Situation.
After multiple attempts at other agencies failing to meet their goals, Skinfluencer came to Pennock wanting quality leads to their business, but it took more than just a type of campaign. Skinfluencer was searching for a marketing strategy that would ensure long-term growth with high-intent leads.
We assessed their needs and came to the conclusion that the three critical goals include: lowering their cost per lead, increasing website engagement and driving more qualified leads. With these goals placed, we took on the challenge to help their skepticism to a custom media plan with solutions that would restore their confidence and bring impactful results.
Objectives.
The objective was to achieve a blended 5x return on ad spend (ROAS) from our paid media campaigns while scaling budgets to maximize overall top-line revenue. By optimizing performance and strategically investing in high-performing strategies, we aimed to drive significant growth for the business.
Our Approach.
We optimized landing pages for each service and launched new campaigns aimed at generating broader awareness and consideration, utilizing strategies like Google Performance Max and Meta broad audience campaigns, all with geo-tags for targeted reach. By iterating the ad copy to better resonate with our target audience, we saw a notable increase in click-through rates (CTR).
In the first month of our service, our campaign achieved an impressive average cost per lead (CPL) of $16.75, reflecting a 65% reduction compared to the previous period. Additionally, our awareness campaign resulted in a 48.7% increase in website sessions and a 39.1% boost in website leads, demonstrating the effectiveness of our approach in driving engagement and conversions.
Services Provided.
Our campaign planning established a strong foundation, supported by effective media management. As the campaigns progressed, we implemented in-flight optimizations for real-time adjustments and continuously analyzed performance data. This ongoing analysis and insights allowed us to refine our strategies, driving better results and enhancing overall effectiveness.
Results & Impact
The confidence was restored, after 30 days our paid media efforts exceeded Skinfluencers expectations and saw a boost in their key performance metrics. The results included a 65% reduction in Cost Per Lead, bringing it down to a $16.75 average in comparison to previous efforts. The website traffic increased in sessions by 48.7% through our awareness campaigns and qualified leads spiked to 39.1%, it was clear that we found a formula that ensured long-term results and a trusted partnership.
Pennock is grateful for the positive attitude and openness Skinfluencers still had left. Skinfluencer is now open to expanding their paid media budget and have ventured into new marketing platforms. We believe this partnership is a testament to the power of strategy, collaboration and trust. Today, their growth is still growing and we’re proud to be apart of it.
Key Results.
-65% CPL
Decreased CPL by -65% compared to the previous period
+48.7% Traffic
+48.7% increase in website sessions
🡱+39.1% Leads
+39.1% improvement in website leads