Catering Leads – Catering Service
61% ROI gain in less than 5 months…
20% more enquiries for 34% less cost – a compounded gain of 61% in only 5 months.
Jeff Vaele, Managing Director
All Suburbs Catering
Objectives
- All Suburbs Catering is one of Sydney’s largest and most experienced catering companies. They cater for a full range of events, from 20-person private parties to 2000-person corporate functions.
- Google AdWords had been a good source of web enquiries for All Suburbs Catering, but costs had steadily risen over recent years as a result of bid inflation and more competitors coming into the market.
- All Suburbs Catering’s chief Catering Expert Jeff Veale approached Marketing Results with the brief of generating more online enquiries at lower average cost in order to keep growing the business while keeping a lid on ad budgets.
How the objectives were achieved
Marketing Results employed a combination of analytical methods and effective direct marketing methods to understand more about user behaviour and generate more enquiries for significantly lower average cost:
- Used Google Analytics to track and report on user behaviour in more detail
- Installed Google AdWords conversion tracking to identify non-productive ads and keywords
- Tested multiple ads to significantly reduce average cost per conversion
- Multivariate testing of headlines and body copy on key conversion pages
- “Heat map” analysis of key contact forms to troubleshoot and streamline the application process
Key Results
- Lead volume increased by 20%+.
- Google AdWords expenditure reduced by 34%.
- Average cost per conversion slashed by 61%.
All Suburbs Catering Managing Director Jeff Veale says…
“20% more enquiries for 34% less cost – a compounded gain of 61% in only 5 months”
“As our online marketing budgets rose I realised that we needed additional input to control costs while keeping the leads flowing.”
“Over a period of several months Marketing Results optimised our Google AdWords accounts and made specific changes to our website landing pages and enquiry capture process, reducing average cost per enquiry by 34% while increasing enquiry volume by 20% – a net gain of 61%.”
“If your online advertising costs are spiraling out of control or you simply want to get a better return on investment from your website, I recommend that you speak to Marketing Results.”
This Marketing Case Study has been approved
by All Suburbs Catering.
