Our cost per lead from Google Ads has fallen from around £25 to £11 while the actual amount of leads has doubled. Display advertising costs have dropped from around £2.50 per click to now only £0.08 per click. Overall, our total cost per lead is down from £50 to £8 which is incredible.
We Love Tesla are a Leicester-based business that buys used Teslas from customers across the UK for resale.
When We Love Tesla came to us, they were dissatisfied with their previous agency, which had been achieving a Cost Per Conversion of £26.89 and a ranking position outside of the top 100. The team at DNRG were confident we could easily improve on this and dramatically improved ROI through a multi-channel approach.
Our PPC strategy focused on rebuilding the campaigns to target high-performing keywords and working closely with our SEO team to ensure that landing pages were optimised for both SEO and for Google Ads.
To improve tracking, we also implemented an offline conversion document to ensure that we could track conversions and ensure these were converting into strong leads.
- Focusing on users across Mainland UK
- Overhauling the existing traffic campaign with greater granularity within the account
- Improving conversion tracking using GCLID for offline conversions to ensure that all conversions were attributed correctly and were translating into converted leads
Paid Social Strategy
- Dividing new prospects into interest-based audiences, centred around Tesla and Electric Cars as well as a Facebook lookalike audience featuring people who share similar behaviours and interests to those who have interacted with the WLT website and their social media advertisements.
- Retargeting people who have engaged with WLT’s social media ads and people who have visited the website but have not submitted a quote.
- By splitting these groups into separate audiences we were able to use the results to understand which audience produces a cheaper cost per lead (CPL) and increase the portion of the budget focusing on this group to reduce the overall CPL.
- We also produced a brand new set of creatives to advertise with, removing the least effective ads over time and focusing only on the best performing and then producing more ads based on a similar style.
We were tasked with a website that had never had particular SEO optimisations carried out and we had a fresh slate in terms of strategy and optimisation to rank nationally on Google for Tesla valuation and seller-related search terms.
The target KPI was set – to reach Page 1 on Google for the Value My Tesla & Sell My Tesla search terms by the first 6 months of the campaign.
The main metric in terms of conversions that we would be judged on in terms of campaign progress was quotes given by We Love Tesla’s free online Tesla valuation platform.
We chose the target keywords for these optimisations based on prediction – we looked at industry trends and trends in search metrics from the information we had from the Google AdWords keyword planner tool. This meant that we would be taking a risk in terms of going for these target keywords if we had not carried out this concise research.
We put together a highly concise SEO strategy encompassing all of three pillars of SEO. From the initial technical optimisations, extremely targeted on-page optimisations, the creation of additional landing pages with user experience and search intent in mind and a solid link-building and content strategy – the stage was set for us to build the organic presence for We Love Tesla.
From the off-set, we were facing extremely challenging competitors from major players in the automotive space. For the main target keywords, ‘Value My Tesla’ and ‘Sell My Tesla’, we were competing against well-known companies such as Carwow, Tesla, Motorway, Webuyanycar & Jardine Motors.
PPC Results (Nov ’22 vs onboarding)
- 86% decrease in Cost Per Conversion (£26.89 down to £3.52)
- 753% Increase in Average Monthly Conversions (15 Average Monthly Conversions Vs 128 Average Monthly Conversions)
- 246% Increase in Conversions Rate (12.50% Conversion Rate Vs 55.82% Conversion Rate)
Paid Social Results
- 680 leads since activation – 68 leads per month on average.
- An average cost per lead of £6.98
- Retargeting people who have engaged with WLT’s social media ads is the most cost effective and produces the best ROI.
- Rank 1 for ‘Sell My Tesla’ and ‘Value my Tesla’ – Outranking Tesla itself
- 138% Increase in YOY organic traffic
- 420% Increase in Quotes (828 vs 159)
As a new brand entering a unique sector of the market with an innovative product, it was important for us to align ourselves with a company that also used creative thinking as an approach to marketing. After several meetings with the team at DNRG, we quickly realised their solutions, ideas and work ethic would be a great benefit to our business and could easily be seen as an extension of our marketing department.
