Case Study
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Searchlogic gives us more than just clicks or impressions. They can prove the revenue they’ve generated, and that’s a huge difference.
ClearCare is a software technology company that helps home care agencies manage operations, grow their client base and improve their care
Problems
- Needed to increase inbound leads
- Wanted a partner who could prove the revenue it generated
Increasing revenue with a trustworthy partner.
As an early-stage startup in a booming niche, ClearCare needed a fast, cost-effective way of increasing leads to hit its revenue milestones and support the growth of its team.
ClearCare had managed its pay-per-click (PPC) account in the past, but as the scale and complexity of its campaigns grew, it needed a partner who could manage, optimize and report on a large, budget-intensive account. After leading digital campaigns for more than a decade and becoming AdWords certified himself, VP of Marketing Derek Jones knew both the power and the pitfalls of working with PPC partners.
“In an early-stage startup, all that matters is revenue,” he explained. “It’s not enough to show impressions, clicks or Quality Scores. When I present to the CEO, I’m accountable for how I’ve spent our budget and I think any partner should share in that responsibility. Most can’t – or won’t.”
Derek knew he’d found the right partner when Searchlogic jumped at the challenge of attributing for and reporting on revenue.
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Searchlogic said yes immediately,” he grinned. “I asked them for more than what paid media firms typically provide, and they were actually excited that we had the tools to do it.
Solution
- Fully-managed paid media campaign
- Marketing automation and tracking tools connect PPC leads to revenue throughout the entire sales funnel
- Precise lead and revenue numbers shared on weekly calls, which equipped the marketing team with the numbers it needed
Total accountability at an enormous scale
Before launching any campaigns, Searchlogic’s first priority was to make sure that every lead and the resulting revenue could be accounted for throughout every stage of the sales funnel.
That meant connecting ClearCare’s ad platforms, marketing automation tools and eager sales team so that nothing would be missed.
Next, Searchlogic built a process for pulling the data regularly – first from Pardot, then later from Salesforce and HubSpot – and reporting it on an ongoing basis. Together, ClearCare and Searchlogic established a way to segment lists of leads and report on won and lost opportunities lost.
Searchlogic shared the number of new leads, impressions and clicks on weekly calls – as well as how many of those leads were qualified, went to a demo or resulted in revenue.
That level of precision gave Derek’s team the numbers they need and confidence that their investment was paying off.
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It’s extra work for Searchlogic to do those calls and dig through the data, but they do it without pushback; we don’t have to pull teeth. It saves us hours and takes the pressure off of the marketing team.
Results
- ClearCare’s paid media now drives the highest volume of qualified leads of any channel
- Significantly reduced client acquisition costs
- Consistent four to six-month payback period on PPC leads
A new top-performing channel
Within a few months, the PPC campaigns began generating the highest volume of leads and qualified opportunities, outpacing all of ClearCare’s other marketing channels including events, affiliates and Search Engine Optimization (SEO). Additionally, the cost of client acquisition became comparably low and quickly recouped.
“Our payback period is consistently in that six to 12-month range, which is great for our niche and in the top third of any of our channels,” commented Derek. Thanks to Searchlogic’s thorough tracking and implementation, the scale of the account has grown and more budget has been allocated to paid media on the strength of the results.
“Our results from PPC are comparable with those of our sales development reps, and we’ve got a great team there,” smiles Derek. “It makes renewing with Searchlogic the undeniable choice. They can prove their value every month, and that’s why we’ve worked with them for two years.”
The confidence that Searchlogic will get him the data he needs on time and without guesswork is equally important to Derek.
Within a few months, the PPC campaigns began generating the highest volume of leads and qualified opportunities, outpacing all of ClearCare’s other marketing channels including events, affiliates and Search Engine Optimization (SEO). Additionally, the cost of client acquisition became comparably low and quickly recouped. “Our payback period is consistently in that six to 12-month range, which is great for our niche and in the top third of any of our channels,” commented Derek. Thanks to Searchlogic’s thorough tracking and implementation, the scale of the account has grown and more budget has been allocated to paid media on the strength of the results. “Our results from PPC are comparable with those of our sales development reps, and we’ve got a great team there,” smiles Derek. “It makes renewing with Searchlogic the undeniable choice. They can prove their value every month, and that’s why we’ve worked with them for two years.” The confidence that Searchlogic will get him the data he needs on time and without guesswork is equally important to Derek. “PPC is our largest recurring spend each month, so of course that’s the first thing that gets looked at,” Derek explains. “I’ve never felt that I didn’t have my PPC numbers; and I can show high volume number of leads and prove the impact on the business.”
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Searchlogic said yes immediately,” he grinned. “I asked them for more than what paid media firms typically provide, and they were actually excited that we had the tools to do it.
Our results from PPC are comparable with those of our sales development reps, and we’ve got a great team there. It makes renewing with Searchlogic the undeniable choice. They can prove their value every month, and that’s why we’ve worked with them for two years.