The challenge.
When a later life specialist lender asked us to help build a pipeline beyond referrals, we set up a simple, low cost system. It was a dedicated landing page with a mortgage calculator and enquiry form, backed by a tightly managed Google Search campaign. We ran it as a three week test to see what the market would give us.
The forecast.
Our proposal set a monthly forecast for the entry level package (£400 ad spend) of around 72 visitors and 4 to 5 leads.
The results in three weeks.
- 852 clicks to the page, almost 12 times the monthly visitor forecast
- 16,667 ad impressions
- 5.1% click through rate, well above the typical benchmark for financial services search
- £0.26 average cost per click
- 20 mortgage calculator leads, plus a direct enquiry through the website form
- £217.97 total spend
What it means.
Over three weeks, spending just over half of a single month’s entry level budget, the campaign delivered four times the leads we forecast for a full month. The cost per lead came to roughly £11. At forecast levels it would have been closer to £90.
Every lead came from someone actively searching for mortgage help and choosing to put their details into the calculator. These are people who are ready to talk to someone, not cold contacts.
