Lead generation for consulting business - from $1.2/lead

About the project

The company 24householdstaff.com provides services for searching and selecting professional household staff: nannies, housekeepers, cooks, gardeners, drivers.

It specializes in work in the regions of France, England, Spain, UAE, Austria, USA (Philadelphia, California, New York).

The goal of the advertising campaign was lead generation to attract applications for hiring household staff for families.

Progress of work

The work on solving the lead generation task was built completely from scratch – starting from the stage of setting up and further managing the advertising campaign.

Therefore, considering the information provided in the brief, posted on the website, competitor analysis, and statistics of key phrases, as well as the approved scope of work, it was decided to conduct parsing of the complete trail of the following key phrases using Keyword Tool:

looking for a nanny
find a nanny
nanny search
nanny selection
required
need a nanny
nanny England
nanny France
nanny USA
nanny America
nanny UAE
nanny Emirates
nanny Austria
nanny Spain
nanny Philadelphia
nanny California
looking for a housekeeper
find a housekeeper
housekeeper search
housekeeper selection
required housekeeper
need a housekeeper
housekeeper England
housekeeper France
housekeeper USA
housekeeper America
housekeeper UAE
housekeeper Emirates
housekeeper Austria
housekeeper Spain
housekeeper Philadelphia
housekeeper California
looking for a couple
find a couple
couple search
couple selection
required couple
need a couple
couple England
couple France
couple USA
couple America
couple UAE
couple Emirates
couple Austria
couple Spain
couple Philadelphia
couple California
looking for a cook
find a cook
cook search
cook selection
required cook
need a cook
cooks England
cooks France
cooks USA
cooks America
cooks UAE
cooks Emirates
cooks Austria
cooks Spain
cooks Philadelphia
cooks California
looking for a driver
find a driver
driver search
driver selection
required driver
need a driver
driver England
driver France
driver USA
driver America
driver UAE
driver Emirates
driver Austria
driver Spain
driver Philadelphia
driver California
looking for a gardener
find a gardener
gardener search
gardener selection
required gardener
need a gardener
gardener England
gardener France
gardener USA
gardener America
gardener UAE
gardener Emirates
gardener Austria
gardener Spain
gardener Philadelphia
gardener California

As a result, for the region of the advertising campaign, lists of phrases were obtained totaling 4770 requests, and after a detailed analysis of the obtained set of requests, a wide list of negative keywords was compiled.

Thus, the setup of the advertising campaign was conducted based on the 202 most suitable and frequent key phrases. Here are some of them:

Considering the obtained set of key phrases for setting up advertising campaigns and the structure of the company's offers, as well as the setup of additional campaign parameters, the advertisements have the following format:

a) Search advertising:

b) Contextual-Media Network:

c) Retargeting advertisement:

Results

Below are the results of the test period of launching advertising campaigns during which work was carried out on:

bid management
updating the list of negative keywords
excluding ineffective platforms from the CMN
adjustments to bids were made
updated versions of advertisements were tested
etc.

As a result, it was possible to record over 26 conversions at a price of $1.2 each, with an average check of $1800 per employee.