How Wize Mentoring gained more conversions and reduced cost per lead by 66%

Meta Ads CPL : Decreased from ~$16 to ~$8.

Google Ads Conversions : Increased to +372.67%.

Google Ads CPL : Reduced by 35.64%.

Google Ads CTR : Increased to +84.32%.

Wize Mentoring faced:

• Tracking Issues: Inaccurate data prevented precise campaign measurement.
• Targeting Gaps: Audience targeting failed to reach the right prospects.
• Limited Campaign Variety: Lack of diversified campaigns hindered testing and optimization.

1. Enhanced Tracking: Improved data accuracy for better performance measurement.
2. Optimized Targeting: Researched audience interests and behaviors, refining job title and employer-based targeting.
3. Remarketing: Re-engaged past visitors to maximize conversions.

• Tracking Optimization: Switched the optimization event from "Lead" to "Subscribe," reducing CPL by 16%

• Targeting Refinement: Focused on specific interests (e.g., Bloomberg, QuickBooks) and job titles (e.g., Chief Accountant).

• Lookalike Audiences: Tested variations to identify top-performing segments.

• Remarketing Campaigns: Consolidated ad sets, achieving a CPL of ~$8 with 1,270 leads.

• Ad Creatives: Ads featuring real books performed best.
• Top Ads:

1. Ad 1: 2,494 leads at a CPL of $9.25.

2. Ad 2: 593 leads at a CPL of $9.98.

• Performance Max Campaigns: Launched after gathering sufficient conversion data, leading to:

+372.67% conversions

-35.64% CPL

+84.32% CTR

• Key Factors:

1. Separated asset groups per lead magnet.
2. Enhanced asset quality.
3. Used Google’s best practices, including custom audience segments and first-party data.

B

Brenton Ward

CEO, Wize Mentoring

Digital Marketing for Accounting Community Website

They have a very thorough process for understanding the objectives and testing what will work and what will not.

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