Skip to content
CASE STUDY: FUNDRAISING BRICK
Bada Bing, Bada Boom: PPC Strategy Boosts Leads Over 330%
THE RESULTS
57% decrease in cost per click
146% increase in paid search traffic
330% increase in paid search leads
Fundraising Brick is a client that specializes in custom-engraved brick fundraisers.
Digital Strike – Targeted Marketing is all about activating our clients’ search superpower. That’s exactly what we did for long-time client Fundraising Brick, which specializes in custom-engraved brick fundraisers. With a few simple tweaks of a budget, we opened up a new avenue for growth in search, resulting in leads growing over 330% for our client in just a few short months.
The Problem
Fundraising Brick is in a niche market, with a specific target audience that’s retired, with funds and spare time, and is more likely to use Windows PCs, which automatically comes with Microsoft Edge (aka, they aren’t as likely to download Chrome, which Google Ads dominate.)
This client is difficult to get leads for, let alone cost-effective conversions. While we consistently delivered leads, other agencies promised Fundraising Brick more. After two unsuccessful attempts to raise leads with other agencies, Fundraising Brick returned to us in 2013, knowing that we are honest, set realistic expectations, and deliver on our promises.
Since then, we’ve driven lead after lead. But we knew we could do better.
We tried classic techniques to boost growth, with a $2500 budget allocated for Google Search. But despite the best taglines, hooks, and keyword research, growth just wasn’t happening. We knew we needed to think outside the box to push growth.
Enter Bing.
Other agencies pass over Bing since it has fewer users than Google. We looked beyond pure numbers and saw a story: a low-competitive market of untapped potential, filled with the kind of client Fundraising Brick likes (i.e., older, higher income, and more likely to use Microsoft Edge/Bing). Even better, Bing boasts lower CPC than Google, meaning we could get more leads with less money, all with some tweaks to our budget. Which is exactly what we did.
We reallocated $500 from our $2500 Google budget to Bing to start. Our client immediately saw promising growth, with unique engagements growing 139% from December 2023 to January 2024. But we didn’t stop there.
We further recommended allocating another $500 from the original Google budget to Bing, based on ongoing higher costs per lead on Google and the desire to maximize lead costs from Bing. We eventually were able to bring both Google and Bing budgets to $1500 each month. These decisions resulted in a 200% growth in leads from January 2024 to February 2024, a roughly 119% increase from February to March, to a 138% increase from March 2024 to April 2024.
Can you say, Bing! Bing! Bing! We have a winner!?
Our actions produced a total increase of over 332% in leads over the course of Spring 2024, going from 28 leads/unique engagements in December 2023 to 93 in April 2024 with Google and Bing combined. 25% of search inquiries were from Bing. That’s 25% more opportunity that was missed prior.
But that’s not all. Not only did we get more leads, we got them for less money! In December 2023, our average CPC per visit was $5.30. In April 2024, the average CPC, total, was $2.23 ($1.23 for Bing and $2.83 for Google). That’s a nearly 58% decrease in average CPC/visit.
We stand by that data. Unlike other agencies, we don’t just track total impressions or engagements. We track actual qualified leads and unique engagements to ensure our clients get accurate data to make educated decisions that affect ROI.
The lesson was clear. By diversifying our advertising channels, we created a steady increase in leads—something no other company was able to do for our client. Looking outside traditional marketing wisdom allows for more opportunities, especially in niche markets. Even better, sometimes these opportunities come at a lower cost and with superior results compared to traditional methodologies. A real win-win!
This growth all speaks to the three Cs that make Digital Strike, well, Digital Strike. We cared enough about the client to keep trying when no one else would. We were curious enough to explore new opportunities. And we were competitive enough to tweak our budget in a way that maximized results. We don’t just apply those Cs to Fundraising Brick, though.
Our team puts these concepts into action for each and every client to activate their search superpowers. From increasing ROI for our HVAC clients to getting more residents for senior living communities, we pride ourselves on the fact that we don’t sell promises. We deliver constantly evolving solutions that, by definition, have to work.
“After working with Digital Strike for almost 14 years and reflecting back about the growth that we have had, for the past few years, I have been sending them monthly emails like this. “We had a whopping 165 new leads for this month. Awesome work team!”. They have not only provided me with my target leads per month, but have excellent customer service. Digital Strike has always taken care of my company and answered any questions in addition to providing me with new opportunities and ideas for growth. They are hands down, my best service provider.”
– Jennifer, President
There's more where that came from:
Fundraising Brick
Fundraising, Nonprofit
13 Months
Lead Generation
Paid Search
With a few simple tweaks of a budget, we opened up a new avenue for growth in paid search, resulting in leads growing over 330% for our client in just a few short months.
Hyper Fiber
Fiber Internet Provider
12 Months
Boost Organic Visibility
Organic SEO
Through a strategic, SEO-focused digital marketing campaign complemented by targeted ads, we grew HyperFiber’s keyword rankings from just 2 to 1,156 in one year, making organic search the largest contributor to new customer orders.
St. Andrew's
Senior Living
12 Months
Lead Generation
Digital Marketing Mix
Through a multi-pronged digital marketing mix and full SEO campaign, we drove a 45% increase in organic traffic and a 70% growth in first-page keyword rankings, helping St. Andrew’s win valuable leads directly rather than relying on third-party sites.
