The Challenge
Apollo Patios, a provider of patios and carports, sought to scale its operations by significantly increasing the volume of qualified leads. However, the company faced mounting challenges in achieving this growth cost-efficiently. The cost per lead (CPL) was rising steadily, and existing marketing strategies were not delivering the desired results. Apollo Patios needed a solution that could not only boost the volume of leads but also ensure sustainable CPLs, while maintaining or improving conversion rates.
The Solution
To address Apollo Patios’ challenges, our team at ODM implemented a multifaceted strategy centred around optimizing social media advertising, refining lead generation processes, and revamping landing pages.
- Landing Page Optimization: We designed and deployed highly targeted landing pages aimed at increasing the conversion rate of visitors to leads. These pages were optimised for user experience (UX) and conversion rate optimization (CRO), featuring clear calls-to-action, engaging content
- Restructured Account Setup: We overhauled the social media advertising account structure to allow for more granular targeting and tracking. This included creating distinct categories for different types of leads:
- Web Leads: Direct inquiries captured through the Apollo Patios landing pages.
- Lead Gen Ads: Social media ad formats designed to capture leads directly within the platform, minimising friction for users. Various tests were conducted to improve lead quality.
- Lead Gen Add-On: Complementary campaigns aimed at expanding the lead gen ad onto the landing pages. This was a beta activity in collaboration with Meta (Facebook).
- Cost Efficiency and Spend Management: By implementing these strategic changes, we were able to focus on high-performing audiences and creative assets. This approach not only improved
198%
Increase in leads
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43%
Improved Conv. Rate
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24%
Drop in CPL
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The Results
The results of our strategy for Apollo Patios were transformative. Using a year-on-year comparison, we achieved the following milestones:
- Improved Conversion Rate: Our landing page optimisation efforts led to a 43% increase in the conversion rate, making it easier and more appealing for potential customers to take action.
- Reduced Cost Per Lead: The refined account structure and targeted campaigns resulted in a 24% reduction in CPL, ensuring leads were generated more cost-effectively.
- Increased Lead Volume: After stabilising the CPL and conversion rate, we strategically increased ad spend. This approach led to a 198% increase in total conversions over the financial year. By maintaining cost efficiency while scaling, Apollo Patios experienced exponential growth in lead generation.
Conclusion
Through a combination of strategic landing page optimisation, account restructuring, and targeted advertising, Apollo Patios successfully overcame its challenges and achieved significant growth in lead volume. This case study underscores the importance of a data-driven, iterative approach to digital marketing, showcasing how businesses can scale effectively while maintaining cost efficiency. Apollo Patios is now better positioned to meet the growing demand for its products, driving sustainable business success.
“The ODM team delivers exceptional service as a reliable and valuable resource for Apollo. With expertise in managing lead generation campaigns on Google and Meta across QLD, NSW, and ACT, the team navigates the complexities of multi-location campaigns, distinct product offerings, and budget considerations seamlessly.
Campaign performance has exceeded expectations, achieving an impressive 198% year-over-year growth in social media lead volume.
The team’s responsiveness and proactive approach ensure swift adjustments, keeping us informed with up-to-date performance metrics and conversion rates. Their insightful analysis and clear, accessible explanations of Google and Meta strategies drive our business forward.
Choosing to work with ODM for their significant experience in multi-location and category-relevant campaigns proved to be an excellent decision. Highly recommended for managing digital marketing activities.”
Mel B
Head of Marketing
