Adlucent’s Paid Search Strategy Drives More Bookings

Testing strategy captures greater demand across new customers at reduced cost

01

The Challenge

A national pet retail and services company was experiencing a decline in leads generated for pet vaccination appointments after implementing a new booking funnel that combined vaccination inquiries with vet hospital appointments. The company approached Adlucent seeking a strategic solution to increase vaccination lead volume without affecting lead traffic for vet hospital services.

02

How Adlucent Helped

Adlucent recognized that the current customer profiles for those looking for vet hospitals and vaccination services were largely the same but that the appointments they booked differed based on external factors like location and availability. We had seen success utilizing Performance Max campaigns for vet hospital appointments in the past, so we created a new custom conversion action to allow for unified optimization toward both appointment types. We aligned assets, targeting, and creative for this new combined buyer persona to maximize performance.

03

The Result

By improving the Performance Max algorithm signals and increasing the overall data set while also taking advantage of the new streamlined booking funnel the client instituted, we generated 85% more vaccination leads in this new combined campaign and increased vet hospital leads by 7%. All while decreasing the CPA by 28%.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.