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RevClick

[ Case study · Traditional Agency ]

Wall Street Mastermind / Google Ads

66% more sales calls at a 43% lower cost per call

An investment-banking career coaching company was getting most of its paid results from people already searching its name. We rebuilt the account so the budget went after new demand.

Sales call volume
+66%
Cost per sales call
-43%
Revenue attributed to Google Ads
+26%

Same quarter, year over year, measured in the client’s own attribution system. Total ad spend was slightly lower (-5%).

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[ The challenge ]Brand searches were hiding the real picture

Between 80% and 90% of conversions came from branded searches mixed into broader campaigns, so it was hard to see what was bringing in new prospects. A video campaign was producing calls at several times the cost of the rest of the account.

[ What we did ]Separated brand, rebuilt non-brand, cut the waste
  • Moved branded keywords into their own campaign so non-brand performance could be judged on its own
  • Rebuilt non-brand search around three themes (internships, careers and competitors), each with a matching landing page
  • Shut off the video campaign that was producing the most expensive calls and moved that budget into search
  • Added tracking for booked strategy sessions so campaigns optimize toward calls, not clicks
[ The result ]More calls for less money

Sales calls from Google Ads rose 66% year over year while cost per call fell 43%, on slightly lower spend. Revenue attributed to Google Ads rose 26%.

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