Lightwire Case Study

Lead Generation for Rural Broadband Provider

250% increase in phone calls from AdWords & Facebook campaigns

Background

Lightwire provides fast rural broadband in the Waikato & Bay of Plenty regions. When we took over their Google AdWords and Facebook campaigns from a previous digital media agency, their sign ups had been declining and their online advertising wasn’t generating enough leads each month. We found they were measuring vanity metrics for their campaigns (such as impressions and clicks), showing ads to poorly targeted audiences in the Google Display Network and tracking conversions inaccurately.

The Challenge

The challenge was to lift their AdWords and Facebook performance in the highly competitive market of internet service providers and ensure ad spend was tracked through to a measurable return on investment (ROI).

What was done

We started by clearly identifying which conversions were closely tied to customer acquisition and implemented tracking to provide clear measurement of those. We conducted thorough audience and keyword research, and then proceeded to setup the new campaign structure and optimise it for increased conversions. We implemented call tracking to track phone calls from AdWords and Facebook campaigns.

Results

With accurate conversion tracking in place, Lightwire now had a clear picture of the numbers of leads generated by the pay-per-click campaigns, and we were able to optimise the campaigns for maximum return on investment.

In this way, we increased the overall number of leads received by the client, which in turn resulted in more business revenue. Over a six-month period, we increased the average number of phone calls per month from their pay-per-click advertising by over 250%.

Building on this success, we continue to work with Lightwire, constantly testing and innovating to run high performance campaigns, helping their business grow in a highly competitive market.