With the merger of our client’s competitors, Gruen Agency saw a golden competitive opportunity. The merger was causing worry among customers about the stability of their providers; we recognized that interest in switching providers would be higher than normal. In response, we elevated our competitor campaign with right-time messaging speaking directly to the business owners. We understood the customer’s pain points in this unique climate and cleverly addressed them in our ad text. In so doing, we commiserated with the searcher, as if standing alongside them. The idea was to point to the competitors’ weaknesses and position our client as the answer.
Our strategies had the cumulative effect of tremendous results and rapid growth. We lifted year-over-year conversions by 74 % and doubled call volume 106%, all while reducing costs. We slashed CPA by over $41, reduced CPC by 27% and our dollars went further across the board, earning more clicks and impressions with a higher conversion rate.