Digital marketing

Summit – Bing Ads Case Study.


Earlier in 2015 the Bigger Boat were tasked with re-designing Summit Training’s website. Since this time, The Bigger Boat has been working on a digital marketing strategy to increase traffic & leads. The strategy involved working on several digital channels to help achieve these goals – this included: SEO (keyword research, technical on-page optimisation and off-page content marketing), paid advertising (primarily through Google, Bing & social media) and regular email marketing campaigns to data captured via the website.

The Solution

Initially, the main focus was to begin increasing traffic to the Summit site. Using our carefully selected set of keywords, we set up a Google AdWords & Bing paid search campaigns.

Return on Investment

Both Google & Bing began to drive traffic and more importantly leads for the business – interestingly, the average conversion rate comparison from both platforms was positive; as a general rule of thumb, we would be aiming for a minimum conversion rate percentage of 2%. Over the course of 2015 the conversion rate from Google was 2.67% – The percentage conversion rate from Bing was double that of Google – 4.85%.

Although the conversion rate percentages were higher than our target – we needed to carefully investigate the actual quality of leads. by default, both platforms will tell us how much traffic has turned into leads and at what percentage – but we needed to go a step further to analyse the actual leads coming via the contact form and whether they turned into direct business. After analysis of leads to actual business via Bing Ads the platform returned a £6,750 investment from an overall spend of £131.39. Giving the client an ROI of 5,000%

Both platforms continue to drive new business leads; however, we have found that Bing is driving more qualified leads than Google at a cheaper cost per click and a higher conversion rate percentage. If you are interested to find out more how you can drive more traffic and leads via your website – contact us for a chat!

Written by Andy McCaul
Co-founder and digital marketing guru Andy ensures all our projects are in shipshape and that we generate the best return on investment for clients.