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NEW CUSTOMER ACQUISITION WITH PPC
The Challenge
Virtual Landline is a VOIP telecoms provider, operating in a highly competitive market, with a mix of the big players such as BT, Vonage, Virgin, Skype and along tail of over 50 challenger brands. PPC growth had reached a plateau with their previous agency, so Virtual Landline challenged Adfabric to supercharge their growth by 50%. With an increasingly aggressive competitive backdrop – including big above and below the line spend from BT promoting their own VOIP solution, this was no mean feat!
The Supercharging
To reach Virtual Landline's core audience at scale, we leveraged both search and PMAX (Performance Max) which enabled us to target at scale our audiences across Google’s huge media ecosystem. We step changed the account structure to align with modern search best practices, got proper copywriters to craft harder working ads, plugged in best in market search management tech, which was navigated by our super experienced team to ensure ongoing optimisations at a macro and micro level.
Weekly strategy calls with the client enabled us to align strategy with business performance, to share key performance data, discuss & agree creative, keyword & landing page AB testing.
The Results
We hit our 50% incremental new customer target within just 1 month of activating our growth strategy – whilst maintaining within target CPA (previously this was deemed unfeasible).
By early 2024 we achieved over 3x growth! Ad CTR’s increased 39% with improvements from copy changes.
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Overall account CPA reduced by 28% YoY, despite increased CPC’s due to more aggressive competitor activity.
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Our campaign was awarded Silver, for Best PPC Campaign (B2B) at the UK Digital Growth Awards, 2024.