along efficiently with our cost per lead top of mind.
Aaron Kripke
Senior Manager of Lippincott® HCP Access
Wolters Kluwer
The Solution
Our approach was two-pronged: closely monitoring nonperforming keywords, while allowing high-performing keywords to be optimized for lead conversion. We continually tested and optimized the keywords to reduce the overall cost per lead.
Our Approach:
Paid media results…
Through B Squared Media’s Paid Media Management Services, the client saw a 166% increase in leads, from 82 (in 2020) to 218 (in 2021).
82
0
Leads
0%
Increase in Leads
$59.98
$59.98
Cost Per Lead
0%
Cost Reduction
… while reducing costs.
Wolters Kluwer’s cost-per-lead was $59.98. We cut that to nearly one-third, down to $20.15 per lead, a 66.4% reduction.
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