Decrease in cost per entry
Increase in Meta lead conversions
Conversion rate increase from
enquiry to fertility cycle
Caravel Media investigated the Google Search account for Rainbow Fertility, an initiative of City Fertility and Australia’s first dedicated LGBTI+ fertility and IVF service provider. Caravel Media identified poor structure of the account and found that it was not online with best practice.
We restructured the Google Search account to allow us to increase lead numbers and reduce the cost per lead. Through regular bid adjustments and identifying the audience most likely to covert, we were able to significantly increase lead conversion rates.
We recommended removing Meta lead forms due to poor lead quality. Meta ads were bought on engagement, so they were paying for users who stayed on the site. By pushing the client to the website for lead forms and not allowing users to create a request on Meta, leads were more educated and thus higher quality.
Newsfeed and story placements across key social platforms drove cost efficient contest entries which we optimised using first party data and lookalikes to bring the cost per entry down to an extremely low investment. These campaigns added an extra 7000 potential voters which helped Your Mates increase two places to the third hottest craft beer in Australia.