Despite operating within a unique segment of the market, our competitors are Nationally recognised and well-established brands with significantly larger marketing budgets. Being a purely online business with no physical presence, it was vitally important for us to establish a multi-platform digital marketing strategy to encompass Social Media, Paid Ads and SEO and blend these strategies together in order to maximise our Return on Investment, a crucial component to us as a start-up company.
Since working with the team at DNRG we have achieved some amazing results and have quickly established ourselves as one of the leading companies within our unique sector, increasing our monthly website leads by 125% and establishing our website as R1 for many of the critical Google search terms.
DNRG’s innovative approach and proven methods have reduced our monthly ad costs leading to a significant increase in website leads within the same operating budget. We look forward to the next phase of growth with the whole team at DNRG and establishing our business as the leading website within our sector. – Chris, We Love Tesla
The team at Digital NRG have been fantastic to work with. They worked hard with us to understand our business before providing a detailed strategy. Once implemented we saw some quick wins. The regular face to face reviews means we can continue to develop and identify opportunities. As a company they are truly one in a million.
We were first introduced to Digital NRG shortly before lockdown. The team at Digital NRG came to see us and really took time to understand our business and what we were looking for with the website and the ongoing SEO support.
In relation to the SEO, Digital NRG nailed what was required and pretty much as soon as we went live, we were getting enquiries through the website. I can’t recommend Jack and the team at Digital NRG highly enough, they really are great to work with.
The work they [DNRG] have done has been a transformation to the business. As a company we have moved online and we are continuing to grow month by month with our online sales. Having started on SEO, they now manage our Google Shopping & Ads since they are always looking to improve the way we get new customers. Year on year, we’ve seen conversion rates increase from 0.85% to 6.05% and their ongoing support and communication is exceptional.
After being introduced to Ian from Digital NRG I knew this was the guy we were looking for to advance our SEO campaign and grow our presence online. Ian and Alex have quickly proven their knowledge in their field which is 2nd to none, proving not only with huge growth in traffic but also there to help with other duties online that may require further in-depth knowledge. These guys are super easy to work with a friendly approach. They are there to support the growth of the business at hand.
A very professional and thorough service with attention to detail, Kian is very easy to work with and is constantly feeding us with information and results of our campaign. Kian goes out of his way to inform us of the latest news and recommendations wherever possible. We feel this service is a vital part of our business and would highly recommend it as a great investment
The work carried out by the DNRG Social team has certainly helped us grow as a business and they have driven an exceptional amount of leads since the campaigns went live. Andrew, Rob and the team are very easy to work with and nothing is too much effort for them.
We have been working with Digital NRG now for a number of years and they have been excellent. We recently have had a new main website built which is fantastic and a second one developed for our new home lift department. The service provided is first class and we look forward to working with you for the years to come as we grow as a business.
I’ve worked with DNRG for several years now, and I’d recommend them in a heartbeat. They manage our full digital activity, from Google Adwords and social media remarketing to SEO, CRM management and email marketing; and they do so for several other brands across our wider group of companies too. We get the majority of our leads from our work with DNRG. They work closely with us to understand our customers and our business, and they consistently keep us up to speed with the latest market insight and best practices for our website. They are experts in their field and our internal teams could never keep at the forefront of digital marketing like they do. The team are a pleasure to work with, down to earth, and explain everything in a simple but expert way. They are a trusted, critical extension of our team.
Digital NRG are fantastic to work with. They have experts in every aspect that makes up your entire digital and online world. Great team communication and very good when translating into a language and a level that us mere mortals understand. They’re very careful with your budget and very quick to react when one direction isn’t quite working. Always keen to make sure you’re getting good value for money. I can’t recommend them highly enough.
‘At The Aerial Man, we specialise in aerial and satellite installations for residential and business customers to receive Freeview and Freesat. We also now offer CCTV and Wifi installations. Working with the team at DNRG, we have established a great presence in the region and have found the best way to communicate with both our new and existing customers.
The DNRG teams are my friends and supporters. They never talk down or throw jargon at me and they are always happy to help. DNRG have some great new products on offer which should improve the way we communicate without customers that we plan on taking up, and we have a very exciting project in the works with them.’
The DNRG team has worked closely with us to understand our business and wide range of products, and this has been reflected within our keyword rankings and the growth of our organic and PPC revenue over the past year. Their communication is brilliant, and they are genuinely a lovely bunch to work with.
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