Monthly Leads Up 165% For Tax Consultancy Practice.

Campaign Type:

Lead Generation

Industry:

Accounting

Location:

Channels:

Meta Ads, Google Ads

We were retained by a small Tax Consultancy Practice based in the UK. They specialise in providing personalised financial guidance to SME’s across business sectors. Despite their high-quality service, the firm was encountering difficulties in lead generation, managing only 20 leads per month from Facebook, with a costly £150 cost-per-acquisition (CPA). Their click-through rate (CTR) stood at a mere 0.9% with a conversion rate of 1.8%, figures that highlighted significant inefficiencies in their online marketing strategy.

How we did it.

The primary goal was to transform The Solo Tax Consultant’s digital presence by:

Doubling the lead generation to at least 40 leads per month.
Halving the CPA to £75.
Enhancing the CTR to 1.5%.
Increasing the conversion rate to over 3%.

Strategic Approach

Meta:

Audience Optimisation:

We refined their audience targeting strategy by implementing custom and lookalike audiences to identify and engage profiles most likely to convert. This approach helped in reaching a more relevant and responsive audience.

Ad Content Innovation:

Carousel and video ads were strategically employed to enhance user engagement. These dynamic formats are more effective in capturing attention and driving action compared to static images.

Creative A/B Testing:

We conducted A/B testing on various ad elements such as headlines, images, and call-to-actions to determine which combinations resonated best with the target audience, leading to higher engagement and conversion rates.

Scheduled Posting:

Ads were timed to coincide with peak engagement times identified through analytics, ensuring maximum visibility and interaction from potential clients..

Google Ads (Display Network):

Contextual Targeting:

We leveraged GDN’s powerful contextual targeting to place ads on websites frequented by potential clients interested in financial planning and tax advice. This precision targeting ensured that ads were shown to the right audience at the right time.

Remarketing:

Implemented to recapture the interest of visitors who had previously engaged with the client’s website but had not converted. By reminding them of the Solo Tax Consultant’s services at critical decision-making moments, we significantly increased conversion chances.

Keyword optimisation:

We enhanced ad visibility by optimising for high-intent keywords related to tax consulting and financial planning, increasing the relevancy of ad placements.

Ad Extensions:

Utilised ad extensions to provide additional links to specific pages on the client’s website, such as contact forms and detailed service descriptions, facilitating easier access for potential clients and improving user engagement..

Conversion Rate Optimisation

Streamlining the Booking Process:

The consultation booking process was optimised by reducing unnecessary steps, making it quicker and easier for potential clients to schedule appointments.

Incorporation of Social Proof:

We added testimonials and case studies to the booking page to bolster credibility and reassure potential clients of the quality and reliability of the service.

Optimised Landing Page Copy:

We improved impact statements and splash page copy to make the benefits of the client offering clearer.

Conclusion.

The strategic overhaul of The Solo Tax Consultant’s digital marketing campaigns not only revitalised their lead generation efforts but also enhanced their market positioning. This case study exemplifies our agency’s expertise in navigating the complex landscape of online marketing and driving substantial business growth through tailored digital strategies.

This case study, while not exhaustive, highlights some of the effective strategies we’ve implemented to enhance lead generation at a lower cost. Our approach demonstrates that success often results from a series of small, strategic changes across the marketing funnel that collectively achieve significant improvements in lead quantity, cost efficiency, and conversion rates.

Our initial engagement began with a detailed Digital Marketing Audit, a tool we’ve refined over 20 years helping us to pinpoint client’s strengths, weaknesses, and untapped opportunities.

If you want to see what value we can provide for your business then drop us a line. No strings attached, just insights.

Results.

165%

lift in monthly leads (to 50 p/m)

60%

increase in ROI

50%

decrease CPA (to £70)