Case Study: 2.5× more enquiries for a specialist services provider
+152%
form submissions
−57%
cost per submission
+8%
ad spend
+152%
form submissions
−57%
cost per submission
+8%
ad spend
Specialist services sell to a narrow audience: people actively searching for a specific solution. Reach alone is not the goal; enquiries are. So we judged the campaigns by the two numbers that matter at this stage: how many visitors submit a form, and what each submission costs.
THE CHALLENGE
Turning specific search intent into measurable enquiries.
The provider offered several specialist services, each attracting different searches and producing different results.
An account-wide average could show overall performance, but decisions about individual services required more detail. We needed visibility into where the budget was going, which campaigns generated inquiry submissions, and what those submissions cost.
The objective was to increase recorded inquiries while improving the efficiency of the advertising investment.
WHAT WE DID
Giving each service and search type a clear focus.
We organised Search campaigns around individual services, giving each its own keywords, budget and performance data.
In Q2, we also introduced dedicated campaigns for branded and competitor searches. This allowed us to assess those search types separately from the service campaigns.
That distinction matters when interpreting the results. Searches for a provider’s name represent a different type of demand from searches for a service or an alternative provider.
The account generated 47 additional form submissions in a single quarter, while the cost per submission more than halved.
What it means for the client: The provider received a higher volume of recorded inquiries for a modest increase in advertising investment. The campaign breakdown also provided a clearer basis for future budget decisions: which services generated inquiries efficiently, where costs remained higher, and how branded demand contributed to the account’s overall performance.
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