Project Detail
The Money Hub PPC for Lead Generation
Improve lead generation with a focus on adverse remortgages and bridging loans
Campaign Improvements & Highlights
PPC Remortgage Leads
100% Increase over short period of time in leads generated targeting only remortgages and customers with unusual circumstances
Reduction In CPC
Keyword and Quality Score improvements meant the lead increase came with the benefit of a 25% saving in cost per click
ROI Improvement
Optimisation and focus on leads that write to business meant a significant improvement in lead conversion to sales and ROI
PPC Bridging Finance Leads
The client targeted a new area; bridging finance for property development and auctions. We’ve driven a 100% lead increase here
The Project Brief
The client is a financial services company specialising in mortgages and other property related financing. Services are provided remotely over the phone and online with customers working with a personal broker to secure appropriate finance.
The client’s central focus was to improve leads from clients searching for remortgages. They were looking for a cost-effective solution that would provide quick results. For this reason, they didn’t want a completely new website, which would take time to research and build, preferring to work with the website they had.
It was important that any leads generated were pushed into the client’s existing CRM system and delivered straight to existing business emails and telephone numbers.
The client later extended the project to include leads for bridging loans, targeting in particular commercial, property and auction finance customers.
Client
The Money Hub are a specialist financial services company focused on property-related products such as mortgages and bridging loans. Mortgage advice and services centre around niche areas such as buy to let mortgages, bad credit mortgages and remortgaging. The company provides additional support around property development, helping businesses and individuals to secure financing for a range of development projects. Areas that the company operates in include build to rent finance and funds for commercial to residential conversions.
The Solution
As the client wanted to keep their existing site the solution was to create a microsite to host landing pages for targeted PPC advertising. The microsite was home to entirely rewritten and redesigned pages. The copywriting process included comprehensive competitor ad keyword research.
PPC ad campaigns and the lead funnels were developed to focus on remortgages, and the customers level of adverse/risk, and later bridging loan customers. Ads were A/B tested to identify which were the most effective. Once running the ads were tracked and the results analysed. The results of this analysis were used to further improve and refine targeting of the ads.
Every area of work was subject to ongoing optimisation to ensure that improvements continued.
The Results
The following improvements were seen by the client:
- 100% Increase PPC Remortgage Leads
- 25% Saving PPC CPC
- 25% Improvement in conversion & ROI
- 100% Increase PPC Bridging Leads
Web microsite design and development. Google Ads and Bing Ads campaigns management, optimisation and monitoring. Content and copy production. Lead generation, tracking and optimisation.