How to Turn a $2M PPC Budget into $18M Earned Revenue

“Integrating the WhatConverts initiative significantly contributed to the client’s success and benefited our ability to support and reach their goals.”

Case Study

• Agency: Midsummer Agency
• Client: Luxury Home & Garden Decor
• Software: WhatConverts

The Challenge:

Money. It’s the solution to—and cause of—most of life’s problems. Money’s a double-edged sword in PPC too. You can blunt-force your way to more clicks with a bigger budget and aggressive bidding strategy. But higher spending can also weigh down campaigns with waste. The result? Higher CPL, lower ROI, and fewer customers for the budget you’ve got.

Reducing waste and boosting PPC efficiency was at the top of Midsummer Agency’s to-do list. Their client, one of the largest home and garden decor brands in the country, was spending more than $2 million per year across Google and Bing Ads. They also had a complex business model, bringing in a mix of e-commerce purchases, phone call leads, and a variety of other conversions.

To maximize their client's ROI, Midsummer needed to increase new revenue while maintaining the same budget by:

1. Pinpointing which campaigns produced the best leads
2. Allocating budget away from low-performers and toward high-performers

The Approach:

“With enhanced tracking capabilities, we were able to allocate more budget and increase traffic volumes in the campaign responsible for generating the majority of phone calls, consequently driving higher phone sales.”

For the e-commerce side of their client’s business, finding which campaigns produced sales was straightforward. But for every other conversion type—especially phone calls—attribution was trickier.

With WhatConverts, Midsummer Agency could fill this attribution gap. Not only could Midsummer tie calls back to the campaigns that produced them. They could also unlock valuable lead data on each caller, like:

• Who they were
• What products they were interested in
• Which website pages they visit before and after converting

This lead data allowed Midsummer to separate the qualified, valuable leads from the low-value or spam calls and measure campaigns by real success metrics like revenue earned. Furthermore, they could easily grab PPC optimization insights from the built-in reporting:

With these insights, Midsummer Agency had the data they needed to confidently move budget away from low-performers and toward high-performers.

The Result:

“We have had some notable accomplishments, including a remarkable 6% increase in transactions and a 5% rise in revenue compared to the previous year, hitting $18M in revenue from paid media campaigns.”

The strategic approach was an incredible success.

In addition to other PPC optimizations (reducing spend on weekends, targeting locations based on seasonality, etc.), Midsummer Agency was able to increase efficiency across campaigns and surpass growth goals. These wins amounted to 1,000 new transactions, an added $500,000 in new revenue, and an impressive 900% ROI, resulting in $18 million in revenue.

Needless to say, the client was exceptionally happy, and their PPC campaigns are now running more efficiently than ever.

Results Highlights

• Earned $18M PPC revenue from $2M ad spend (900% ROI)
• Boosted total transactions by 6% (+1,000 transactions)
• Grew new revenue by 5% (+$500,000)

Want to see what kind of ROI you can achieve? Start your free 14-day trial of WhatConverts today!