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How we grew Konica Minolta's AdWords leads 285% while cutting cost per lead

A globally recognised print brand, yet its AdWords account produced few leads at a high cost per acquisition. A full account overhaul lifted year-on-year leads 285% and conversion rate 181%, and cut cost per lead 147%.

I Want Results Like This Results in a few months
A hand operating the touchscreen on a Konica Minolta multifunction printer
285%More leadsYear on year
181%Conversion ratevs previous year
147%Lower cost per lead
01

The problem

Konica Minolta is a market leader in integrated print hardware and software, globally recognised for award-winning products. None of that was showing up in AdWords, where the account was delivering a low number of inbound leads at a high cost per acquisition.

Konica Minolta came to Local Digital with a simple brief: find a way to get more leads out of AdWords while bringing the average cost per lead down.

What we were up againstLow volume of inbound leadsHigh cost per acquisitionBudgets inefficiently allocated across campaignsAd copy and extensions not matched to the query
Konica Minolta Australia's office printing products page at the start of the campaign.
Konica Minolta Australia's office printing products page at the start of the campaign.
02

What we did

A review of the existing AdWords account made it clear a complete overhaul was needed, starting with extensive analysis of the historical data to see which keywords converted and which didn't. From there we rebuilt the structure, the ads, the targeting and the bidding.

1Restructured campaigns and budgetsThe campaign set-up was rebuilt so budgets were allocated more efficiently, with device-specific bidding, day-of-week budgets and revised bid strategies.
2Cleaned up the keywordsConverting and non-converting keywords were identified, irrelevant terms removed, the negative keyword list expanded, and missing keywords added to the account.
3Refreshed every ad and extensionAll ad copy was rewritten to be more specific to the user's query, and every campaign and ad group was given relevant extensions.
4Improved the landing pagesExisting landing pages were improved, with ongoing tests of new pages and offers to keep lifting conversion rate.
A dedicated trade-in offer landing page with a short enquiry form, built to convert paid traffic.
A dedicated trade-in offer landing page with a short enquiry form, built to convert paid traffic.
03

The results

After only a few months on the new account structure the difference was obvious at Konica Minolta's end: the account was finally performing and leads were arriving constantly. Year on year, leads increased 285%, conversion rate rose 181%, and cost per lead fell 147%.

Sales enquiries, January to May 2018 under Local Digital, against the same period in 2017 under the previous agency.
Sales enquiries, January to May 2018 under Local Digital, against the same period in 2017 under the previous agency.

We continue to proactively optimise the account, test new landing pages and offers, and roll out new strategies, which keeps improving performance and getting more out of the advertising spend.

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